Email Subscribers are Valuable
Many marketers consider email subscribers to be the most profitable and loyal customers. This is most likely because email subscribers have asked to enter a relationship with your company provided you continue to send them valuable information. They want to be notified of updates, information, sales, and offers that are relevant to their needs and desires.
Facebook can Help Fill in the Gaps
The issue with email marketing is in the relatively low open rates (20-25% average) and dismal click-through rates (3-5% on average). In this way Facebook can help support, not replace, email marketing by naturally targeting the other 75% of subscribers with content in a different format. Unlike email where your introduction to your customer is 100% text through a subject line, Facebook uses photographs or videos as a first impression. You can target email subscribers on Facebook by uploading your email list into Facebook custom audiences.
How to Create a Custom Audience Using Your Email List
Make sure to click “HD” for the highest quality video.
Concerns About Privacy
Creating custom audiences on Facebook via email lists has been a standard practice in larger corporations and businesses since 2013. If you are outside of the U.S. in an “opt-in” instead of “opt-out” legislative zone you will most likely want to do some future research on privacy laws to make sure you are not violating any policies.
Good Content vs. SPAM
This is also a good time to talk about the difference between SPAM and valuable content. SPAM is unwanted and useless content. Your goal with targeting your email list on Facebook is to get great information into the hands of people who have already told you they want it. By doing this, you increase loyalty, relationships, and profits. Using paid advertisements to “hard sell” to this group might not be the best approach and violate consumer trust.
Final Thoughts
- Use the most recent list to avoid sending advertisements to users who have unsubscribed from your content.
- Segment your custom audiences if you have more than a few thousand email subscribers. Find out how to segment your lists by clicking HERE.
- Use this custom audience list to help promote Facebook Events.
- Measure regularly and often.
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