We’ve recently been exploring how email sits at the heart of your omnichannel marketing strategy, so a natural follow-up is for us to focus on how specific channels can work together in harmony. Here’s how your paid media can benefit from your email and CRM strategy…
Privacy and data ownership are now at the heart of every marketing plan. While third-party cookies are still hanging around, thanks to Google’s recent U-turn, their effectiveness is increasingly challenged by privacy regulations and consumer expectations. In this environment, email marketing, powered by zero and first-party data, is the perfect partner for your paid media channels for these 5 reasons:
1. Smarter Targeting with Zero- and First-Party Data
As privacy concerns grow and tracking becomes tougher, brands are moving away from relying solely on third-party data. Zero-party data (information customers proactively share, such as preferences and interests) and first-party data (behavioural insights from your own website, emails, and apps) allow you to build highly relevant segments in your CRM or CDP and create custom audiences for paid campaigns with Meta and Google.
This data is more accurate and reliable, as it comes directly from your customers - 50% of UK consumers trust brands that collect zero-party data compared to passive methods like cookies. Using these insights in both email and paid media ensures your messaging is timely and personal, driving better results.
2. Nurture and Convert Paid Media Leads Efficiently
Paid ads are excellent for generating leads, but many prospects need nurturing before they’re ready to buy. Email marketing is the perfect follow-up tool - automated journeys can educate, build trust, and move leads down the funnel without incurring additional ad spend. This approach increases customer lifetime value and turns one-time buyers into loyal advocates, making your paid media investment work harder over time.
3. Consistent Cross-Channel Messaging for Brand Cohesion
Aligning your email and paid media campaigns ensures your messaging and creative are unified across every touchpoint. This consistency builds trust, reinforces your brand, and provides a seamless customer experience. Insights from email engagement - such as which content or offers perform best - can inform and optimise your paid media creative, leading to stronger results across the board.
4. Retarget and Re-Engage for Higher Conversion Rates
Email marketing is a powerful tool for retargeting. If someone clicks a paid ad but doesn’t convert, a well-timed follow-up email - triggered by first-party data like site visits or abandoned baskets - can bring them back to complete their purchase. Cart abandonment emails, for example, have a conversion rate of over 10%, significantly outperforming many other forms of retargeting. This targeted approach ensures you don’t lose valuable leads and maximises the ROI of your paid media spend.
5. Build an Owned Audience and Reduce Paid Media Costs
Relying solely on paid media is like renting your audience - you pay for every interaction. By using paid campaigns to drive newsletter sign-ups or gated content downloads, you transform fleeting ad traffic into long-term, owned relationships through email. This not only reduces your future acquisition costs but also creates a valuable CRM database for ongoing campaigns.
Email marketing is also highly cost-effective, with an average ROI of £42 for every £1 spent according to the DMA, far outpacing most paid channels. Nearly 50% of consumers made a purchase directly from an email in the past year, highlighting email’s direct impact on sales.
Working together
Email marketing doesn’t just support your paid media, it amplifies it. By harnessing zero and first-party data, nurturing leads, ensuring consistent messaging, re-engaging prospects, and building an owned audience, you’ll see stronger results from every pound spent. Ready to make your paid media work harder? Start with the inbox.
Curious how to harness your data and supercharge your next campaign?
At Jarrang, we turn email lists into growth engines.
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