September 30, 2011

Growing your email list through Facebook: How to and real life examples

by Fawn Young, Marketing Strategist at Bronto

My clients are always looking for ways that their email programs and social networking sites can work together. One of the easiest and best places to start is to use social networking sites to help grow your email list. Earlier, Jim Davidson blogged about how marketers need to cover the social basics, and one of the best ways to do that is by closing the acquisition loop.  Don’t assume that just because someone likes you on Facebook that they are already on your email list or that they’re even aware that you have an email program. So, how do you grow your list through Facebook? It’s easier than you may think. Here it is in 4 easy steps:

  1. Create an add contacts webform to use on Facebook. The information you ask for on this webform can mirror your email sign up webform that you have on your website. Bronto makes it easy to create webforms in your account with the simple drag and drop functionality.
  2. Go ahead and create a list for the contacts that will be signing up through this webform. Keep it simple and just name the list Facebook sign ups. You can have these contacts go onto your master list as well, but you’ll want to be sure you’ve got the Facebook sign ups list created and that they’re going to that in order to track the sign up performance through the social networking site.
  3. Create your custom Facebook tab with Iframes. There is information on how to do this all over the web or within Facebook. Check out some examples of how to make a custom tab and how to add an iFrame.
  4. If you prefer you can make this new tab the default landing tab. I suggest at least doing this for a few weeks to test it out. 

Sounds easy enough, but does it really work? Here are some real life examples:

B2B: Robert H. Ham is a client of mine that provides retailers with quality store fixtures and retail store displays for merchandising and packaging solutions. They keep their Facebook email sign up tab simple but have seen a number of sign ups since the tab went live in April. 

Robert Ham Facebook

B2C: Hartstrings is a client of mine that consists of upscale children’s clothing. They ask for a little more information on their Facebook email sign up form- first name, last name and which type of emails the person is interested in getting. This is great basic information to gather and turn around to use for personalization in their emails. Hartstrings is also highlighting their 10% off coupon when you sign up for their emails.

Heartstrings Facebook

If you already have a company Facebook page but no email sign up tab on your Facebook page, you are missing out on a free way to grow you list! Whether you get 1 sign up or 100 it’s great to utilize your social network sites to generate awareness of your email program. Just keep in mind these best practices:

  1. Keep the form short and sweet
  2. Explain the benefits of why they should join your email program and set their expectations up front by adding a screen shot of what your emails look like. Reeds Jewelers includes a screenshot on their Facebook sign up form:Reeds Facebook
  3. Make sure that you offer different content in your emails and social media sites to keep things fresh and give people a reason to want to connect with you on all your different levels.
  4. Offer some kind of incentive to encourage people to join your list.

Growing your email list from Facebook is a great way to convert your brand’s fans to subscribers. Multi-channel communication is a great way to keep your fans/subscribers engaged by messaging them in different channels and with different offers. Have you found success in email list growth through Facebook? If so, please share your thoughts below.

Fawn Young
Marketing Strategist at Bronto

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Fawn Young, Marketing Strategist at Bronto

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