Facebook for Email Marketers — PageLever Whitepaper
Transcript of Facebook for Email Marketers — PageLever Whitepaper
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
October 17 2012
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Introduction 3
A new way to think about Facebook Pages 4
Facebook Pages = Email Lists on Steroids 5
Facebook News Feed = Email Inbox 6
Untapped Opportunity 7
Email marketing challenges that Facebook can solve 8
Open and click-through rates 9
Deliverability and spam 10
Shareability and Virality 11
Growth 13
Data Management 15
Signup Opt-in Opt-out 16
The challenge or Facebook Marketers Content Relevancy 17
Underexplored Strategies in Facebook marketing 19
Segmentation through organic Page Post Targeting 20
Promoted Posts + Custom Audiences 22
Dark Posts 23
Facebook Marketing is ready or disruption 24
About PageLever 25
Table o Contents
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
For the past ve years Facebook Pages have primarily been used to generatoverall brand awareness and engagement mdash most Pages publish content thaspeaks to the widest audience possible or a ew reasons
1 Facebook Pages are a relatively new marketing platorm2 Up until this year Facebook provided ew organic targeting and
segmentation options and did little to promote them3 Pages are oten managed by PR amp marketing agencies rather than brand
marketers who are closer to customer insights and CRM data4 Most brands optimize or scale and reach
By trying to please everyone Pages risk becoming generic and ignore thereality that audiences are made up o people with dierent interests andneeds As a direct result o this many struggle to see ROI
It doesnrsquot have to be this way
The truth is the tools necessary to segment and target content on Faceboo
exist - many have been introduced this year But because the social mediamarketing industry has developed without them it will take a mindset shit iorder to understand their power
We think that one o the best ways to understand segmentation is throughemail marketing because targeting and personalization through data is its
lieblood For email marketers who generally have not been very involvedwith Facebook Pages so ar we think therersquos a huge upside to gettinginvolved because the mindset and lessons learned rom email are the keys tgaining a competitive advantage and optimizing or earned media
In this whitepaper wersquoll break down proven email marketing tactics thatcan be used on Facebook challenges or email marketing that Facebookcan solve and outline what the uture o hyper-targeted marketing andadvertising on Facebook means or brands and agencies
Introduction
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In other orms o marketing we segment audiences into cohorts using acombination o common sense and data Dierent cohorts get dierentmessaging and oers in order to optimize or right time right place and righcontent While brand identity remains constant marketers and advertisersrecognize that marketing must be contextually relevant in order or people tabsorb it (much less share it)
Email marketing is currently the pinnacle o this type o segmentation
because it allows marketers to deliver a unique personalized message toindividuals based on data they collect about them Working with emailmarketing sotware marketers can do this at immense scale sending outhundreds o thousands o individually personalized messages based on
bull Age
bull Gender
bull Location
bull Past purchases amp inerred purchase intentbull Workplace (B2B)bull App activitybull etc
Email marketers have already proven the return on investment in being ableto deliver the right message to the right person at the right time - nearlyevery business rom Fortune 500 companies to small business uses emailmarketing Unlike Facebook Pages and Ads yoursquoll rarely read articles doubtin
the eectiveness o email marketing
However the same segmentation that is possible through email marketing ispossible on Facebook too Not only is it possible it can be better than email
and require signicantly less overhead Herersquos a ew reasons why
bull Facebookrsquos core experience the News Feed is a deeply personalizedpresentation o content based on relevancy to the user
bull Facebook has more data about people than any other platormbull Facebook makes this data available or paid and organic targetingbull Facebook now allows marketers amp advertisers to leverage their own data
tandem with Facebook data (Custom Audiences Open Graph Action Spe
A new way to think about
Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
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Comparing email marketing to Facebook Pages may seem like an apples tooranges comparison on the surace But when we take a step back and look the core mechanics o each we nd that
Opt-in
bull Both are orms o opt-in marketing On Facebook people explicitly chooto like a Page With an email list people choose to enter their emailaddress
Direct Marketing
bull Both an email list and a Facebook Page represent an audience o peoplewho have some connection or anity to the brand This is in contrastto other orms o marketing and advertising where the audience beingtargeted is relevant to the brand but not the brandrsquos own audience (TVprint display advertising etc)
Relevancy is essential
bull Both ace challenges in presenting the right message amp content to theright person at the right time and ailure to do so results in a smaller lessengaged audience (later on wersquoll dig deeper into why email marketerstypically understand this better than Facebook marketers)
Sotware helps to scale amp optimize
bull Growth and scale present challenges in segmentation and require sotwa
to manage and optimize campaigns in an ecient manner
Facebook Pages = Email Lists
on Steroids
A new way to think about Facebook Pages
Starting to see the similarities
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Just as Facebook Pages are similar to email lists the Facebook News Feedshares many similarities with the email inbox
Center o activity
bull The Facebook News Feed is a stream o activity and the email inbox is a o activity mdash two dierent ormats or viewing important messages
Checked every day
bull Whatrsquos the rst thing people do when they turn on their computer or pulout their smartphone They look at their email or their Facebook NewsFeed Both the News Feed and the inbox are viewed multiple times per daby the average person
Accessible on mobile
bull Both the News Feed and the inbox are not only accessible on mobiledevices their content must be ormatted to accomodate smaller screensizes as consumption shits away rom desktops and laptops and towardsmartphones and tablets
Real-Time
bull While it seems like a given in 2012 itrsquos important to remember that contecan be delivered to the News Feed and the email inbox instantaneouslywithout a delay or approval process This requires marketers particularlyon the agency side to shit ocus towards keeping up with current event
to stay relevent to peoplersquos everyday lives
Facebook News Feed = Email
Inbox
A new way to think about Facebook Pages
Email marketers understand the inbox
better than anyone else
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Combining the lessons learned rom email marketing with Facebookrsquos dataand social platorm is a huge opportunity in every vertical mdash but i targetingand segmentation Facebook Page content is such a big opportunity whyhavenrsquot more marketers taken advantage o it
Email marketing and Facebook marketing are
each complex in very dierent ways
This is part o why most o the time therersquos little crossover between the
people managing email marketing and those in charge o managing FaceboPages Each group aces dierent challenges even though each could benerom the otherrsquos expertise
Email marketers spend much o their time managing data integration issuessince their ability to segment messaging is dependent on centralizing datarom multiple sources - purchases newsletter signups CRM data supporttickets They deal with conficting and incomplete data and have to optimiz
or deliverability to ensure their emails arenrsquot marked as spam click-throughrate (CTR) and oten become experts in web analytics and conversionoptimization
Email marketers understand the bottom o the unnel very well
By contrast community managers and ldquosocial media marketersrdquo spend theirtime developing content reacting and responding to news and changesto Facebookrsquos platorm They deal with the challenges o how to develop
experiences and content that is engaging and sharable and their objectiveis primarily to deepen brand anity and awareness not drive commerce or
sales As a result many become experts at developing and iterating contentstrategy and understanding the role o identity in branding
Social media marketers understand the top o the unnel very well
Untapped Opportunity
Social media marketers can learn a lot
rom email marketers and visa-versa
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
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Email marketing challenges
that Facebook can solve
So ar wersquove described only the upsides o email marketing - the ability totarget and segment messaging based on data and reach an audience that haopted into receiving messages
But email marketing has challenges o its own
How do you ensure that data associated with an email address is curren
How do you get people to share content they receive via email
How do you cut ensure your messages arenrsquot lumped beside spam
How do you make it easy or people to opt-in opt-out and unsubscribe
Open amp click-through-rates deliverability shareability data management anaudience growth are huge challenges or email marketers
Letrsquos see how Facebook attacks issues that
email marketers have aced or years
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
According to recent benchmarks on average people in the United States onopen 199 o email marketing and only click on 54 Or in other words
801 o email marketing is ignored and 946 generates no action
This presents challenges when trying to reach an audience with an importanmessage - not just a fash sale or a coupon but an important announcemenor change While there are optimizations that can boost open and click rates
by a ew percentage points it is not possible to ensure that the message isseen by the majority o the target audience much less the entire audience
Facebook Pages have a similar parallel - the average post rom a FacebookPage organically reaches a small percentage o the Pagersquos audience and thispercentage can be particularly low or larger Pages (the same is generally truor large email lists) Similarly there are subtle optimizations that can boostorganic reach and engagement
Open amp Click-Through Rates
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
However unlike email Facebook has nativeadvertising options that allow marketers topay to ldquopromoterdquo or ldquosponsorrdquo Page postsin usersrsquo News Feeds paying or additionalimpressions
I we think o reach on Facebook in
terms o open rates on email Facebook
eectively is letting Pages pay to
increase their open rate
From the perspective o email marketing where an open rate optimization o
a ew percentage points can make a meaningul dierence the ability to payto increase this rate by 20-80 is unheard o
Percentage Reach on Facebook = Email
Open Rate
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Over 891 o email is spam
Less than 4 o content on Facebook is spam
Because the majority o email is spam and email is a decentralized servicedeliverability is a major issue or email marketers mdash i even a small numbero people mark messages rom a certain IP address or sender as spam majo
email clients like Gmail will lter out such messages rom users inboxesaltogether placing them in the spam older alongside scam emails romNigeria mdash the last thing any brand wants to be associated with
The responsibility or ensuring deliverability lies in the hands o marketersthemselves and email marketing sotware vendors or whom highdeliverability rates are a major selling point This is a major headache or allparties as time oten must be spent on deliverability rather than contentgeneration and optimization
While Facebook aces similar challenges with abuse o its platorm thecompany is able to more eectively curtail spam on its own and actor spamcomplaints into News Feed visibility
Deliverability amp Spam
Email Marketing Challenges that Facebook Solves
Facebook users give negative eedback more requently which helps
Facebook create a better user experience
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As a result Facebook users do not expect to see spam content on Facebookin the same way they expect their email address to receive a regular streamo spam in their inbox There is no spam older on Facebook and thereoreno chance o being associated with phishing and spam content rom others
While some users may express distrust in Facebook as a company users trusthe content that appears in their News Feed is not spam
