Sailthru Integrates with Custom Audiences

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Sailthru, a customer interest-based automated personalization platform, announced today that the company has integrated Facebook’s Custom Audiences into its technology.

With this integration, marketers can now target and acquire prospects, build personalized Facebook ad campaigns, and continuously engage with their most valuable customers using Custom Audiences and the Lookalike feature by extracting insight from Sailthru’s database. Marketers can then target customers based on different data sets to ensure they’re reaching the audience with the highest likelihood to engage with a brand.

Blake Chandlee, vice president of partnerships at Facebook, said in a press release:

We’ve seen great success with Custom Audiences, and this integration is further proof that brands working with trusted advisors – such as Sailthru – have unprecedented abilities to influence their consumers where they are spending most of their time online – both on desktop and on mobile.

With Custom Audiences, Sailthru clients can now target and acquire prospects, create personalized Facebook ad campaigns, and engage their most valuable customers. Marketers can now create Custom Audiences on Facebook in a fraction of the time, increasing customer acquisition and retention in the process.

JackThreads, a Sailthru client, saw its highest return on ad spend at 4 to 5 times before using Sailthru’s lookalike engagements using Facebook Custom Audiences. Following participation in the pilot program, JackThreads saw a 6.8 times increase in return on ad spend for dormant buyers and a 7.7 times increase in return on ad spend for lapsed buyers. The integration allows the company to granularly segment target audiences, update them more frequently, and track them more closely.

Sailthru’s proprietary interest data and individual user profiles make Custom Audiences especially rich, building upon real-time data, cross-channel behaviors, and granular insight extracted from the Sailthru database. Marketers can target customers based on different data sets to ensure they are reaching the audience with the highest likelihood to engage with the brand. The integration also makes the manual importing and exporting of isolated lists obsolete, saving time and mitigating the risk of error.

Neil Capel, CEO and Found of Sailthru, said in a press release:

Sailthru believes in personalizing an end-user’s experience wherever that user may interact with a brand. Social continues to be one of the most impactful channels in today’s omnichannel world, delivering reach efficiency and performing 197 percent better than other channels. With this capability, our clients have a powerful new tool to tap into the information delivered via Sailthru Smart Data and bolster their marketing stack, reaching customers where it counts.

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