Hey, it’s Kylie, your go-to Content Manager at Adspace. With the holiday season right around the corner, you know what that means—nonstop marketing and a ton of updates to keep track of. Don’t worry, I’ve got you covered. This week, we’re diving into Meta’s latest feature that could give your campaigns a serious edge, plus some email marketing tips to make sure you’re not getting lost in the holiday noise. Let’s get to it. 🏃

In today’s email: 

1. The Secret Sauce: Stop Sending Emails Like It’s 2009

2. Platform Benchmarks: Google’s Crisis Mode

3. Creative Insights: Meta Simplifies Everything. Too Bad It’s More Confusing

4. Industry News: How to Make Facebook Ads Less Annoying 

5. Brand Highlights: These Brands Get Black Friday. Do You?

6. Tech Talk: The Future Is Here—And It’s Judging Your Purchases

THE SECRET SAUCE 🍲

Stop Sending Emails Like It’s 2009

I came across this article from Super Office about email marketing, and it had some solid tips and stats. Did you know email marketing delivers a ridiculous $42 for every $1 spent? That’s better than SEO, PPC, or content marketing. And yet, 70% of brands still don’t bother with basic personalization. Shocking, I know. I ignore most of the emails I get—something I’m sure you’d never do, dear reader—but this stat got my attention. If you want your email game to go from spammy to mildly intriguing, follow these tips and start standing out.

1. Get Personal 🎯

Nobody wants to feel like just another name on a list. Personalization is essential. Think beyond slapping “Hi, [First Name]” in the subject line. Use your customer data to tailor recommendations, like Amazon does with its eerily accurate “you might like this” suggestions. Personalized emails have 6x higher transaction rates. 

2. Segment, segment, segment 🧑‍💻

You wouldn’t invite your whole contact list to a local networking event in Boston if half your audience is in Berlin, right? (Well, I hope not.) Segmentation is an essential ingredient for sending relevant emails. By grouping your audience based on location, industry, or behavior, you’ll boost open rates, clicks, and revenue. 

3. Mobile First, Always 📱

I’ve got another fun fact for you: nearly half of all emails are opened on mobile devices. If your email looks like it was designed for Windows 95 on a desktop monitor, it’s getting deleted. Make sure your emails are responsive, have short subject lines, and feature big, bold CTAs that even a thumb-swipe enthusiast can’t miss. 

4. Test Everything (and Then Test Again) 🧪

Think your subject line is perfect? Test it. Sure your design works? Test it. Testing isn’t just for science nerds; it’s how you find out what actually works. Even Obama’s campaign team A/B tested subject lines to raise millions in donations. From sender names to copy length, treat every email like a little experiment.

5. Automate Like a Boss Bot 🤖

If you’re not already, stop manually sending emails. It’s 2024. Use automation for welcome messages, abandoned cart reminders, or even re-engagement campaigns. And they can generate up to 24x more revenue. Automation isn’t just a time-saver; it’s a money printer.

6. Obsess Over Subject Lines ✍️

Your subject line is your first (and maybe last) impression. Nearly 70% of people decide if an email is spam just from the subject. Keep it short, avoid clickbait, and make it irresistible. Whether it’s sparking curiosity or offering something valuable, your subject line should stop the scroll.

7. Timing Is Everything ⏰

The best email in the world won’t work if it hits the inbox at the wrong time. Study your audience’s habits—time zones included—and A/B test to find the sweet spot. Emails sent from 10-11 am on Tuesdays or Wednesdays tend to perform best. Or go rogue and test early mornings (4-8 am), which surprisingly convert well too.

PLATFORM BENCHMARKS 📈

Let’s Take a Look…

Meta's Mixed Bag: Costs Up, Returns Better

The following metrics compare November 14-21 to the previous week. To start, Meta’s performance this week offers a mixed but encouraging picture. CPA is slightly down by 0.16%, making conversions marginally cheaper. However, CPC has increased by 6.61%, so you’re paying more per click. 

On the bright side, ROAS is up by 2.94%, signaling better returns on your ad spend. CPM has also risen by 6.01%, indicating more expensive placements. The takeaway? While costs are creeping up, improved ROAS means Meta campaigns are still delivering value, but keep an eye on your click costs.

Google's High-Stakes Week

Google advertisers, brace yourselves. It’s a tough week. CPA has surged by 3.95%, making conversions pricier, while CPC is up by 2.79%, adding to the financial pinch. To make matters worse, ROAS has dropped by 6.35%, meaning your campaigns are pulling in less revenue for every dollar spent. CPM has also increased by 4.59%, further driving up costs. These trends suggest it might be time to reevaluate your bidding strategies and focus on optimizing your ad targeting.