As long as a Facebook Page is not publishing content on Facebook thatpeople mark as spam it runs zero risk o being associated with or categorizeas spam
Facebook is signicantly more eective at
curtailing spam than any email service
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Getting people who open a piece o email marketing to subsequently sharecontent is very dicult
Email is a space or work not play
While email was used more requently in the past or communication andsharing between riends and amily Facebook is now the primary place whe
people share photos links videos products and oers with their riends mdashnot email
Very ew people share marketing emails with
riends via social networks
This limits the reach and ultimately the return on investment that can comerom email marketing becuase reach is conned by the number o recipiento the email and the open rate The k-actor (viral coecient) is practicallynon-existent For transactional marketing like oers and coupons this
arguably matters less but over the past year many previously non-socialcontent categories have started to be shared on Facebook particularly in
e-commerce where email marketing is strongest People want to share withtheir riends and email is a poor platorm or marketers to place social sharincalls to action
Email doesnrsquot integrate with social sharing
plugins so even with great content return on
investment is inherently limited
Shareability amp Virality
Email Marketing Challenges that Facebook Solves
These just
donrsquot work
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By contrast Facebook is social by design - the native calls to action directlybelow all content are to like comment or share and outperorm sharing linkon 3rd-party sites or in email by a large margin in terms o engagement rate
Whereas the reach o email content is limited by list size reach on Facebook
extends ar beyond just ans and into riends o ans
Because people are so comortable using Facebookrsquos native sharing actions
posts by Facebook Pages can reach ar beyond people who like the Page mdash
great content can reach a theoretically unlimited number o people
Facebook content can reach ar beyond a Pagersquos
pre-existing audience through likes comments
and shares
The impact o email marketing has a xed
limit Impact on Facebook Unlimited
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
There are two legitimate ways to grow an email list
bull Insert signup orms on landing pages amp websites and incentivize signupswith content or promotion
bull Use emails collected transactionally through purchases or accountregistration
In practice this means that email lists grow in parallel to the growth o a
business - the number o new emails is always directly proportional to thetrac users and sales that come in
Email list growth is typically conned by externa
actors
Itrsquos extremely dicult to accelerate the growth o an email list throughadvertising without creating perverse incentives
For example many marketers run ads that direct people to a signup orm thpromises a giveaway or a digital good like a coupon video or a PDF Whilethis is called opt-in marketing in practice many people only opt-in or theincentive and donrsquot actually want to be on the email list Many users evenhave separate email addresses so they can get the incentive while avoidingthe marketing or unsubscribe immediately ater signing up
Even with a high conversion rate list subscribers acquired through theseincentives have higher unsubscribe rates lower open and click rates and
are less relevant to the business because they signed up or the wrongreasons While it is possible to align incentives with email marketing content
particularly or proessional or educational content it is challenging andrequires exceptional execution that is rarely seen
Facebook Pages can be amplied through
sponsored stories and grow extremely ast
When a person likes a Facebook Page it generates a story that is then eligibl
Growth
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
to appear in the News Feeds o that personrsquos riends and subscribers Whilethese stories oten appear organically they are also eligible to be sponsoredby advertisers
Growth o Facebook Pagesis increasingly coming rom
mobile devices
By contrast email marketingsignup orms require users tomanually enter their email mdash
a lot more riction than justtapping ldquolikerdquo
Email lists grow through incentives
Facebook Pages grow through social context
Sponsored Page Post Page Like Sponsored Stor
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In order to target and segment messages email marketers need data mdashdata that typically comes rom multiple sources including signup ormstransactions app installs and CRM systems
It takes expertise sotware and work to order to import deduplicate and sythis data so that it can be used in email marketing sotware Quite oten itrequires time rom sotware developers in order to connect systems via APIsand ensure that data is automatically passed between dierent systems
Email marketing requires a signicant amount o
overhead in order to segment emails using data
By contrast Facebook abstracts the majority o the data management awayrom marketers and advertisers - instead o having to collect and managedata themselves marketers and advertisers can target and segment based oFacebookrsquos data using either sel-serve or paid tools
Facebook data available to marketers or paid amp organic targeting
From an email marketing perspective the real-time availability o accuratedemographic data like workplace interests age gender or relationship statuat no additional cost is simply unheard o
Data Management
Email Marketing Challenges that Facebook Solves
AgeRelationship Status
GenderInterested In
Precise Interests
Workplace
ConnectionsLanguage
Education
Location
The days o prompting users to manually
ll out online amp ofine orms are waning
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Every email marketing sotware solution has a dierent process and userexperience or creating and managing signup orms and the opt-in opt-ouprocess Email marketers have to manage each step o this process customand brand it
By contrast Facebookrsquos native interace manages this entire process mdash a usesimply clicks ldquolikerdquo to opt-in and clicks ldquounlikerdquo to opt-out There is no signuprocess or Facebook Pages and or apps a simple authorization dialog thatdoes not require the user to enter any eld orms
Signup Opt-in Opt-out
Email Marketing Challenges that Facebook Solves
instead o
Sponsored Stories Signup Forms
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As Facebook Pages growit becomes increasingly
challenging to ensure thattheir posts are relevant to alarge and diverse audienceAs we noted beore themajority o Facebook Pagespublish and promote the samecontent to their audience
which results in either lowest-common denominator contentor irrelevant content beingdisplayed in ansrsquo News Feeds
At best some Pages will promote posts to a ew target demographics or tryto lower CPC costs by running multivariate tests on ads but social mediamarketers typically donrsquot think in terms o segmentation
By contrast segmentation is the lieblood o the email marketing businessThis is because with email there are directly measurable consequences osending an irrelevant message to a user - they unsubscribe rom the mailinglist and are suddenly unreachable Email marketers have to be careul about
The challenge o Facebook marketing is simple
Right time right person right message
Just like all advertising and marketing - Facebook doesnrsquot escape theundamental principals that have guided great marketing and advertising or
decades But very very ew Pages apply these principals in practice
The challenge or Facebook marketers
Content Relevancy
Morsquo Fans Morsquo Problems
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
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Facebook for Email Marketers Whitepaper
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Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Introduction 3
A new way to think about Facebook Pages 4
Facebook Pages = Email Lists on Steroids 5
Facebook News Feed = Email Inbox 6
Untapped Opportunity 7
Email marketing challenges that Facebook can solve 8
Open and click-through rates 9
Deliverability and spam 10
Shareability and Virality 11
Growth 13
Data Management 15
Signup Opt-in Opt-out 16
The challenge or Facebook Marketers Content Relevancy 17
Underexplored Strategies in Facebook marketing 19
Segmentation through organic Page Post Targeting 20
Promoted Posts + Custom Audiences 22
Dark Posts 23
Facebook Marketing is ready or disruption 24
About PageLever 25
Table o Contents
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
For the past ve years Facebook Pages have primarily been used to generatoverall brand awareness and engagement mdash most Pages publish content thaspeaks to the widest audience possible or a ew reasons
1 Facebook Pages are a relatively new marketing platorm2 Up until this year Facebook provided ew organic targeting and
segmentation options and did little to promote them3 Pages are oten managed by PR amp marketing agencies rather than brand
marketers who are closer to customer insights and CRM data4 Most brands optimize or scale and reach
By trying to please everyone Pages risk becoming generic and ignore thereality that audiences are made up o people with dierent interests andneeds As a direct result o this many struggle to see ROI
It doesnrsquot have to be this way
The truth is the tools necessary to segment and target content on Faceboo
exist - many have been introduced this year But because the social mediamarketing industry has developed without them it will take a mindset shit iorder to understand their power
We think that one o the best ways to understand segmentation is throughemail marketing because targeting and personalization through data is its
lieblood For email marketers who generally have not been very involvedwith Facebook Pages so ar we think therersquos a huge upside to gettinginvolved because the mindset and lessons learned rom email are the keys tgaining a competitive advantage and optimizing or earned media
In this whitepaper wersquoll break down proven email marketing tactics thatcan be used on Facebook challenges or email marketing that Facebookcan solve and outline what the uture o hyper-targeted marketing andadvertising on Facebook means or brands and agencies
Introduction
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In other orms o marketing we segment audiences into cohorts using acombination o common sense and data Dierent cohorts get dierentmessaging and oers in order to optimize or right time right place and righcontent While brand identity remains constant marketers and advertisersrecognize that marketing must be contextually relevant in order or people tabsorb it (much less share it)
Email marketing is currently the pinnacle o this type o segmentation
because it allows marketers to deliver a unique personalized message toindividuals based on data they collect about them Working with emailmarketing sotware marketers can do this at immense scale sending outhundreds o thousands o individually personalized messages based on
bull Age
bull Gender
bull Location
bull Past purchases amp inerred purchase intentbull Workplace (B2B)bull App activitybull etc
Email marketers have already proven the return on investment in being ableto deliver the right message to the right person at the right time - nearlyevery business rom Fortune 500 companies to small business uses emailmarketing Unlike Facebook Pages and Ads yoursquoll rarely read articles doubtin
the eectiveness o email marketing
However the same segmentation that is possible through email marketing ispossible on Facebook too Not only is it possible it can be better than email
and require signicantly less overhead Herersquos a ew reasons why
bull Facebookrsquos core experience the News Feed is a deeply personalizedpresentation o content based on relevancy to the user
bull Facebook has more data about people than any other platormbull Facebook makes this data available or paid and organic targetingbull Facebook now allows marketers amp advertisers to leverage their own data
tandem with Facebook data (Custom Audiences Open Graph Action Spe
A new way to think about
Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Comparing email marketing to Facebook Pages may seem like an apples tooranges comparison on the surace But when we take a step back and look the core mechanics o each we nd that
Opt-in
bull Both are orms o opt-in marketing On Facebook people explicitly chooto like a Page With an email list people choose to enter their emailaddress
Direct Marketing
bull Both an email list and a Facebook Page represent an audience o peoplewho have some connection or anity to the brand This is in contrastto other orms o marketing and advertising where the audience beingtargeted is relevant to the brand but not the brandrsquos own audience (TVprint display advertising etc)
Relevancy is essential
