Social Media Strategy, Social Media Integration

17 Ways to Integrate Facebook and Email Marketing

I won’t write out the entire presentation for you in blog post form – that’s what Slideshare is for – but here are the high points of this presentation on Killer Integration of Facebook and Email Marketing, where I offer 17 specific ways to tie these two important programs together.

2 Sides of the Same Coin

The notion that Facebook is a tool to create new customers is massively flawed. Research from DDB shows that 84% of fans of company Facebook pages are current customers. Of course they are. Think about how you use Facebook. You don’t randomly surf around, clicking the “Like” button for companies of which you’ve never, ever heard. Why would you want their info in your news feed?

Consequently, Facebook is primarily a tool for keeping your brand top-of-mind among customers who have given you permission to do so. Through this messaging, you hope to solicit repeat business and customer advocacy. And email marketing sets out to do the exact same thing.

Thus, the people in charge of Facebook and the people in charge of email marketing in your company should be the SAME PEOPLE.

3 Types of Integration

There are three main areas where Facebook and email marketing can and should be integrated:

  • Strategic Integration
  • Channel and Audience Integration
  • Message Integration

Strategic Integration of Facebook and Email Marketing

There are several areas of overlap here, but perhaps the most illustrative is the fact that the metrics used to measure both tactics are mathematically quite similar, even if we call them different names:

  • Email subscribes = Facebook “Likes”
  • Email unsubscribes = Facebook “UnLikes”
  • Email opens = Facebook impressions
  • Email clicks = Facebook feedback
  • Email forwards = Facebook shares

You can even derive the value of your overall Facebook marketing effort by examining it through the prism of your existing email marketing investment. I wrote a post about this new way to calculate what Facebook is worth to your business a while ago. It includes a link to a free Facebook valuation worksheet.

Channel and Audience Integration of Facebook and Email Marketing

The goal is not to get an email opt-in or a Facebook “Like”. The goal is to get both. Consequently, whenever you are asking for you, you should be asking for the other, as well.

  • Email thank you messages.
  • Email unsubscribe preference centers.
  • Facebook landing tabs.
  • Social log-ins using software like JanRain.

Message Integration of Facebook and Email Marketing

Tons of options here for using (and re-using) your Facebook and email content.

  • Use email subject line testing to optimize Facebook ad headlines. And vice-versa.
  • Test image effectiveness via email, incorporate into status updates or Facebook ads. And vice-versa.
  • Just like Sponsored Stories, incorporate fan expressions of advocacy into your email content.
  • Incorporate most popular email content into status updates. And vice-versa.
  • Tease upcoming emails via status update.

Do Not Eat This Entire Sandwich

The presentation has 17 ways to tie Facebook and email together. Do not try to tackle all of those at once. Pick the two to four that make the most sense for your company, and try them. Them, add two more. And two more. Until you’ve integrated your programs in many ways. Remember, however, that your Facebook and email marketing will NEVER be optimally integrated if different groups (or even different agencies) are handling them.

You know how you can tell social media is a truly big deal? It’s become too important to stand on its own.

This is a presentation I originally put together for the Facebook Success Summit. Many thanks to two geniuses and good guys Christopher S. Penn and Chad White for their help and inspiration.

Related
  • CLGarvock

    Hi Jay – While I don’t randomly click on businesses I’ve never heard of, I do click on businesses that I am not yet a customer of. I think FB is a great tool that, in addition to keeping us top-of-mind with our current clients, boosts the know like and trust factor with our prospects. Would you agree?

    • http://www.convinceandconvert.com JayBaer

      @CLGarvock Yes, I would agree. In fact, I believe people will increasingly use a visit to FB as part of their decision-making process pre-purchase, the same way we check out a website today before pulling the trigger on a buy.

  • http://www.emailzipcode.net/ EmailLister72

    Hey Jay,

    Do you have any blogs or articles on this same idea but using Twitter? I’ve been trying to utilize twitter as a big advertising campaign for my new business so i’m looking for all the tips and help i can get.. Thank you.

  • http://www.emailzipcode.net/ EmailLister72

    Hey Jay,

    Do you have any blogs or articles on this same idea but using Twitter? I’ve been trying to utilize twitter as a big advertising campaign for my new business so i’m looking for all the tips and help i can get.. Thank you.

  • garious1

    Thanks Jay – I’m mostly using Twitter with my email marketing campaign so your post got me curious. I’m not just sure how to qualify the likes I’m getting at Facebook – if they just liked what I posted for the sake of liking or if they really liked the content I’ve shared. I’m wondering, now with Google+ brand pages, will we see more engagement there than what we’re seeing right now on Facebook?

  • kkoolook

    This is a superb and analytical post.

    Thank you Jay for this concentrated and well presented piece of information!

  • DanyGoel

    (http://www.txtimpact.com/Email2SMS.asp )2way Email to Text SMS Service /Text to email service : Email to Text SMS Gateway allows you to use your email client (MS & Outlook, Gmail or any other email client) to send and receive Text messages. This is a great interface for people comfortable with using email. It also allows for multiple people to use the system – a powerful tool for office communication. Once registered follow the email setup steps and you are ready to send from your email client. Replies to an Text or SMS can automatically be forwarded to an email address of your choice. This feature allows you to extend Text messaging to your desktop. By using your email client to send SMS’s you can easily communicate with one person or groups of people while using a familiar interface. As this is a 2way platform, responses to the SMS will be sent to the email account of your choice. When you respond to these reply emails they will automatically be converted back to an SMS and sent to the responder’s phone.

  • SocialTIS

    Thanks for the great post, Jay. I love “integration, not isolation” and the point that social media has become too important to stand on its own. Marketers can really benefit from understanding how to integrate Email and Facebook – this presentation lays it out in a way that is easy to understand and implement. Tina Stewart (@socialTIS), SVP Marketing, Lyris

  • rambabu234sonu

    excellent job Jay, yes both work the same, but some prefer to read through email and some on socially , we always need this to integrate our social & email to work for them  . .nice slideshare . 

  • DanyGoel

    Send Text Messages (SMS) Via Email and Receive Text Messages as Email
    Email to Text message SMS Gateway allows you to use your email client (MS & Outlook, Gmail or any other email client) to send and receive Text messages.

  • http://www.alphasandesh.com/demo.php Bulk mail mailing

    excellent job,very impressive.you have done a quite good job.I wondered about that others have not thought about it in such a way.Really informative post..Keep up the good job!!!Really impressed.This has helped me alot.Thank u so much and keep it up..Great job!!!
    <a href=”://www.alphasandesh.com/pricing.php” title=”Bulk Email Server Plan”><b>Bulk Email Server Plan</b></a>

  • http://www.alphasandesh.com/demo.php Bulk mail mailing

    excellent job,very impressive.you have done a quite good job.I wondered about that others have not thought about it in such a way.Really informative post..Keep up the good job!!!Really impressed.This has helped me alot.Thank u so much and keep it up..Great job!!!

  • http://www.squarefishinc.com/ Squarefish

    Impressive and quite comprehensive Jay! You have nailed it again. Many thanks for sharing your presentation from the summit.

  • http://www.thelistcompany.com/ The Markeing List Companies

    Facebook is primarily a tool for keeping your brand top-of-mind among customers who have given you permission to do so.