You’re a digital marketer. Your focus is email. You likely also use social media.
But have you ever thought about using the two together?
If you’ve ever wondered how to build an email list on Facebook, you aren’t alone. With almost 2.5 million active users, Facebook is a goldmine for marketers.
To find out how to best leverage these users for your email list, follow our tips.
What posts attract engagement on Facebook?
Facebook may have well over 2 million users, but you can’t sell to all of them. Luckily, the platform’s advertising reach is still estimated at about 1.9 billion—so there’s plenty of people to work with.
You probably already know that less is more. Too much sleep leaves you groggy, too much water makes you sick, and too much Facebook burns you out.
The Social Media Examiner tells us 93% of marketers regularly use Facebook for advertising. So what’s the secret to breaking through the billions of posts without turning off your audience?
Think quality over quantity.
Every post you make must be geared toward engagement. Create posts your followers don’t want to scroll past—posts that make them double take, scroll up, and click-through. Those are the ones that’ll grow your email list.
Not sure what content to create? We have a few ideas for you.
Story posts
Facebook posts and email newsletters share a similar formula for success. If you’re after engagement, tell a story—or at least part of it.
Source: Social Media Examiner
The example above tempts people to find out more. It entices them with a crisp graphic and a good quote.
When you’re building an email list on Facebook, prime your audience with interesting stories that engage them and keep them coming back for more.
Get your audience involved
Social media users don’t scroll through their feeds to simply read posts. There’s a lot of creative content publishing daily. People like to show off their skills, or have their voices heard. Give people a chance to get involved in your content.
Try the following:
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Let them caption a photo: Get your audience used to engaging with you by letting them write a funny or fitting caption to a photo.
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Ask them a question: Facebook is a great place to get your audience talking to you. This approach helps you find out what potential subscribers like, dislike, and expect from you. (Then, you can use this information to create segments for future campaigns.)
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Request input: It may seem obvious, but many marketers overlook the option to request feedback. Ask users about their experience with a product line, your page, or your company in general. This will help you as you craft future emails—especially when it comes to calls-to-action (CTAs).
When you publish posts like these on a regular basis, you’ll eventually build an active following. Your list should grow, but you’ll be focusing on the quality of your followers instead of just the quantity.
Creating an email list CTA
After your audience is accustomed to engaging with your social content, and you’ve refined that audience into one that will translate well into an email channel, it’s time to start asking for sign ups.
Luckily, social media was rated as the top potential source of brand awareness and engagement in a study from Campaign Monitor.
Source: Campaign Monitor
But what’s the best way to ask for sign ups? There are a few strategies, each with their own benefits.
The first is by creating a content series. You can publish multiple parts on social media, and then release the rest via email. If this is too bait-and-switch for you, you can spice up regular CTAs with more impactful content.
Looking for inspiration? Check out the graphic above from Campaign Monitor. Promote your email list with a professionally-made video, or have an industry influencer you know give a good review of your email content.
Another option is to create an email subscribe button and link it to the sign-up page. The opposite also works—Facebook like buttons can help you boost social media through email. You can switch it and get your email list built from popular Facebook content.
If you have exclusive offers you send via email, opportunities for contest entry, or sign-up options for a special event, promote them. Let prospective subscribers know what they’re missing out on if they choose not to sign up.
Because you’re showing off what you offer, and you’ve refined your target audience, your CTAs have a higher chance of success. Once those sign-ups start coming in, the next step is to have fresh email content to make newcomers glad you’re in their inbox.
Email options for subscribers migrating from Facebook
When your users are migrating to your email list from Facebook, you have a few options to reach them and build your relationship.
Ask what they want
This seems simple, but many marketers overlook it. Treat a new subscriber like they’re a new customer walking into your store. Welcome them, then ask them this basic question, “What are you looking for?”
Source: Really Good Emails
This email from Booz Allen succeeds for two reasons: Firstly because, right away, this brand is choosing to learn what content their new subscriber prefers. Secondly, they’re showing this person that they want the subscriber to get the most out of this relationship.
Open up with a deal
If you’re looking to welcome someone to your email list, there’s arguably no better way to do it than by offering them a deal.
Source: Really Good Emails
Instead of picking a specific product, do as Barebones did. Provide a discount on the user’s first purchase.
If you want another option, consider offering a gift card with a set amount of money.
For a third option, you could include a complimentary gift with their first purchase, like a popular product or an accessory you offer.
Introduce yourself
Your email relationship is just that: A relationship. First impressions are everything.
If you step out of cyberspace and think what you’d do in a real-life situation, you’d probably start with a friendly greeting and a handshake. You’d then follow up with information about yourself.
The classic introduction email mimics these best practices, giving your newfound subscriber everything they need to know about you.
Source: Really Good Emails
Provide valuable links at the end. Your new subscribers will likely want to know how to contact you, or follow you on other social platforms.
Wrap up
Email and Facebook aren’t that different. Both are fast-paced, popular platforms where marketers can reach plenty of people. Knowing how to build an email list on Facebook helps you leverage one platform to benefit the other.
When you’re looking to gain subscribers from Facebook, remember:
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Prime your Facebook audience with content you usually share via email
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Use deals and various marketing methods to spice up your CTA
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Start off with the right email to new subscribers
When you look past Facebook’s reputation as a hotspot of memes and birthday wishes, you’ll see a ton of potential any marketer can benefit from.
When you’re crafting those first few emails, don’t forget to nail the subject line. Use our ultimate best practice guide to get started.
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