bull Both ace challenges in presenting the right message amp content to theright person at the right time and ailure to do so results in a smaller lessengaged audience (later on wersquoll dig deeper into why email marketerstypically understand this better than Facebook marketers)
Sotware helps to scale amp optimize
bull Growth and scale present challenges in segmentation and require sotwa
to manage and optimize campaigns in an ecient manner
Facebook Pages = Email Lists
on Steroids
A new way to think about Facebook Pages
Starting to see the similarities
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Just as Facebook Pages are similar to email lists the Facebook News Feedshares many similarities with the email inbox
Center o activity
bull The Facebook News Feed is a stream o activity and the email inbox is a o activity mdash two dierent ormats or viewing important messages
Checked every day
bull Whatrsquos the rst thing people do when they turn on their computer or pulout their smartphone They look at their email or their Facebook NewsFeed Both the News Feed and the inbox are viewed multiple times per daby the average person
Accessible on mobile
bull Both the News Feed and the inbox are not only accessible on mobiledevices their content must be ormatted to accomodate smaller screensizes as consumption shits away rom desktops and laptops and towardsmartphones and tablets
Real-Time
bull While it seems like a given in 2012 itrsquos important to remember that contecan be delivered to the News Feed and the email inbox instantaneouslywithout a delay or approval process This requires marketers particularlyon the agency side to shit ocus towards keeping up with current event
to stay relevent to peoplersquos everyday lives
Facebook News Feed = Email
Inbox
A new way to think about Facebook Pages
Email marketers understand the inbox
better than anyone else
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Combining the lessons learned rom email marketing with Facebookrsquos dataand social platorm is a huge opportunity in every vertical mdash but i targetingand segmentation Facebook Page content is such a big opportunity whyhavenrsquot more marketers taken advantage o it
Email marketing and Facebook marketing are
each complex in very dierent ways
This is part o why most o the time therersquos little crossover between the
people managing email marketing and those in charge o managing FaceboPages Each group aces dierent challenges even though each could benerom the otherrsquos expertise
Email marketers spend much o their time managing data integration issuessince their ability to segment messaging is dependent on centralizing datarom multiple sources - purchases newsletter signups CRM data supporttickets They deal with conficting and incomplete data and have to optimiz
or deliverability to ensure their emails arenrsquot marked as spam click-throughrate (CTR) and oten become experts in web analytics and conversionoptimization
Email marketers understand the bottom o the unnel very well
By contrast community managers and ldquosocial media marketersrdquo spend theirtime developing content reacting and responding to news and changesto Facebookrsquos platorm They deal with the challenges o how to develop
experiences and content that is engaging and sharable and their objectiveis primarily to deepen brand anity and awareness not drive commerce or
sales As a result many become experts at developing and iterating contentstrategy and understanding the role o identity in branding
Social media marketers understand the top o the unnel very well
Untapped Opportunity
Social media marketers can learn a lot
rom email marketers and visa-versa
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Email marketing challenges
that Facebook can solve
So ar wersquove described only the upsides o email marketing - the ability totarget and segment messaging based on data and reach an audience that haopted into receiving messages
But email marketing has challenges o its own
How do you ensure that data associated with an email address is curren
How do you get people to share content they receive via email
How do you cut ensure your messages arenrsquot lumped beside spam
How do you make it easy or people to opt-in opt-out and unsubscribe
Open amp click-through-rates deliverability shareability data management anaudience growth are huge challenges or email marketers
Letrsquos see how Facebook attacks issues that
email marketers have aced or years
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
According to recent benchmarks on average people in the United States onopen 199 o email marketing and only click on 54 Or in other words
801 o email marketing is ignored and 946 generates no action
This presents challenges when trying to reach an audience with an importanmessage - not just a fash sale or a coupon but an important announcemenor change While there are optimizations that can boost open and click rates
by a ew percentage points it is not possible to ensure that the message isseen by the majority o the target audience much less the entire audience
Facebook Pages have a similar parallel - the average post rom a FacebookPage organically reaches a small percentage o the Pagersquos audience and thispercentage can be particularly low or larger Pages (the same is generally truor large email lists) Similarly there are subtle optimizations that can boostorganic reach and engagement
Open amp Click-Through Rates
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
However unlike email Facebook has nativeadvertising options that allow marketers topay to ldquopromoterdquo or ldquosponsorrdquo Page postsin usersrsquo News Feeds paying or additionalimpressions
I we think o reach on Facebook in
terms o open rates on email Facebook
eectively is letting Pages pay to
increase their open rate
From the perspective o email marketing where an open rate optimization o
a ew percentage points can make a meaningul dierence the ability to payto increase this rate by 20-80 is unheard o
Percentage Reach on Facebook = Email
Open Rate
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Over 891 o email is spam
Less than 4 o content on Facebook is spam
Because the majority o email is spam and email is a decentralized servicedeliverability is a major issue or email marketers mdash i even a small numbero people mark messages rom a certain IP address or sender as spam majo
email clients like Gmail will lter out such messages rom users inboxesaltogether placing them in the spam older alongside scam emails romNigeria mdash the last thing any brand wants to be associated with
The responsibility or ensuring deliverability lies in the hands o marketersthemselves and email marketing sotware vendors or whom highdeliverability rates are a major selling point This is a major headache or allparties as time oten must be spent on deliverability rather than contentgeneration and optimization
While Facebook aces similar challenges with abuse o its platorm thecompany is able to more eectively curtail spam on its own and actor spamcomplaints into News Feed visibility
Deliverability amp Spam
Email Marketing Challenges that Facebook Solves
Facebook users give negative eedback more requently which helps
Facebook create a better user experience
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As a result Facebook users do not expect to see spam content on Facebookin the same way they expect their email address to receive a regular streamo spam in their inbox There is no spam older on Facebook and thereoreno chance o being associated with phishing and spam content rom others
While some users may express distrust in Facebook as a company users trusthe content that appears in their News Feed is not spam
As long as a Facebook Page is not publishing content on Facebook thatpeople mark as spam it runs zero risk o being associated with or categorizeas spam
Facebook is signicantly more eective at
curtailing spam than any email service
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Getting people who open a piece o email marketing to subsequently sharecontent is very dicult
Email is a space or work not play
While email was used more requently in the past or communication andsharing between riends and amily Facebook is now the primary place whe
people share photos links videos products and oers with their riends mdashnot email
Very ew people share marketing emails with
riends via social networks
This limits the reach and ultimately the return on investment that can comerom email marketing becuase reach is conned by the number o recipiento the email and the open rate The k-actor (viral coecient) is practicallynon-existent For transactional marketing like oers and coupons this
arguably matters less but over the past year many previously non-socialcontent categories have started to be shared on Facebook particularly in
e-commerce where email marketing is strongest People want to share withtheir riends and email is a poor platorm or marketers to place social sharincalls to action
Email doesnrsquot integrate with social sharing
plugins so even with great content return on
investment is inherently limited
Shareability amp Virality
Email Marketing Challenges that Facebook Solves
These just
donrsquot work
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By contrast Facebook is social by design - the native calls to action directlybelow all content are to like comment or share and outperorm sharing linkon 3rd-party sites or in email by a large margin in terms o engagement rate
Whereas the reach o email content is limited by list size reach on Facebook
extends ar beyond just ans and into riends o ans
Because people are so comortable using Facebookrsquos native sharing actions
posts by Facebook Pages can reach ar beyond people who like the Page mdash
great content can reach a theoretically unlimited number o people
Facebook content can reach ar beyond a Pagersquos
pre-existing audience through likes comments
and shares
The impact o email marketing has a xed
limit Impact on Facebook Unlimited
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
There are two legitimate ways to grow an email list
bull Insert signup orms on landing pages amp websites and incentivize signupswith content or promotion
bull Use emails collected transactionally through purchases or accountregistration
In practice this means that email lists grow in parallel to the growth o a
business - the number o new emails is always directly proportional to thetrac users and sales that come in
Email list growth is typically conned by externa
actors
Itrsquos extremely dicult to accelerate the growth o an email list throughadvertising without creating perverse incentives
For example many marketers run ads that direct people to a signup orm thpromises a giveaway or a digital good like a coupon video or a PDF Whilethis is called opt-in marketing in practice many people only opt-in or theincentive and donrsquot actually want to be on the email list Many users evenhave separate email addresses so they can get the incentive while avoidingthe marketing or unsubscribe immediately ater signing up
Even with a high conversion rate list subscribers acquired through theseincentives have higher unsubscribe rates lower open and click rates and
are less relevant to the business because they signed up or the wrongreasons While it is possible to align incentives with email marketing content
particularly or proessional or educational content it is challenging andrequires exceptional execution that is rarely seen
Facebook Pages can be amplied through
sponsored stories and grow extremely ast
When a person likes a Facebook Page it generates a story that is then eligibl
Growth
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
to appear in the News Feeds o that personrsquos riends and subscribers Whilethese stories oten appear organically they are also eligible to be sponsoredby advertisers
Growth o Facebook Pagesis increasingly coming rom
mobile devices
By contrast email marketingsignup orms require users tomanually enter their email mdash
a lot more riction than justtapping ldquolikerdquo
Email lists grow through incentives
Facebook Pages grow through social context
Sponsored Page Post Page Like Sponsored Stor
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In order to target and segment messages email marketers need data mdashdata that typically comes rom multiple sources including signup ormstransactions app installs and CRM systems
It takes expertise sotware and work to order to import deduplicate and sythis data so that it can be used in email marketing sotware Quite oten itrequires time rom sotware developers in order to connect systems via APIsand ensure that data is automatically passed between dierent systems
Email marketing requires a signicant amount o
overhead in order to segment emails using data
By contrast Facebook abstracts the majority o the data management awayrom marketers and advertisers - instead o having to collect and managedata themselves marketers and advertisers can target and segment based oFacebookrsquos data using either sel-serve or paid tools
