• by Jess Nelson , February 19, 2016

Zaius, a B2C behavioral marketing company, extended its email marketing technology to social media this week.

Zaius powers a real-time behavioral marketing platform that helps marketers better target consumers and optimize the customer experience through data-driven insights.

This week’s update adds Facebook and Google ad networks to Zaius’ flagship product, which already works across email, mobile, Web and paid media. Zaius can now collect data from the spectrum of channels and segment customers based on their behavior and likelihood to engage.

In addition, Zaius offers marketers the ability to use Facebook Custom Audiences and Google Customer Match to target ads to specific email addresses as well as lookalike audiences.

The expansion of Zaius’ marketing platform to Facebook comes at a time when the integration between email and social media is becoming exceedingly popular in the marketing industry. A recent Selligent and Strongview study reports that email is the top target for increased marketing budgets, with a high priority placed on the integration of social media and email to create more opportunities for engagement. 

Social media can also boost overall email marketing ROI. Email subscribers are three times more likely to share your content via social media than visitors from other sources, per QuickSprout. 

“Marketers recognize that multi­channel behavioral campaigns perform better, but current tools are specific to a channel, which makes it impossible to run the campaigns marketers really need,” states Mark Gally, CEO of Zaius, in a press release. “Our goal is to make it a lot simpler for marketers to perform advanced segmentation and create automated campaigns without relying on heavily taxed IT departments.”   

Zaius offers both a freemium and subscription-based model for potential customers, but the company’s email marketing tools are restricted to paying clients.

Zaius most recent round of funding was a $6.3 million Series A in 2014 by Matrix Partners.