TikTok’s Pricey Pivot: Making ROI Work Harder

TikTok’s metrics are a rollercoaster this week. CPA is up by a significant 9.17%, and CPC has skyrocketed by 20.17%, making it more expensive to acquire users and drive clicks. Despite these increases, ROAS has ticked up by a modest 0.64%, showing campaigns are still eking out returns. CPM has also risen by 5.41%, signaling fiercer competition for ad space. The takeaway? TikTok remains viable, but rising costs demand sharper, more targeted strategies to make the most of your spend.

Meta holds steady with manageable cost increases and a solid boost in ROAS, while Google’s rising CPA and falling returns are cause for concern. TikTok’s high costs could be a red flag, but the slight ROAS uptick offers hope. Choose your platform wisely and adjust your strategies to match this week’s trends.

CREATIVE INSIGHTS 🧑‍🎨

Meta Simplifies Everything. Too Bad It’s More Confusing

Meta’s at it again, making things simpler—or, more accurately, forcing us to pretend it’s simpler. Say goodbye to the days of juggling metrics like “Impressions” or “Plays” across Facebook and Instagram. Now, whether it’s a Reel, a photo, or even just a plain text post, it all boils down to one tidy number: Views.

Here’s how this impacts you as a creative decision-maker

• Uniform Chaos: Sure, one metric for everything sounds neat, but good luck figuring out whether “Views” means people are genuinely captivated or just doom-scrolling through your hard work.

• Video’s Moment in the Spotlight: Meta swapped “Watch Time” for “Minutes Viewed,” but hey, who’s counting? (Apparently not Meta because they’re rounding now.) Less detail means less insight, so you might have to rely more on gut instinct and less on nuanced data.

• High Views ≠ High Value: That new campaign hitting record views? Don’t break out the champagne yet. Remember, repeat views are now baked in…so maybe people love your creatives, or maybe they just fell asleep with their phone in their hand.

Views: Simpler, But More Confusing

Creative choices should be rooted in clear insights, and these changes muddy the waters. If your team uses data to shape campaign strategies, like picking the best videos or visuals, you may need to rethink how you measure success.

This shift means agencies can’t just chase high view counts. Now, the focus needs to be on understanding why content is performing. Is your creative driving genuine engagement, or is it just inflating metrics with repeat views? The answer could impact your next pitch, your client’s ROI, and your reputation for delivering results that matter.

For more information, check out Meta’s new information page.

INDUSTRY NEWS 📰

How to Make Facebook Ads Less Annoying

Alright, let’s get into the nitty-gritty of Facebook ads. If you’ve ever watched your Engagement campaigns show up over and over in people’s feeds and thought, “This might be too much,” Facebook has finally given us the power to control that. After years of asking for it, they’ve finally rolled out frequency controls for Engagement campaigns. Better late than never, right?

How It Works

Want to use this shiny new feature? Here’s what you need to do:

1. Select the Engagement objective. (Simple enough, right?)

2. In the Conversion Location section, select “On Your Ad.”

3. For Engagement Type, pick “Video Views” because that’s what Facebook is all about these days.

4. For Performance Goal, go with “Maximize ThruPlay views.”

5. If you’ve done everything right, you’ll see the Frequency Control section pop up like a breath of fresh air.

Once you’ve unlocked this, you can choose between Frequency Cap (which limits how many times your audience sees your ad) or Target Frequency (which sets a goal for how many times you want people to see it).

What Does This Mean for Marketers?

Marketers have been begging for this forever, and now, finally, the Meta Gods have smiled upon us. Target Frequency is here for Engagement campaigns, and it's about time. Sure, Facebook’s Frequency Cap has been around for a while, but Target Frequency? That’s a brand-new toy. It would’ve been nice to have this back when our feeds weren’t so clogged…but we’ll take what we can get. 

So, here’s how it works: you can set how many times you want to reach someone on average. But, of course, there’s a catch. You’ll need a lifetime budget, a campaign running for at least seven days, and no bid strategies. So, if you’re scrambling to get a campaign out the door, you’re out of luck.

But, if you have the time and budget to test it, go ahead and thank Lord Zuckerberg for this little gift. Now you can actually control how many times your ad shows up in front of the same person, without feeling annoying.

Should You Use It?