Facebook data available to marketers or paid amp organic targeting
From an email marketing perspective the real-time availability o accuratedemographic data like workplace interests age gender or relationship statuat no additional cost is simply unheard o
Data Management
Email Marketing Challenges that Facebook Solves
AgeRelationship Status
GenderInterested In
Precise Interests
Workplace
ConnectionsLanguage
Education
Location
The days o prompting users to manually
ll out online amp ofine orms are waning
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Every email marketing sotware solution has a dierent process and userexperience or creating and managing signup orms and the opt-in opt-ouprocess Email marketers have to manage each step o this process customand brand it
By contrast Facebookrsquos native interace manages this entire process mdash a usesimply clicks ldquolikerdquo to opt-in and clicks ldquounlikerdquo to opt-out There is no signuprocess or Facebook Pages and or apps a simple authorization dialog thatdoes not require the user to enter any eld orms
Signup Opt-in Opt-out
Email Marketing Challenges that Facebook Solves
instead o
Sponsored Stories Signup Forms
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As Facebook Pages growit becomes increasingly
challenging to ensure thattheir posts are relevant to alarge and diverse audienceAs we noted beore themajority o Facebook Pagespublish and promote the samecontent to their audience
which results in either lowest-common denominator contentor irrelevant content beingdisplayed in ansrsquo News Feeds
At best some Pages will promote posts to a ew target demographics or tryto lower CPC costs by running multivariate tests on ads but social mediamarketers typically donrsquot think in terms o segmentation
By contrast segmentation is the lieblood o the email marketing businessThis is because with email there are directly measurable consequences osending an irrelevant message to a user - they unsubscribe rom the mailinglist and are suddenly unreachable Email marketers have to be careul about
The challenge o Facebook marketing is simple
Right time right person right message
Just like all advertising and marketing - Facebook doesnrsquot escape theundamental principals that have guided great marketing and advertising or
decades But very very ew Pages apply these principals in practice
The challenge or Facebook marketers
Content Relevancy
Morsquo Fans Morsquo Problems
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
For the past ve years Facebook Pages have primarily been used to generatoverall brand awareness and engagement mdash most Pages publish content thaspeaks to the widest audience possible or a ew reasons
1 Facebook Pages are a relatively new marketing platorm2 Up until this year Facebook provided ew organic targeting and
segmentation options and did little to promote them3 Pages are oten managed by PR amp marketing agencies rather than brand
marketers who are closer to customer insights and CRM data4 Most brands optimize or scale and reach
By trying to please everyone Pages risk becoming generic and ignore thereality that audiences are made up o people with dierent interests andneeds As a direct result o this many struggle to see ROI
It doesnrsquot have to be this way
The truth is the tools necessary to segment and target content on Faceboo
exist - many have been introduced this year But because the social mediamarketing industry has developed without them it will take a mindset shit iorder to understand their power
We think that one o the best ways to understand segmentation is throughemail marketing because targeting and personalization through data is its
lieblood For email marketers who generally have not been very involvedwith Facebook Pages so ar we think therersquos a huge upside to gettinginvolved because the mindset and lessons learned rom email are the keys tgaining a competitive advantage and optimizing or earned media
In this whitepaper wersquoll break down proven email marketing tactics thatcan be used on Facebook challenges or email marketing that Facebookcan solve and outline what the uture o hyper-targeted marketing andadvertising on Facebook means or brands and agencies
Introduction
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In other orms o marketing we segment audiences into cohorts using acombination o common sense and data Dierent cohorts get dierentmessaging and oers in order to optimize or right time right place and righcontent While brand identity remains constant marketers and advertisersrecognize that marketing must be contextually relevant in order or people tabsorb it (much less share it)
Email marketing is currently the pinnacle o this type o segmentation
because it allows marketers to deliver a unique personalized message toindividuals based on data they collect about them Working with emailmarketing sotware marketers can do this at immense scale sending outhundreds o thousands o individually personalized messages based on
bull Age
bull Gender
bull Location
bull Past purchases amp inerred purchase intentbull Workplace (B2B)bull App activitybull etc
Email marketers have already proven the return on investment in being ableto deliver the right message to the right person at the right time - nearlyevery business rom Fortune 500 companies to small business uses emailmarketing Unlike Facebook Pages and Ads yoursquoll rarely read articles doubtin
the eectiveness o email marketing
However the same segmentation that is possible through email marketing ispossible on Facebook too Not only is it possible it can be better than email
and require signicantly less overhead Herersquos a ew reasons why
bull Facebookrsquos core experience the News Feed is a deeply personalizedpresentation o content based on relevancy to the user
bull Facebook has more data about people than any other platormbull Facebook makes this data available or paid and organic targetingbull Facebook now allows marketers amp advertisers to leverage their own data
tandem with Facebook data (Custom Audiences Open Graph Action Spe
A new way to think about
Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Comparing email marketing to Facebook Pages may seem like an apples tooranges comparison on the surace But when we take a step back and look the core mechanics o each we nd that
Opt-in
bull Both are orms o opt-in marketing On Facebook people explicitly chooto like a Page With an email list people choose to enter their emailaddress
Direct Marketing
bull Both an email list and a Facebook Page represent an audience o peoplewho have some connection or anity to the brand This is in contrastto other orms o marketing and advertising where the audience beingtargeted is relevant to the brand but not the brandrsquos own audience (TVprint display advertising etc)
Relevancy is essential
bull Both ace challenges in presenting the right message amp content to theright person at the right time and ailure to do so results in a smaller lessengaged audience (later on wersquoll dig deeper into why email marketerstypically understand this better than Facebook marketers)
Sotware helps to scale amp optimize
bull Growth and scale present challenges in segmentation and require sotwa
to manage and optimize campaigns in an ecient manner
Facebook Pages = Email Lists
on Steroids
A new way to think about Facebook Pages
Starting to see the similarities
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Just as Facebook Pages are similar to email lists the Facebook News Feedshares many similarities with the email inbox
Center o activity
bull The Facebook News Feed is a stream o activity and the email inbox is a o activity mdash two dierent ormats or viewing important messages
Checked every day
bull Whatrsquos the rst thing people do when they turn on their computer or pulout their smartphone They look at their email or their Facebook NewsFeed Both the News Feed and the inbox are viewed multiple times per daby the average person
Accessible on mobile
bull Both the News Feed and the inbox are not only accessible on mobiledevices their content must be ormatted to accomodate smaller screensizes as consumption shits away rom desktops and laptops and towardsmartphones and tablets
Real-Time
bull While it seems like a given in 2012 itrsquos important to remember that contecan be delivered to the News Feed and the email inbox instantaneouslywithout a delay or approval process This requires marketers particularlyon the agency side to shit ocus towards keeping up with current event
to stay relevent to peoplersquos everyday lives
Facebook News Feed = Email
Inbox
A new way to think about Facebook Pages
Email marketers understand the inbox
better than anyone else
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Combining the lessons learned rom email marketing with Facebookrsquos dataand social platorm is a huge opportunity in every vertical mdash but i targetingand segmentation Facebook Page content is such a big opportunity whyhavenrsquot more marketers taken advantage o it
Email marketing and Facebook marketing are
each complex in very dierent ways
This is part o why most o the time therersquos little crossover between the
people managing email marketing and those in charge o managing FaceboPages Each group aces dierent challenges even though each could benerom the otherrsquos expertise
Email marketers spend much o their time managing data integration issuessince their ability to segment messaging is dependent on centralizing datarom multiple sources - purchases newsletter signups CRM data supporttickets They deal with conficting and incomplete data and have to optimiz
or deliverability to ensure their emails arenrsquot marked as spam click-throughrate (CTR) and oten become experts in web analytics and conversionoptimization
Email marketers understand the bottom o the unnel very well
By contrast community managers and ldquosocial media marketersrdquo spend theirtime developing content reacting and responding to news and changesto Facebookrsquos platorm They deal with the challenges o how to develop
experiences and content that is engaging and sharable and their objectiveis primarily to deepen brand anity and awareness not drive commerce or
sales As a result many become experts at developing and iterating contentstrategy and understanding the role o identity in branding
Social media marketers understand the top o the unnel very well
Untapped Opportunity
Social media marketers can learn a lot
rom email marketers and visa-versa
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Email marketing challenges
that Facebook can solve
So ar wersquove described only the upsides o email marketing - the ability totarget and segment messaging based on data and reach an audience that haopted into receiving messages
But email marketing has challenges o its own
How do you ensure that data associated with an email address is curren
How do you get people to share content they receive via email
How do you cut ensure your messages arenrsquot lumped beside spam
How do you make it easy or people to opt-in opt-out and unsubscribe
Open amp click-through-rates deliverability shareability data management anaudience growth are huge challenges or email marketers
Letrsquos see how Facebook attacks issues that
email marketers have aced or years
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
According to recent benchmarks on average people in the United States onopen 199 o email marketing and only click on 54 Or in other words
801 o email marketing is ignored and 946 generates no action
This presents challenges when trying to reach an audience with an importanmessage - not just a fash sale or a coupon but an important announcemenor change While there are optimizations that can boost open and click rates
by a ew percentage points it is not possible to ensure that the message isseen by the majority o the target audience much less the entire audience
Facebook Pages have a similar parallel - the average post rom a FacebookPage organically reaches a small percentage o the Pagersquos audience and thispercentage can be particularly low or larger Pages (the same is generally truor large email lists) Similarly there are subtle optimizations that can boostorganic reach and engagement
Open amp Click-Through Rates
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
However unlike email Facebook has nativeadvertising options that allow marketers topay to ldquopromoterdquo or ldquosponsorrdquo Page postsin usersrsquo News Feeds paying or additionalimpressions
I we think o reach on Facebook in
terms o open rates on email Facebook
eectively is letting Pages pay to
increase their open rate
From the perspective o email marketing where an open rate optimization o
a ew percentage points can make a meaningul dierence the ability to payto increase this rate by 20-80 is unheard o
Percentage Reach on Facebook = Email
Open Rate
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Over 891 o email is spam
Less than 4 o content on Facebook is spam
Because the majority o email is spam and email is a decentralized servicedeliverability is a major issue or email marketers mdash i even a small numbero people mark messages rom a certain IP address or sender as spam majo
