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Use paid ads to re-engage alumni who don't read emails
Use paid ads to re-engage alumni who don't read emails
Paid advertising
Higher ed

Use paid ads to re-engage alumni who don't read emails

Many of your alumni may miss your emails or prefer different channels. Get in front of former students who don’t read your emails with ads on Facebook, Instagram, or Google.

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Recipes
Use paid ads to re-engage alumni who don't read emails

Use paid ads to re-engage alumni who don't read emails

Many of your alumni may miss your emails or prefer different channels. Get in front of former students who don’t read your emails with ads on Facebook, Instagram, or Google.

Find different use cases

Why implement this use case?

  • Getting in front of alumni lets you target them with ads based on their best college memories and experiences. Reminding them of these positive experiences can encourage them to engage more with your school, which may lead to higher advocacy and financial donations.
  • Because alumni have a connection to your school, they are more likely to engage with ads and make financial contributions than non-alumni. Ultimately, that will help your overall return on ad spend and marketing ROI.

Goal of this use case

Boost engagement, event participation, or donations by reaching alumni who are more likely to see and respond to a paid ad on Facebook.

Tools and platforms you need

1

Data Source

Data source, such as a cloud data warehouse like BigQuery, Snowflake, or Redshift.

2

Data Activation

Data activation tool, such as a composable CDP (like GrowthLoop).

3

Ad Platform Destination

Ad platform destination, such as Google Ads, Facebook ads, LinkedIn ads, Bing ads, etc.

Data sources you need

List the data sources needed for this particular use case (such as ticket purchases, memberships, etc.)

Alumni contact list

Email engagement data

How to set up this use case in GrowthLoop

Step 1

Add your data warehouse as a source in GrowthLoop (or your data activation tool).

Step 2

Create your customer table in your data warehouse and ensure that it includes fields for alumni status and email activity. Keep in mind the more information you have on alumni (such as email address, physical address, or Facebook user ID), the better your Facebook Ad match rates will be. Learn more about preparing customer data for GrowthLoop.

Step 3

Activate Facebook Ads as a destination.

Step 4

Create an audience in GrowthLoop.

Step 5

Apply filters for alumni that have not read an email in the last 180 days.

Step 6

Export to Facebook Ads.

Step 7

Navigate to Facebook Audience Manager and locate the new audience.

‍
Note: Your audience may take two to four hours to fully populate, so you may need to return later to verify the audience has finished populating.

Step 8

Create a Facebook Ad for your specific campaign (such as event attendance, donations, or general engagement).

Step 9

Use GrowthLoop to measure the campaign's success based on key end results like revenue, and determine what adjustments you can make to future campaigns to increase revenue and ROAS.

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