Can Facebook drive your direct marketing?
Posted by Donna Peterson on Wed, Aug 24, 2011 @ 06:00 PM
Did you ever think about using Facebook to collect emails?
Social Media ROI is difficult to prove. In the face of this problem, marketers are combining Social Media with Email Marketing to improve and add to their direct marketing lists. By using Social Media platforms such as Facebook to drive email acquisition, direct marketers are winning in the Social Media space.
In an article by Direct Marketing News, big brands are using Facebook to drive email acquisition. For example, Kraft Foods is using social media to introduce a product. Instead of just creating a Facebook page for MiO, its new water-flavor enhancement product, Kraft Foods used its Facebook page to run a promotion with an attached email element. The promotion invited users to try a free sample in exchange for providing their email address and even mailing addresses. This provided the company with a great list of already brand-engaged, product-familar consumers to market to.
Why email?
Email is known for it's strong ROI. Using email lists and email marketing campaigns, direct marketers can track open rates, clicks, CTR, and Conversions from each campaign, split-test the most minute details and optimize for better performance. The ability to track all of these key data points makes email marketing superior to social media marketing when it comes to reporting ROI.
To read more insights see the full article: Marketers leverage Facebook for email
acquisition and consumer engagement