email clients like Gmail will lter out such messages rom users inboxesaltogether placing them in the spam older alongside scam emails romNigeria mdash the last thing any brand wants to be associated with
The responsibility or ensuring deliverability lies in the hands o marketersthemselves and email marketing sotware vendors or whom highdeliverability rates are a major selling point This is a major headache or allparties as time oten must be spent on deliverability rather than contentgeneration and optimization
While Facebook aces similar challenges with abuse o its platorm thecompany is able to more eectively curtail spam on its own and actor spamcomplaints into News Feed visibility
Deliverability amp Spam
Email Marketing Challenges that Facebook Solves
Facebook users give negative eedback more requently which helps
Facebook create a better user experience
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As a result Facebook users do not expect to see spam content on Facebookin the same way they expect their email address to receive a regular streamo spam in their inbox There is no spam older on Facebook and thereoreno chance o being associated with phishing and spam content rom others
While some users may express distrust in Facebook as a company users trusthe content that appears in their News Feed is not spam
As long as a Facebook Page is not publishing content on Facebook thatpeople mark as spam it runs zero risk o being associated with or categorizeas spam
Facebook is signicantly more eective at
curtailing spam than any email service
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Getting people who open a piece o email marketing to subsequently sharecontent is very dicult
Email is a space or work not play
While email was used more requently in the past or communication andsharing between riends and amily Facebook is now the primary place whe
people share photos links videos products and oers with their riends mdashnot email
Very ew people share marketing emails with
riends via social networks
This limits the reach and ultimately the return on investment that can comerom email marketing becuase reach is conned by the number o recipiento the email and the open rate The k-actor (viral coecient) is practicallynon-existent For transactional marketing like oers and coupons this
arguably matters less but over the past year many previously non-socialcontent categories have started to be shared on Facebook particularly in
e-commerce where email marketing is strongest People want to share withtheir riends and email is a poor platorm or marketers to place social sharincalls to action
Email doesnrsquot integrate with social sharing
plugins so even with great content return on
investment is inherently limited
Shareability amp Virality
Email Marketing Challenges that Facebook Solves
These just
donrsquot work
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By contrast Facebook is social by design - the native calls to action directlybelow all content are to like comment or share and outperorm sharing linkon 3rd-party sites or in email by a large margin in terms o engagement rate
Whereas the reach o email content is limited by list size reach on Facebook
extends ar beyond just ans and into riends o ans
Because people are so comortable using Facebookrsquos native sharing actions
posts by Facebook Pages can reach ar beyond people who like the Page mdash
great content can reach a theoretically unlimited number o people
Facebook content can reach ar beyond a Pagersquos
pre-existing audience through likes comments
and shares
The impact o email marketing has a xed
limit Impact on Facebook Unlimited
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
There are two legitimate ways to grow an email list
bull Insert signup orms on landing pages amp websites and incentivize signupswith content or promotion
bull Use emails collected transactionally through purchases or accountregistration
In practice this means that email lists grow in parallel to the growth o a
business - the number o new emails is always directly proportional to thetrac users and sales that come in
Email list growth is typically conned by externa
actors
Itrsquos extremely dicult to accelerate the growth o an email list throughadvertising without creating perverse incentives
For example many marketers run ads that direct people to a signup orm thpromises a giveaway or a digital good like a coupon video or a PDF Whilethis is called opt-in marketing in practice many people only opt-in or theincentive and donrsquot actually want to be on the email list Many users evenhave separate email addresses so they can get the incentive while avoidingthe marketing or unsubscribe immediately ater signing up
Even with a high conversion rate list subscribers acquired through theseincentives have higher unsubscribe rates lower open and click rates and
are less relevant to the business because they signed up or the wrongreasons While it is possible to align incentives with email marketing content
particularly or proessional or educational content it is challenging andrequires exceptional execution that is rarely seen
Facebook Pages can be amplied through
sponsored stories and grow extremely ast
When a person likes a Facebook Page it generates a story that is then eligibl
Growth
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
to appear in the News Feeds o that personrsquos riends and subscribers Whilethese stories oten appear organically they are also eligible to be sponsoredby advertisers
Growth o Facebook Pagesis increasingly coming rom
mobile devices
By contrast email marketingsignup orms require users tomanually enter their email mdash
a lot more riction than justtapping ldquolikerdquo
Email lists grow through incentives
Facebook Pages grow through social context
Sponsored Page Post Page Like Sponsored Stor
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In order to target and segment messages email marketers need data mdashdata that typically comes rom multiple sources including signup ormstransactions app installs and CRM systems
It takes expertise sotware and work to order to import deduplicate and sythis data so that it can be used in email marketing sotware Quite oten itrequires time rom sotware developers in order to connect systems via APIsand ensure that data is automatically passed between dierent systems
Email marketing requires a signicant amount o
overhead in order to segment emails using data
By contrast Facebook abstracts the majority o the data management awayrom marketers and advertisers - instead o having to collect and managedata themselves marketers and advertisers can target and segment based oFacebookrsquos data using either sel-serve or paid tools
Facebook data available to marketers or paid amp organic targeting
From an email marketing perspective the real-time availability o accuratedemographic data like workplace interests age gender or relationship statuat no additional cost is simply unheard o
Data Management
Email Marketing Challenges that Facebook Solves
AgeRelationship Status
GenderInterested In
Precise Interests
Workplace
ConnectionsLanguage
Education
Location
The days o prompting users to manually
ll out online amp ofine orms are waning
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Every email marketing sotware solution has a dierent process and userexperience or creating and managing signup orms and the opt-in opt-ouprocess Email marketers have to manage each step o this process customand brand it
By contrast Facebookrsquos native interace manages this entire process mdash a usesimply clicks ldquolikerdquo to opt-in and clicks ldquounlikerdquo to opt-out There is no signuprocess or Facebook Pages and or apps a simple authorization dialog thatdoes not require the user to enter any eld orms
Signup Opt-in Opt-out
Email Marketing Challenges that Facebook Solves
instead o
Sponsored Stories Signup Forms
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As Facebook Pages growit becomes increasingly
challenging to ensure thattheir posts are relevant to alarge and diverse audienceAs we noted beore themajority o Facebook Pagespublish and promote the samecontent to their audience
which results in either lowest-common denominator contentor irrelevant content beingdisplayed in ansrsquo News Feeds
At best some Pages will promote posts to a ew target demographics or tryto lower CPC costs by running multivariate tests on ads but social mediamarketers typically donrsquot think in terms o segmentation
By contrast segmentation is the lieblood o the email marketing businessThis is because with email there are directly measurable consequences osending an irrelevant message to a user - they unsubscribe rom the mailinglist and are suddenly unreachable Email marketers have to be careul about
The challenge o Facebook marketing is simple
Right time right person right message
Just like all advertising and marketing - Facebook doesnrsquot escape theundamental principals that have guided great marketing and advertising or
decades But very very ew Pages apply these principals in practice
The challenge or Facebook marketers
Content Relevancy
Morsquo Fans Morsquo Problems
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
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Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In other orms o marketing we segment audiences into cohorts using acombination o common sense and data Dierent cohorts get dierentmessaging and oers in order to optimize or right time right place and righcontent While brand identity remains constant marketers and advertisersrecognize that marketing must be contextually relevant in order or people tabsorb it (much less share it)
Email marketing is currently the pinnacle o this type o segmentation
because it allows marketers to deliver a unique personalized message toindividuals based on data they collect about them Working with emailmarketing sotware marketers can do this at immense scale sending outhundreds o thousands o individually personalized messages based on
bull Age
bull Gender
bull Location
bull Past purchases amp inerred purchase intentbull Workplace (B2B)bull App activitybull etc
Email marketers have already proven the return on investment in being ableto deliver the right message to the right person at the right time - nearlyevery business rom Fortune 500 companies to small business uses emailmarketing Unlike Facebook Pages and Ads yoursquoll rarely read articles doubtin
the eectiveness o email marketing
However the same segmentation that is possible through email marketing ispossible on Facebook too Not only is it possible it can be better than email
and require signicantly less overhead Herersquos a ew reasons why
bull Facebookrsquos core experience the News Feed is a deeply personalizedpresentation o content based on relevancy to the user
bull Facebook has more data about people than any other platormbull Facebook makes this data available or paid and organic targetingbull Facebook now allows marketers amp advertisers to leverage their own data
tandem with Facebook data (Custom Audiences Open Graph Action Spe
A new way to think about
Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Comparing email marketing to Facebook Pages may seem like an apples tooranges comparison on the surace But when we take a step back and look the core mechanics o each we nd that
Opt-in
bull Both are orms o opt-in marketing On Facebook people explicitly chooto like a Page With an email list people choose to enter their emailaddress
Direct Marketing
bull Both an email list and a Facebook Page represent an audience o peoplewho have some connection or anity to the brand This is in contrastto other orms o marketing and advertising where the audience beingtargeted is relevant to the brand but not the brandrsquos own audience (TVprint display advertising etc)
Relevancy is essential
bull Both ace challenges in presenting the right message amp content to theright person at the right time and ailure to do so results in a smaller lessengaged audience (later on wersquoll dig deeper into why email marketerstypically understand this better than Facebook marketers)
Sotware helps to scale amp optimize
bull Growth and scale present challenges in segmentation and require sotwa
to manage and optimize campaigns in an ecient manner
Facebook Pages = Email Lists
on Steroids
A new way to think about Facebook Pages
Starting to see the similarities
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Just as Facebook Pages are similar to email lists the Facebook News Feedshares many similarities with the email inbox
Center o activity
bull The Facebook News Feed is a stream o activity and the email inbox is a o activity mdash two dierent ormats or viewing important messages
Checked every day
bull Whatrsquos the rst thing people do when they turn on their computer or pulout their smartphone They look at their email or their Facebook NewsFeed Both the News Feed and the inbox are viewed multiple times per daby the average person
