Leveraging Facebook for Email Tutorial

1.2 Introduction

This is Matt Bailey. We're going to talk about how you can leverage Facebook to increase your email subscribers. And then at the end, how you can reach your email subscribers through Facebook. And increase the amount of engagement that you can build among different channels as well as maintaining your customers across multiple platforms.

1.3 Make Fans Subscribers

One of the most overlooked ways to build your email address is to use Facebook, and what I'm going to show here are the top ways that people are using Facebook to push their Facebook fans to become subscribers. Why would you push Facebook fans to become subscribers? Well, first of all, it's a timing issue. If you are making updates to your Facebook stream, we've learned that you can't always depend on Facebook to present your update to your fans' streams. Facebook is making it harder and harder for organically your business's updates to be seen in the News Feeds of your fans. In order to reach them more effectively, you need to let them know that, if you want direct communication, if you want to know when these sales take place, if you want to know when new information is published, the best way you're going to get it is through email. Because you may not see it on Facebook, it may not be available, so you can't depend on Facebook as a third party to deliver your information direct to your fans. By providing incentives, or methods, for people to subscribe to you, you can reach them directly one on one with your messages.

1.4 Call to Action

The first thing is to use that Call to Action button that is in the header of your company page. And so, you could put in there for people to sign up or subscribe immediately, and that takes them to your website. That button, you can put in the URL, and that URL can take them directly to your own email subscription page, where you can have an incentive, such as a free chapter, or a free white paper, or free trial, whatever you want to offer. But you are controlling the situation because it's going to a landing page on your site. And so right from the header, you can get people to sign up.

1.5 Email Integration Tab

The next thing is, you can use a sign up tab in Facebook. And you can adjust it to where it shows up, and you can ask people to sign up right there on Facebook. So right away in the header, we can either send them to our website, to a landing page or we can do it right there and what I'm using is an integrated form from MailChimp that allows me to put this form into my Facebook page. And so many mail services offer this. I'm a big fan of MailChimp because of all the integrations that they provide. And of course, as people sign up, they get the confirmation emails, and the whole process is managed through MailChimp. I don't have to do anything at all.

1.6 Call to Action in Header Image

The third thing you can do is adjust your header image to draw people's attention to either call to action. One of the things I have played around with are just putting in a little arrow and a Call to Action to click on this, and tell people you're going to get exclusive updates. You don't want to say this exactly, but this is what you want to infer. Email is my primary communication device. This is where you're going to get the most valuable information immediately, and I'll show you some examples of how companies do that. But what you're implying is that not all of your updates are going to Facebook. And through Facebook, you may not get the news immediately. And so, change your header image, play around with some arrows or calls to action, to move people to either the Signup page or the Signup tab.

1.7 Pitch Exclusive Content

Now, here's how you can pitch exclusive content, and Antique Archaeology does this wonderfully, and you can see that what they're implying is that when they make their big announcement for big changes, it's not going to happen on Facebook primarily. It's going to be through their email list. And so they're putting a sign up link in the Facebook update to tell people that this is where you're going to get the primary news. And that's how you grow your list. And as your list grows, you're now able to communicate with them one on one. And you can use Facebook to enhance that conversation to talk about those big changes, once they've been announced and get feedback. But, you're getting that email address. You're getting that permission to market to someone one on one which you can't do on Facebook and Facebook it's still a conversation. You're still pushing information sort of indirectly through there. So let people know that's there's exclusive content to be had if they sign up for the email newsletter.

1.8 Promote Published Newsletters

Also, you can talk about what you've already published. And so telling people, maybe not so much about a big event that's coming, but here's my newsletter that was published last month. And if you would like to have all of the content that was in that newsletter, sign up. And so here we have another call to action to sign up to be a part of what went out. And in the images, those are some of the recipes that were in the newsletter, this is a foodie newsletter here. And so you're letting them know that here's your access to this type of content.

