Blog, Cross Channel

How to combine email marketing with Facebook presence

5 October 2015 Comments Off on Cómo combinar el Email Marketing con la presencia en Facebook

At the end of 2014, a survey to business leaders in the USA showed that Email Marketing and Social Media were the digital marketing channels with the highest increase in investment in 2015. Another interesting fact is that in 2013 it launched IDC after analysing the use of social media and email among young Americans (18-44 years old). Among the top 10 most popular apps and activities in mobile environments, email was the most popular (78%), followed by web browsing (73%) and accessing Facebook (70%).

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In this context, it is pertinent to ask what role these two channels should play in the marketing mix and how to generate synergies between them.

Based on our experience, we can affirm that very few brands are working in this direction. On the other hand, we have also detected that there are few (between 30% and 50%) users who are fans or followers of the brand on Facebook and are part of the email opt-in database. Another consideration; the email marketing database is "owned" by the brand, while the users who follow the brand on Facebook are not.. This is important, since in order to carry out push actions in a cross-channel context (whether they are segmented email marketing campaigns or not), push notifications or sending alerts), it is necessary to have the user's consent to do so, and this can only be done on the subscriber database.

So, in our opinion, there are two main actions that any brand with Facebook fans and registered users to the Email Marketing programme should carry out.

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  • First of all, it will be a question of convert fans into subscribers. This can be done by inserting a registration form on the Facebook page. In this link  you will find a case study  in which the case of Kentucky Fried Chicken is presented. It states that 3% of the opt-in users being recruited in the email channel come from the recruitment form that was included in Facebook.

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  • Secondly, the options provided by Facebook through the custom audienceand which we present in a previous postThere are many and they are not yet being fully exploited. In a study conducted by ExacTtarget, indicates that users who have received an email while being impacted through Facebook Ads are 22% more likely to buy than those exposed only to email.

We believe that by combining email marketing with Facebook, brands will find an important lever to significantly improve their online marketing results. For those of you who want to go deeper into the question of how to combine email and social media, you can download the ebook "How to combine email and social media".Tactics for integrating Email Marketing with social media".