Accessible on mobile
bull Both the News Feed and the inbox are not only accessible on mobiledevices their content must be ormatted to accomodate smaller screensizes as consumption shits away rom desktops and laptops and towardsmartphones and tablets
Real-Time
bull While it seems like a given in 2012 itrsquos important to remember that contecan be delivered to the News Feed and the email inbox instantaneouslywithout a delay or approval process This requires marketers particularlyon the agency side to shit ocus towards keeping up with current event
to stay relevent to peoplersquos everyday lives
Facebook News Feed = Email
Inbox
A new way to think about Facebook Pages
Email marketers understand the inbox
better than anyone else
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Combining the lessons learned rom email marketing with Facebookrsquos dataand social platorm is a huge opportunity in every vertical mdash but i targetingand segmentation Facebook Page content is such a big opportunity whyhavenrsquot more marketers taken advantage o it
Email marketing and Facebook marketing are
each complex in very dierent ways
This is part o why most o the time therersquos little crossover between the
people managing email marketing and those in charge o managing FaceboPages Each group aces dierent challenges even though each could benerom the otherrsquos expertise
Email marketers spend much o their time managing data integration issuessince their ability to segment messaging is dependent on centralizing datarom multiple sources - purchases newsletter signups CRM data supporttickets They deal with conficting and incomplete data and have to optimiz
or deliverability to ensure their emails arenrsquot marked as spam click-throughrate (CTR) and oten become experts in web analytics and conversionoptimization
Email marketers understand the bottom o the unnel very well
By contrast community managers and ldquosocial media marketersrdquo spend theirtime developing content reacting and responding to news and changesto Facebookrsquos platorm They deal with the challenges o how to develop
experiences and content that is engaging and sharable and their objectiveis primarily to deepen brand anity and awareness not drive commerce or
sales As a result many become experts at developing and iterating contentstrategy and understanding the role o identity in branding
Social media marketers understand the top o the unnel very well
Untapped Opportunity
Social media marketers can learn a lot
rom email marketers and visa-versa
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Email marketing challenges
that Facebook can solve
So ar wersquove described only the upsides o email marketing - the ability totarget and segment messaging based on data and reach an audience that haopted into receiving messages
But email marketing has challenges o its own
How do you ensure that data associated with an email address is curren
How do you get people to share content they receive via email
How do you cut ensure your messages arenrsquot lumped beside spam
How do you make it easy or people to opt-in opt-out and unsubscribe
Open amp click-through-rates deliverability shareability data management anaudience growth are huge challenges or email marketers
Letrsquos see how Facebook attacks issues that
email marketers have aced or years
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
According to recent benchmarks on average people in the United States onopen 199 o email marketing and only click on 54 Or in other words
801 o email marketing is ignored and 946 generates no action
This presents challenges when trying to reach an audience with an importanmessage - not just a fash sale or a coupon but an important announcemenor change While there are optimizations that can boost open and click rates
by a ew percentage points it is not possible to ensure that the message isseen by the majority o the target audience much less the entire audience
Facebook Pages have a similar parallel - the average post rom a FacebookPage organically reaches a small percentage o the Pagersquos audience and thispercentage can be particularly low or larger Pages (the same is generally truor large email lists) Similarly there are subtle optimizations that can boostorganic reach and engagement
Open amp Click-Through Rates
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
However unlike email Facebook has nativeadvertising options that allow marketers topay to ldquopromoterdquo or ldquosponsorrdquo Page postsin usersrsquo News Feeds paying or additionalimpressions
I we think o reach on Facebook in
terms o open rates on email Facebook
eectively is letting Pages pay to
increase their open rate
From the perspective o email marketing where an open rate optimization o
a ew percentage points can make a meaningul dierence the ability to payto increase this rate by 20-80 is unheard o
Percentage Reach on Facebook = Email
Open Rate
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Over 891 o email is spam
Less than 4 o content on Facebook is spam
Because the majority o email is spam and email is a decentralized servicedeliverability is a major issue or email marketers mdash i even a small numbero people mark messages rom a certain IP address or sender as spam majo
email clients like Gmail will lter out such messages rom users inboxesaltogether placing them in the spam older alongside scam emails romNigeria mdash the last thing any brand wants to be associated with
The responsibility or ensuring deliverability lies in the hands o marketersthemselves and email marketing sotware vendors or whom highdeliverability rates are a major selling point This is a major headache or allparties as time oten must be spent on deliverability rather than contentgeneration and optimization
While Facebook aces similar challenges with abuse o its platorm thecompany is able to more eectively curtail spam on its own and actor spamcomplaints into News Feed visibility
Deliverability amp Spam
Email Marketing Challenges that Facebook Solves
Facebook users give negative eedback more requently which helps
Facebook create a better user experience
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As a result Facebook users do not expect to see spam content on Facebookin the same way they expect their email address to receive a regular streamo spam in their inbox There is no spam older on Facebook and thereoreno chance o being associated with phishing and spam content rom others
While some users may express distrust in Facebook as a company users trusthe content that appears in their News Feed is not spam
As long as a Facebook Page is not publishing content on Facebook thatpeople mark as spam it runs zero risk o being associated with or categorizeas spam
Facebook is signicantly more eective at
curtailing spam than any email service
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Getting people who open a piece o email marketing to subsequently sharecontent is very dicult
Email is a space or work not play
While email was used more requently in the past or communication andsharing between riends and amily Facebook is now the primary place whe
people share photos links videos products and oers with their riends mdashnot email
Very ew people share marketing emails with
riends via social networks
This limits the reach and ultimately the return on investment that can comerom email marketing becuase reach is conned by the number o recipiento the email and the open rate The k-actor (viral coecient) is practicallynon-existent For transactional marketing like oers and coupons this
arguably matters less but over the past year many previously non-socialcontent categories have started to be shared on Facebook particularly in
e-commerce where email marketing is strongest People want to share withtheir riends and email is a poor platorm or marketers to place social sharincalls to action
Email doesnrsquot integrate with social sharing
plugins so even with great content return on
investment is inherently limited
Shareability amp Virality
Email Marketing Challenges that Facebook Solves
These just
donrsquot work
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By contrast Facebook is social by design - the native calls to action directlybelow all content are to like comment or share and outperorm sharing linkon 3rd-party sites or in email by a large margin in terms o engagement rate
Whereas the reach o email content is limited by list size reach on Facebook
extends ar beyond just ans and into riends o ans
Because people are so comortable using Facebookrsquos native sharing actions
posts by Facebook Pages can reach ar beyond people who like the Page mdash
great content can reach a theoretically unlimited number o people
Facebook content can reach ar beyond a Pagersquos
pre-existing audience through likes comments
and shares
The impact o email marketing has a xed
limit Impact on Facebook Unlimited
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
There are two legitimate ways to grow an email list
bull Insert signup orms on landing pages amp websites and incentivize signupswith content or promotion
bull Use emails collected transactionally through purchases or accountregistration
In practice this means that email lists grow in parallel to the growth o a
business - the number o new emails is always directly proportional to thetrac users and sales that come in
Email list growth is typically conned by externa
actors
Itrsquos extremely dicult to accelerate the growth o an email list throughadvertising without creating perverse incentives
For example many marketers run ads that direct people to a signup orm thpromises a giveaway or a digital good like a coupon video or a PDF Whilethis is called opt-in marketing in practice many people only opt-in or theincentive and donrsquot actually want to be on the email list Many users evenhave separate email addresses so they can get the incentive while avoidingthe marketing or unsubscribe immediately ater signing up
Even with a high conversion rate list subscribers acquired through theseincentives have higher unsubscribe rates lower open and click rates and
are less relevant to the business because they signed up or the wrongreasons While it is possible to align incentives with email marketing content
particularly or proessional or educational content it is challenging andrequires exceptional execution that is rarely seen
Facebook Pages can be amplied through
sponsored stories and grow extremely ast
When a person likes a Facebook Page it generates a story that is then eligibl
Growth
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
to appear in the News Feeds o that personrsquos riends and subscribers Whilethese stories oten appear organically they are also eligible to be sponsoredby advertisers
Growth o Facebook Pagesis increasingly coming rom
mobile devices
By contrast email marketingsignup orms require users tomanually enter their email mdash
a lot more riction than justtapping ldquolikerdquo
Email lists grow through incentives
Facebook Pages grow through social context
Sponsored Page Post Page Like Sponsored Stor
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In order to target and segment messages email marketers need data mdashdata that typically comes rom multiple sources including signup ormstransactions app installs and CRM systems
It takes expertise sotware and work to order to import deduplicate and sythis data so that it can be used in email marketing sotware Quite oten itrequires time rom sotware developers in order to connect systems via APIsand ensure that data is automatically passed between dierent systems
Email marketing requires a signicant amount o
overhead in order to segment emails using data
By contrast Facebook abstracts the majority o the data management awayrom marketers and advertisers - instead o having to collect and managedata themselves marketers and advertisers can target and segment based oFacebookrsquos data using either sel-serve or paid tools
Facebook data available to marketers or paid amp organic targeting
From an email marketing perspective the real-time availability o accuratedemographic data like workplace interests age gender or relationship statuat no additional cost is simply unheard o
Data Management
Email Marketing Challenges that Facebook Solves
AgeRelationship Status
GenderInterested In
Precise Interests
Workplace
ConnectionsLanguage
Education
Location
The days o prompting users to manually
ll out online amp ofine orms are waning
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Every email marketing sotware solution has a dierent process and userexperience or creating and managing signup orms and the opt-in opt-ouprocess Email marketers have to manage each step o this process customand brand it
By contrast Facebookrsquos native interace manages this entire process mdash a usesimply clicks ldquolikerdquo to opt-in and clicks ldquounlikerdquo to opt-out There is no signuprocess or Facebook Pages and or apps a simple authorization dialog thatdoes not require the user to enter any eld orms
Signup Opt-in Opt-out
