Email: Using your Email Segmentation to improve your Facebook Ad results with Kunle Campbell (episode 039)

by April Buencamino-dy

Kunle is an eCommerce obsessive, an ‘outsourced CMO’ and advisor to a range of DTC product businesses. He’s been involved in eCommerce and online marketing since the early 2000s and is now best known at the host of the 2x eCommerce Podcast.

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About Kunle

Kunle got into email marketing out of necessity. 

He started out in SEO focusing on acquisition, and later in his career realized that 2 things mattered: conversion rates optimization and retention.

In an attempt to suppress cost per acquisition, Kunle looked into email. Now, he does 50% acquisition and 50% retention, with the latter delivered primarily through email.

Importance of Segmenting Customer Types

Kunle stresses the importance of segmenting customer types.

He says to do this not only within the email ecosystem, but also implement the same strategy with other acquisition platforms to have a cohesive message across all channels.

Additionally he mentions that the other platforms he is referring to are those where there’s a lot of traction such as TikTok, Snapchat or Instagram, and of course, Facebook.

Automatic Syncing Between Email and Social Networks

The challenge right now is almost all ESPs support automatic syncing with Facebook, but not with other social media platforms.

This can be done manually by exporting lists, but this means that the data is not updated real-time.

Leveraging on Custom Segments from Email to Facebook Ads

Kunle suggests utilizing the foundation media segments with the RFM analysis:

  1. Recency – the last time your customers came to buy or the freshness of a sale
  2. Frequency – how often your customers buy from you
  3. Monetary value – how much your customers spend on your products

Each factor has its own score, and combining the 3 scores will allow you to segment your customer types. 

To keep it simple, Kunle recommends to limit the segments to just 3: VIP customers, inactive customers, and the rest of the population. 

This allows for a more effective messaging primarily in email. Then implementing the same in your Facebook Ads activity to support the primary message becomes easier.

Taking it to the next level

To sync your email messaging with Facebook Ads, Kunle says to look at the major gist of your email series.

Once you have identified your main message, repurpose it into 30 or 45 second videos that are fit for Facebook. Make sure that your words and visuals in the videos are in sync with what you have in the email.

With this strategy, even if your audience misses an email from you, they will still get the same message when they log in to Facebook and see your ads.

Insider Tips

If we’ve inspired someone to take their first step with Email Marketing – what do they need to know to give themselves the best chance of success?

Kunle gives a reminder that at the core of email marketing is really speaking to people.

Craft your messages like you were really speaking to someone and you should be good to go!

Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve email marketing performance?

He mentions that it’s most important to ensure flows are in place.

From the welcome series to abandoned carts, post-purchase, and transactional emails — these basic, evergreen flows must be set up for any email marketing campaign.

If someone listening wants to learn more about email marketing is there one cheap/free resource you’d recommend?

He recommends Klaviyo Partner Programs for email marketers, which are free if you take their training.

His podcast 2x eCommerce is also a gold mine for online retailers and eCommerce marketers who wish to get access to free resource so go ahead and have a listen!

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in email marketing?

Kunle’s response to this question may surprise many, but he says to look beyond email marketing in the next few months.

He suggests a lot more SMS marketing such as Whatsapp messaging, especially for the last quarter of this year.

Interview Links

Kunle on Social media:

Sponsored by…

Klaviyo is a leading customer data and marketing automation platform dedicated to accelerating revenue and customer connection for online businesses. Klaviyo makes it easy to store, access, analyze and use transactional and behavioral data to power highly-targeted customer and prospect communications.

The company’s hybrid customer-data and marketing-platform model allows companies to grow by fostering direct relationships with customers, without giving up their valuable data to popular big-tech ad platforms. Over 80,000 innovative companies like Unilever, Custom Ink, Living Proof and Huckberry sell more with Klaviyo. Learn more at

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