Honestly, it depends on your campaign goals. Some advertisers will love the ability to restrict frequency. But remember, restricting reach could also lead to lower results. Still, if you have a specific reason to limit your audience exposure (maybe you’re targeting a niche group, or you don’t want to annoy the same 50 people), this feature might be a game-changer.

Check out Jon Loomer’s article for more information on this development.

BRAND HIGHLIGHTS 🚗

These Brands Get Black Friday. Do You?

Ah, Black Friday. The scent of capitalism is in the air. In honor of America’s favorite holiday, I wanted to do something a bit different in this edition of Brand Highlights, and feature some of the most effective campaigns that went beyond the usual “50% OFF.” 

These brands figured out what actually makes Black Friday memorable. If you're looking to stand out during the annual rush at Walmart, these tactics are a good place to start.

Patagonia’s “Don’t Buy This Jacket”

Who says Black Friday is all about buying? Patagonia flipped the script with an anti-consumerism message that urged shoppers to think twice before making a purchase. The bold, counterintuitive ad was a full-page spread in The New York Times, highlighting the environmental cost of producing the jacket. Despite urging people not to buy, sales jumped 30%, proving that authenticity and purpose can actually boost your bottom line.

Google’s #BlackOwnedFriday

Google advocated for Black-owned businesses with its #BlackOwnedFriday campaign. By partnering with Black artists to create music videos highlighting these businesses, Google turned Black Friday into a platform for support and social change. The result? A 300% increase in online conversations about Black-owned businesses.

IKEA’s #BuybackFriday

IKEA decided Black Friday didn’t have to be all about the frenzy of new stuff. Instead, they made it about getting rid of your old stuff. With #BuybackFriday, they let customers sell back their old furniture for store vouchers. Kudos to IKEA for turning a capitalist holiday into a sustainability moment, while still getting people to buy more furniture they’ll probably replace in a year.

Glossier’s “Only Sale of the Year”

Glossier nailed the art of scarcity with their “Only Sale of the Year” campaign. By offering discounts just once annually, they built a sense of exclusivity and urgency around Black Friday. It wasn’t just a sale; it was the event of the year, and customers knew it. This tactic paid off, driving sales and strengthening the brand’s connection with its core audience.

Kohl’s Super-Cash

Kohl’s took a different route by introducing “Kohl’s Cash” during Black Friday. They decided to offer customers rewards for future purchases rather than just discounts. The result? Not only did shoppers snap up deals in the moment, but they were incentivized to return post-holiday to use their rewards. It’s a smart move that kept the momentum going, turning Black Friday into more of a long-term strategy for customer retention than just a one-time sale.

If you haven’t launched your Black Friday campaigns yet, well, it’s definitely too late. But hey, there’s always next year! Take this as a chance to learn from what worked (and didn’t) for others, and come back next year with a sharper strategy.

TECH TALK 🤖

The Future Is Here—And It’s Judging Your Purchases

Google is testing a new AI-powered sales assistant to make online shopping feel like you’re chatting with a personal salesperson, but without the small talk. This new feature, titled “Get help from Google’s sales assistant,” will show up in ecommerce search results and offer AI-driven product suggestions based on your questions. Now you can get personalized recommendations served straight to your chat window.

Chat Your Way to a Sale

Here’s how it works: when users click on branded organic sitelinks in search results, a chat window opens where they can ask questions. The AI assistant then serves product results based on the retailer’s free listings data. The feature’s still in beta, so it’s unclear whether retailers can opt in or if it’s just being rolled out automatically. But if it catches on, it could be a total breakthrough.

Pay Attention, Marketers

So why should you care? If this becomes mainstream, it could completely reshape the sales funnel. Instead of the usual click through and browsing process, customers will be engaging in personalized conversations that seamlessly lead to product purchases.

For marketers, that means it’s no longer just about SEO or traditional ads. Now, you’ll need to think about positioning your products in a chat interface where the AI could recommend them directly to shoppers. It’s not just about showing up in search results anymore. It’s about making sure your product is the AI’s top pick.

The Future of Shopping: Chatbots and AI Assistants

If this takes off (and Google’s track record suggests it could), the AI assistant could become the next big thing in online shopping. That means it’s time to consider how you’ll integrate into these AI-driven conversations. 

If you’re not in the chat, you’re not in the sale. So get ready to rethink how you approach product visibility, customer interaction, and even ad spend. This is one digital shift that could leave your competitors behind if you don’t get in on the ground floor.

Check out Search Engine Roundtable’s article for more information.

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