How Email and Paid Social Work Together to Increase LTV
Paid social gets the click. Email marketing helps them stay.
When you combine the two strategically, you get more than just short-term wins. You build long-term relationships that lead to higher customer LTV (lifetime value) and stronger brand affinity.
In this blog, we’ll explore how paid ads and email can work hand-in-hand to boost your retention, build trust, and maximize every dollar spent.
From Discovery to Loyalty
Paid social is a powerful tool for visibility, driving traffic, and initiating first impressions. Whether it's through scroll-stopping creatives or sharp targeting, many brands thrive on paid alone. But when you layer in email marketing—with its nurturing, sequencing, and data-driven logic—you can take those conversions and stretch their value over time.
Here’s how they complement each other:
Top of Funnel (Awareness): Paid social shines here. Focus on reach, impressions, views, and clicks.
Middle of Funnel (Consideration): Retarget with both ads and email. Share education, social proof, and product value.
Bottom of Funnel (Conversion & Beyond): Close the sale with timely emails and retargeting, then re-engage post-purchase.
Retargeting + Email = Match Made in Revenue Heaven
Ever clicked an ad, then got an email that feels like it read your mind? That’s the magic of syncing your Meta Pixel or Google Tag with your email platform.
You can:
Send browse abandonment emails to ad clickers
Retarget email openers or clickers with tailored product ads
Trigger emails when someone watches 75% of a video ad but doesn’t convert
Boost LTV with Flows Built for Paid Traffic
Not all subscribers are created equal. Someone who discovered your brand through a paid Instagram ad might be at a different stage of awareness than someone who joined through organic content.
Consider creating:
Ad-Specific Welcome Series: Reinforce your value prop, acknowledge how they found you, and guide them deeper into your brand
Follow-Up Campaigns Based on Ad Type: Product-focused ad viewers might need reviews or how-to content; lifestyle ad viewers may benefit from brand storytelling
Pass Data for Smarter Segmentation
Add UTM parameters (short tracking codes on your URLs) to see which ad or campaign drove the click. Combine them with hidden fields in your forms to automatically record where each visitor came from. This data helps you understand exactly which sources are driving your leads so you can:
Personalize your email experience
Segment users by acquisition channel
Evaluate LTV based on source (e.g., Instagram ad vs. Pinterest ad)
Our Favorite Pairings
Lead Gen Ad + Quiz + Tailored Welcome Flow: Attract new leads with a quiz (e.g., “Find your perfect scent”) and send them into a welcome flow that uses their quiz answers for personalized product recommendations.
Video Ad + Email Based on Watch Time Behavior: If someone watched most of your video ad, send them an email expanding on the story, features, or benefits shown in the video.
Product Carousel Ad + Browse Abandonment Email Flow: When a shopper clicks on a carousel ad and browses products but doesn't purchase, follow up with an email reminding them of what they viewed, plus reviews/discount to nudge them closer to purchase.
Story-Based Ad + Brand Origin Email Sequence: Use narrative ads to spark interest, then send emails diving deeper into your brand’s origin story, values, or behind-the-scenes content to build emotional connection.
Final Thoughts
Email and paid social aren’t in competition. They’re stronger together. When you align both channels intentionally, you increase the chances of turning a single click into a loyal customer who keeps coming back.
Want to make your email + paid ads strategy airtight? We’re experts in blending both. Let’s chat. Reach out at Good Joo Joo (link to goodjoojoo.com/contact)