Email Marketing Challenges that Facebook Solves
instead o
Sponsored Stories Signup Forms
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As Facebook Pages growit becomes increasingly
challenging to ensure thattheir posts are relevant to alarge and diverse audienceAs we noted beore themajority o Facebook Pagespublish and promote the samecontent to their audience
which results in either lowest-common denominator contentor irrelevant content beingdisplayed in ansrsquo News Feeds
At best some Pages will promote posts to a ew target demographics or tryto lower CPC costs by running multivariate tests on ads but social mediamarketers typically donrsquot think in terms o segmentation
By contrast segmentation is the lieblood o the email marketing businessThis is because with email there are directly measurable consequences osending an irrelevant message to a user - they unsubscribe rom the mailinglist and are suddenly unreachable Email marketers have to be careul about
The challenge o Facebook marketing is simple
Right time right person right message
Just like all advertising and marketing - Facebook doesnrsquot escape theundamental principals that have guided great marketing and advertising or
decades But very very ew Pages apply these principals in practice
The challenge or Facebook marketers
Content Relevancy
Morsquo Fans Morsquo Problems
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Comparing email marketing to Facebook Pages may seem like an apples tooranges comparison on the surace But when we take a step back and look the core mechanics o each we nd that
Opt-in
bull Both are orms o opt-in marketing On Facebook people explicitly chooto like a Page With an email list people choose to enter their emailaddress
Direct Marketing
bull Both an email list and a Facebook Page represent an audience o peoplewho have some connection or anity to the brand This is in contrastto other orms o marketing and advertising where the audience beingtargeted is relevant to the brand but not the brandrsquos own audience (TVprint display advertising etc)
Relevancy is essential
bull Both ace challenges in presenting the right message amp content to theright person at the right time and ailure to do so results in a smaller lessengaged audience (later on wersquoll dig deeper into why email marketerstypically understand this better than Facebook marketers)
Sotware helps to scale amp optimize
bull Growth and scale present challenges in segmentation and require sotwa
to manage and optimize campaigns in an ecient manner
Facebook Pages = Email Lists
on Steroids
A new way to think about Facebook Pages
Starting to see the similarities
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Just as Facebook Pages are similar to email lists the Facebook News Feedshares many similarities with the email inbox
Center o activity
bull The Facebook News Feed is a stream o activity and the email inbox is a o activity mdash two dierent ormats or viewing important messages
Checked every day
bull Whatrsquos the rst thing people do when they turn on their computer or pulout their smartphone They look at their email or their Facebook NewsFeed Both the News Feed and the inbox are viewed multiple times per daby the average person
Accessible on mobile
bull Both the News Feed and the inbox are not only accessible on mobiledevices their content must be ormatted to accomodate smaller screensizes as consumption shits away rom desktops and laptops and towardsmartphones and tablets
Real-Time
bull While it seems like a given in 2012 itrsquos important to remember that contecan be delivered to the News Feed and the email inbox instantaneouslywithout a delay or approval process This requires marketers particularlyon the agency side to shit ocus towards keeping up with current event
to stay relevent to peoplersquos everyday lives
Facebook News Feed = Email
Inbox
A new way to think about Facebook Pages
Email marketers understand the inbox
better than anyone else
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Combining the lessons learned rom email marketing with Facebookrsquos dataand social platorm is a huge opportunity in every vertical mdash but i targetingand segmentation Facebook Page content is such a big opportunity whyhavenrsquot more marketers taken advantage o it
Email marketing and Facebook marketing are
each complex in very dierent ways
This is part o why most o the time therersquos little crossover between the
people managing email marketing and those in charge o managing FaceboPages Each group aces dierent challenges even though each could benerom the otherrsquos expertise
Email marketers spend much o their time managing data integration issuessince their ability to segment messaging is dependent on centralizing datarom multiple sources - purchases newsletter signups CRM data supporttickets They deal with conficting and incomplete data and have to optimiz
or deliverability to ensure their emails arenrsquot marked as spam click-throughrate (CTR) and oten become experts in web analytics and conversionoptimization
Email marketers understand the bottom o the unnel very well
By contrast community managers and ldquosocial media marketersrdquo spend theirtime developing content reacting and responding to news and changesto Facebookrsquos platorm They deal with the challenges o how to develop
experiences and content that is engaging and sharable and their objectiveis primarily to deepen brand anity and awareness not drive commerce or
sales As a result many become experts at developing and iterating contentstrategy and understanding the role o identity in branding
Social media marketers understand the top o the unnel very well
Untapped Opportunity
Social media marketers can learn a lot
rom email marketers and visa-versa
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Email marketing challenges
that Facebook can solve
So ar wersquove described only the upsides o email marketing - the ability totarget and segment messaging based on data and reach an audience that haopted into receiving messages
But email marketing has challenges o its own
How do you ensure that data associated with an email address is curren
How do you get people to share content they receive via email
How do you cut ensure your messages arenrsquot lumped beside spam
How do you make it easy or people to opt-in opt-out and unsubscribe
Open amp click-through-rates deliverability shareability data management anaudience growth are huge challenges or email marketers
Letrsquos see how Facebook attacks issues that
email marketers have aced or years
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
According to recent benchmarks on average people in the United States onopen 199 o email marketing and only click on 54 Or in other words
801 o email marketing is ignored and 946 generates no action
This presents challenges when trying to reach an audience with an importanmessage - not just a fash sale or a coupon but an important announcemenor change While there are optimizations that can boost open and click rates
by a ew percentage points it is not possible to ensure that the message isseen by the majority o the target audience much less the entire audience
Facebook Pages have a similar parallel - the average post rom a FacebookPage organically reaches a small percentage o the Pagersquos audience and thispercentage can be particularly low or larger Pages (the same is generally truor large email lists) Similarly there are subtle optimizations that can boostorganic reach and engagement
Open amp Click-Through Rates
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
However unlike email Facebook has nativeadvertising options that allow marketers topay to ldquopromoterdquo or ldquosponsorrdquo Page postsin usersrsquo News Feeds paying or additionalimpressions
I we think o reach on Facebook in
terms o open rates on email Facebook
eectively is letting Pages pay to
increase their open rate
From the perspective o email marketing where an open rate optimization o
a ew percentage points can make a meaningul dierence the ability to payto increase this rate by 20-80 is unheard o
Percentage Reach on Facebook = Email
Open Rate
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Over 891 o email is spam
Less than 4 o content on Facebook is spam
Because the majority o email is spam and email is a decentralized servicedeliverability is a major issue or email marketers mdash i even a small numbero people mark messages rom a certain IP address or sender as spam majo
email clients like Gmail will lter out such messages rom users inboxesaltogether placing them in the spam older alongside scam emails romNigeria mdash the last thing any brand wants to be associated with
The responsibility or ensuring deliverability lies in the hands o marketersthemselves and email marketing sotware vendors or whom highdeliverability rates are a major selling point This is a major headache or allparties as time oten must be spent on deliverability rather than contentgeneration and optimization
While Facebook aces similar challenges with abuse o its platorm thecompany is able to more eectively curtail spam on its own and actor spamcomplaints into News Feed visibility
Deliverability amp Spam
Email Marketing Challenges that Facebook Solves
Facebook users give negative eedback more requently which helps
Facebook create a better user experience
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As a result Facebook users do not expect to see spam content on Facebookin the same way they expect their email address to receive a regular streamo spam in their inbox There is no spam older on Facebook and thereoreno chance o being associated with phishing and spam content rom others
While some users may express distrust in Facebook as a company users trusthe content that appears in their News Feed is not spam
As long as a Facebook Page is not publishing content on Facebook thatpeople mark as spam it runs zero risk o being associated with or categorizeas spam
Facebook is signicantly more eective at
curtailing spam than any email service
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Getting people who open a piece o email marketing to subsequently sharecontent is very dicult
Email is a space or work not play
While email was used more requently in the past or communication andsharing between riends and amily Facebook is now the primary place whe
people share photos links videos products and oers with their riends mdashnot email
Very ew people share marketing emails with
riends via social networks
This limits the reach and ultimately the return on investment that can comerom email marketing becuase reach is conned by the number o recipiento the email and the open rate The k-actor (viral coecient) is practicallynon-existent For transactional marketing like oers and coupons this
arguably matters less but over the past year many previously non-socialcontent categories have started to be shared on Facebook particularly in
e-commerce where email marketing is strongest People want to share withtheir riends and email is a poor platorm or marketers to place social sharincalls to action
Email doesnrsquot integrate with social sharing
plugins so even with great content return on
investment is inherently limited
Shareability amp Virality
Email Marketing Challenges that Facebook Solves
These just
donrsquot work
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By contrast Facebook is social by design - the native calls to action directlybelow all content are to like comment or share and outperorm sharing linkon 3rd-party sites or in email by a large margin in terms o engagement rate
Whereas the reach o email content is limited by list size reach on Facebook
extends ar beyond just ans and into riends o ans
Because people are so comortable using Facebookrsquos native sharing actions
posts by Facebook Pages can reach ar beyond people who like the Page mdash
great content can reach a theoretically unlimited number o people
Facebook content can reach ar beyond a Pagersquos
pre-existing audience through likes comments
and shares
The impact o email marketing has a xed
limit Impact on Facebook Unlimited
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
There are two legitimate ways to grow an email list
bull Insert signup orms on landing pages amp websites and incentivize signupswith content or promotion
bull Use emails collected transactionally through purchases or accountregistration
In practice this means that email lists grow in parallel to the growth o a
business - the number o new emails is always directly proportional to thetrac users and sales that come in
Email list growth is typically conned by externa
actors
Itrsquos extremely dicult to accelerate the growth o an email list throughadvertising without creating perverse incentives
For example many marketers run ads that direct people to a signup orm thpromises a giveaway or a digital good like a coupon video or a PDF Whilethis is called opt-in marketing in practice many people only opt-in or theincentive and donrsquot actually want to be on the email list Many users evenhave separate email addresses so they can get the incentive while avoidingthe marketing or unsubscribe immediately ater signing up