1.9 Use the "About" Section

You can also use the About section. This is where you tell people about your company. So why not put some sort of a hook there? Cook Smarts, I love what they're doing here, that head to our site for three free meal plans. They're putting their free offer in their About section with a direct link to get there and sign up. So, they're not only getting the email address, they're getting you to sign up for their offer. They're driving you there, and so it's a wonderful way to integrate getting people to sign up, to subscribe to become a member and increase their engagement with the company by integrating the About with that call to action.

1.9 Use the "About" Section

You can also use the About section. This is where you tell people about your company. So why not put some sort of a hook there? Cook Smarts, I love what they're doing here, that head to our site for three free meal plans. They're putting their free offer in their About section with a direct link to get there and sign up. So, they're not only getting the email address, they're getting you to sign up for their offer. They're driving you there, and so it's a wonderful way to integrate getting people to sign up, to subscribe to become a member and increase their engagement with the company by integrating the About with that call to action.

1.10 Contests

Finally contests. Contests are the primary way that people have always used Facebook in order to increase subscribers, increase engagement, and get names. And so as you can see with Dunkin' Donuts here having a specific contest, and in order to submit, you don't just use your Facebook credentials, they're asking for your email. Because Dunkin' Donuts does a heavy amount of email marketing, especially when you get into their app usage and their loyalty program, email is one of the primary ways that they push information. And so, contests are a way to build that list.

1.11 Cross Promotions

Now the question comes if I've got all my Facebook. Well you're not going to get all your Facebook. But if you get your Facebook people signing up for emails and I send something out by email and I make a post on Facebook isn't that going to cancel each other out? Well, Sales Force did a test with a retailer and they were running Facebook Ads at the same time they were running an email campaign for the exact same offer. And, what they saw that only about 27% of their Facebook audience saw the ads. Only 18% of their email list opened the email. Only 16% of the total email campaign and Facebook audience saw both the Facebook ads and the email opens. And what they saw was primarily it increased the amount of email opens among those people who saw the ads. And so what happened is there isn't a cancelling out effect. What we see is that there is an enhancement because the Facebook ads are helping to reinforce the brand, which increased the amount of people who are receptive enough to open the email promotion. And most people acted on the email promotion rather than the ads. So in this way, if you're buying ads through a CPM basis on Facebook, you're enhancing your brand. But where people are reacting is through email where it doesn't cost as much. And so it's a wonderful process, where people are able to see this full campaign go on. And it also shows a much larger trend, which is when you are marketing cross-channel, when you are using multiple channels for a specific campaign, it increases the effectiveness of each channel for that campaign. Because people are seeing your brand and your campaign multiple times. But then, they act on whichever channel they choose. Traditionally, what we've seen here, is it increases the email channel.

1.12 Increase Subscriber Engagement

So what's happening here is we're increasing our engagement by getting our Facebook fans to become subscribers. Now here's one of the coolest things you can do, that as you've increased your subscriber base from Facebook, you're also increasing your subscriber base through many other ways. Through your website, through your offerings of white papers, or free trials, or things like that. Here's what you can do with your email list, is that you can go to Facebook, get into your ad manager, and create a custom audience. And in that custom audience, you can upload a spreadsheet of all your email subscribers. Or, if you've got MailChimp, you can do that directly from your MailChimp account into Facebook. Now, here's what you're doing, you're uploading all of your subscribers, your email subscribers into Facebook. And what Facebook is going to do is match those email addresses to Facebook accounts. A good chunk of your list may not translate if they're using a different email address as their primary address for the account. So you may only get about maybe 65, 70%, of the total list that you upload being matched to your Facebook's fans. And here's what you can do, is ultimately, you're going to retarget your email list using Facebook. And so, you can show ads only to those people that are in your mailing list. And you can reach them with specific messages and increase the brand awareness. Really what you're doing is making Facebook and email best of friends because you're able to present a customized campaign specifically to your subscribers through Facebook. And, of course, that increases the amount of people that will open your email and are more likely to convert when your doing a campaign like that. I hope this session has shown you how you can integrate social accounts into increasing subscribers as well as engaging with your subscribers. Make Facebook and email best friends in your future campaigns.

  • Disclaimer
  • PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.

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