How to combine Email Marketing with Facebook presence
Posted: Tue Dec 03, 2024 9:07 am
At the end of 2014, a survey of business leaders in the USA showed that Email Marketing and Social Media were the digital marketing channels with the greatest increase in investment in 2015. Another interesting fact is the one released in 2013 by IDC after analysing the use of social networks and email among young Americans (18 to 44 years old). Among the 10 most popular applications and activities in mobile environments, email was the most used (78%), followed by web browsing (73%) and access to Facebook (70%).
IDC_top10
In this context, it is pertinent to ask about the role that these two channels should play in the marketing mix and how to generate synergies between them.
Based on our experience, we can say that very few brands are working in this direction. On another note, we have also detected that very few (between 30% and 50%) users who united arab emirates business email list are fans or following the brand on Facebook are part of the opt-in email database. Another consideration is that the email marketing database is “owned” by the brand, while the users who follow it on Facebook are not . This is important, since in order to carry out “push” actions in a cross-channel context (whether segmented email marketing campaigns, push notifications or sending alerts), it is necessary to have the user’s consent to do so, and this can only be done based on the subscriber database.
In our view, there are two main actions that any brand with Facebook fans and registered users in the Email Marketing program should carry out.
First, you will need to convert fans into subscribers . This can be done by inserting a registration form on your Facebook page. Here you will find a case study that presents the case of Kentucky Fried Chicken. It states that 3% of the opt-in users that are being captured through the Email channel come from the registration form that was included on Facebook.
facebook-custom-audience
Secondly, the options that Facebook offers through the custom audience , which we presented in a previous post , are many and are not yet being fully exploited. In a study carried out by ExacTtarget, it is indicated that users who have received an email at the same time that they have been impacted through Facebook Ads, are 22% more likely to buy than those exposed only to the Email.
We believe that by combining Email Marketing with Facebook, brands will find an important lever for significantly improving the results of their online marketing. Those who want to delve deeper into the question of how to combine Email with social media can download the ebook “ Tactics for integrating Email Marketing with social media ”.
IDC_top10
In this context, it is pertinent to ask about the role that these two channels should play in the marketing mix and how to generate synergies between them.
Based on our experience, we can say that very few brands are working in this direction. On another note, we have also detected that very few (between 30% and 50%) users who united arab emirates business email list are fans or following the brand on Facebook are part of the opt-in email database. Another consideration is that the email marketing database is “owned” by the brand, while the users who follow it on Facebook are not . This is important, since in order to carry out “push” actions in a cross-channel context (whether segmented email marketing campaigns, push notifications or sending alerts), it is necessary to have the user’s consent to do so, and this can only be done based on the subscriber database.
In our view, there are two main actions that any brand with Facebook fans and registered users in the Email Marketing program should carry out.
First, you will need to convert fans into subscribers . This can be done by inserting a registration form on your Facebook page. Here you will find a case study that presents the case of Kentucky Fried Chicken. It states that 3% of the opt-in users that are being captured through the Email channel come from the registration form that was included on Facebook.
facebook-custom-audience
Secondly, the options that Facebook offers through the custom audience , which we presented in a previous post , are many and are not yet being fully exploited. In a study carried out by ExacTtarget, it is indicated that users who have received an email at the same time that they have been impacted through Facebook Ads, are 22% more likely to buy than those exposed only to the Email.
We believe that by combining Email Marketing with Facebook, brands will find an important lever for significantly improving the results of their online marketing. Those who want to delve deeper into the question of how to combine Email with social media can download the ebook “ Tactics for integrating Email Marketing with social media ”.