Even with a high conversion rate list subscribers acquired through theseincentives have higher unsubscribe rates lower open and click rates and
are less relevant to the business because they signed up or the wrongreasons While it is possible to align incentives with email marketing content
particularly or proessional or educational content it is challenging andrequires exceptional execution that is rarely seen
Facebook Pages can be amplied through
sponsored stories and grow extremely ast
When a person likes a Facebook Page it generates a story that is then eligibl
Growth
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
to appear in the News Feeds o that personrsquos riends and subscribers Whilethese stories oten appear organically they are also eligible to be sponsoredby advertisers
Growth o Facebook Pagesis increasingly coming rom
mobile devices
By contrast email marketingsignup orms require users tomanually enter their email mdash
a lot more riction than justtapping ldquolikerdquo
Email lists grow through incentives
Facebook Pages grow through social context
Sponsored Page Post Page Like Sponsored Stor
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In order to target and segment messages email marketers need data mdashdata that typically comes rom multiple sources including signup ormstransactions app installs and CRM systems
It takes expertise sotware and work to order to import deduplicate and sythis data so that it can be used in email marketing sotware Quite oten itrequires time rom sotware developers in order to connect systems via APIsand ensure that data is automatically passed between dierent systems
Email marketing requires a signicant amount o
overhead in order to segment emails using data
By contrast Facebook abstracts the majority o the data management awayrom marketers and advertisers - instead o having to collect and managedata themselves marketers and advertisers can target and segment based oFacebookrsquos data using either sel-serve or paid tools
Facebook data available to marketers or paid amp organic targeting
From an email marketing perspective the real-time availability o accuratedemographic data like workplace interests age gender or relationship statuat no additional cost is simply unheard o
Data Management
Email Marketing Challenges that Facebook Solves
AgeRelationship Status
GenderInterested In
Precise Interests
Workplace
ConnectionsLanguage
Education
Location
The days o prompting users to manually
ll out online amp ofine orms are waning
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Every email marketing sotware solution has a dierent process and userexperience or creating and managing signup orms and the opt-in opt-ouprocess Email marketers have to manage each step o this process customand brand it
By contrast Facebookrsquos native interace manages this entire process mdash a usesimply clicks ldquolikerdquo to opt-in and clicks ldquounlikerdquo to opt-out There is no signuprocess or Facebook Pages and or apps a simple authorization dialog thatdoes not require the user to enter any eld orms
Signup Opt-in Opt-out
Email Marketing Challenges that Facebook Solves
instead o
Sponsored Stories Signup Forms
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As Facebook Pages growit becomes increasingly
challenging to ensure thattheir posts are relevant to alarge and diverse audienceAs we noted beore themajority o Facebook Pagespublish and promote the samecontent to their audience
which results in either lowest-common denominator contentor irrelevant content beingdisplayed in ansrsquo News Feeds
At best some Pages will promote posts to a ew target demographics or tryto lower CPC costs by running multivariate tests on ads but social mediamarketers typically donrsquot think in terms o segmentation
By contrast segmentation is the lieblood o the email marketing businessThis is because with email there are directly measurable consequences osending an irrelevant message to a user - they unsubscribe rom the mailinglist and are suddenly unreachable Email marketers have to be careul about
The challenge o Facebook marketing is simple
Right time right person right message
Just like all advertising and marketing - Facebook doesnrsquot escape theundamental principals that have guided great marketing and advertising or
decades But very very ew Pages apply these principals in practice
The challenge or Facebook marketers
Content Relevancy
Morsquo Fans Morsquo Problems
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Just as Facebook Pages are similar to email lists the Facebook News Feedshares many similarities with the email inbox
Center o activity
bull The Facebook News Feed is a stream o activity and the email inbox is a o activity mdash two dierent ormats or viewing important messages
Checked every day
bull Whatrsquos the rst thing people do when they turn on their computer or pulout their smartphone They look at their email or their Facebook NewsFeed Both the News Feed and the inbox are viewed multiple times per daby the average person
Accessible on mobile
bull Both the News Feed and the inbox are not only accessible on mobiledevices their content must be ormatted to accomodate smaller screensizes as consumption shits away rom desktops and laptops and towardsmartphones and tablets
Real-Time
bull While it seems like a given in 2012 itrsquos important to remember that contecan be delivered to the News Feed and the email inbox instantaneouslywithout a delay or approval process This requires marketers particularlyon the agency side to shit ocus towards keeping up with current event
to stay relevent to peoplersquos everyday lives
Facebook News Feed = Email
Inbox
A new way to think about Facebook Pages
Email marketers understand the inbox
better than anyone else
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Combining the lessons learned rom email marketing with Facebookrsquos dataand social platorm is a huge opportunity in every vertical mdash but i targetingand segmentation Facebook Page content is such a big opportunity whyhavenrsquot more marketers taken advantage o it
Email marketing and Facebook marketing are
each complex in very dierent ways
This is part o why most o the time therersquos little crossover between the
people managing email marketing and those in charge o managing FaceboPages Each group aces dierent challenges even though each could benerom the otherrsquos expertise
Email marketers spend much o their time managing data integration issuessince their ability to segment messaging is dependent on centralizing datarom multiple sources - purchases newsletter signups CRM data supporttickets They deal with conficting and incomplete data and have to optimiz
or deliverability to ensure their emails arenrsquot marked as spam click-throughrate (CTR) and oten become experts in web analytics and conversionoptimization
Email marketers understand the bottom o the unnel very well
By contrast community managers and ldquosocial media marketersrdquo spend theirtime developing content reacting and responding to news and changesto Facebookrsquos platorm They deal with the challenges o how to develop
experiences and content that is engaging and sharable and their objectiveis primarily to deepen brand anity and awareness not drive commerce or
sales As a result many become experts at developing and iterating contentstrategy and understanding the role o identity in branding
Social media marketers understand the top o the unnel very well
Untapped Opportunity
Social media marketers can learn a lot
rom email marketers and visa-versa
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Email marketing challenges
that Facebook can solve
So ar wersquove described only the upsides o email marketing - the ability totarget and segment messaging based on data and reach an audience that haopted into receiving messages
But email marketing has challenges o its own
How do you ensure that data associated with an email address is curren
How do you get people to share content they receive via email
How do you cut ensure your messages arenrsquot lumped beside spam
How do you make it easy or people to opt-in opt-out and unsubscribe
Open amp click-through-rates deliverability shareability data management anaudience growth are huge challenges or email marketers
Letrsquos see how Facebook attacks issues that
email marketers have aced or years
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
According to recent benchmarks on average people in the United States onopen 199 o email marketing and only click on 54 Or in other words
801 o email marketing is ignored and 946 generates no action
This presents challenges when trying to reach an audience with an importanmessage - not just a fash sale or a coupon but an important announcemenor change While there are optimizations that can boost open and click rates
by a ew percentage points it is not possible to ensure that the message isseen by the majority o the target audience much less the entire audience
Facebook Pages have a similar parallel - the average post rom a FacebookPage organically reaches a small percentage o the Pagersquos audience and thispercentage can be particularly low or larger Pages (the same is generally truor large email lists) Similarly there are subtle optimizations that can boostorganic reach and engagement
Open amp Click-Through Rates
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
However unlike email Facebook has nativeadvertising options that allow marketers topay to ldquopromoterdquo or ldquosponsorrdquo Page postsin usersrsquo News Feeds paying or additionalimpressions
I we think o reach on Facebook in
terms o open rates on email Facebook
eectively is letting Pages pay to
increase their open rate
From the perspective o email marketing where an open rate optimization o
a ew percentage points can make a meaningul dierence the ability to payto increase this rate by 20-80 is unheard o
Percentage Reach on Facebook = Email
Open Rate
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Over 891 o email is spam
Less than 4 o content on Facebook is spam
Because the majority o email is spam and email is a decentralized servicedeliverability is a major issue or email marketers mdash i even a small numbero people mark messages rom a certain IP address or sender as spam majo
email clients like Gmail will lter out such messages rom users inboxesaltogether placing them in the spam older alongside scam emails romNigeria mdash the last thing any brand wants to be associated with
The responsibility or ensuring deliverability lies in the hands o marketersthemselves and email marketing sotware vendors or whom highdeliverability rates are a major selling point This is a major headache or allparties as time oten must be spent on deliverability rather than contentgeneration and optimization
While Facebook aces similar challenges with abuse o its platorm thecompany is able to more eectively curtail spam on its own and actor spamcomplaints into News Feed visibility
Deliverability amp Spam
Email Marketing Challenges that Facebook Solves
Facebook users give negative eedback more requently which helps
Facebook create a better user experience
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As a result Facebook users do not expect to see spam content on Facebookin the same way they expect their email address to receive a regular streamo spam in their inbox There is no spam older on Facebook and thereoreno chance o being associated with phishing and spam content rom others
While some users may express distrust in Facebook as a company users trusthe content that appears in their News Feed is not spam
As long as a Facebook Page is not publishing content on Facebook thatpeople mark as spam it runs zero risk o being associated with or categorizeas spam
Facebook is signicantly more eective at
curtailing spam than any email service
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Getting people who open a piece o email marketing to subsequently sharecontent is very dicult
Email is a space or work not play
While email was used more requently in the past or communication andsharing between riends and amily Facebook is now the primary place whe
people share photos links videos products and oers with their riends mdashnot email
Very ew people share marketing emails with
riends via social networks
This limits the reach and ultimately the return on investment that can comerom email marketing becuase reach is conned by the number o recipiento the email and the open rate The k-actor (viral coecient) is practicallynon-existent For transactional marketing like oers and coupons this
arguably matters less but over the past year many previously non-socialcontent categories have started to be shared on Facebook particularly in
e-commerce where email marketing is strongest People want to share withtheir riends and email is a poor platorm or marketers to place social sharincalls to action
Email doesnrsquot integrate with social sharing
plugins so even with great content return on
investment is inherently limited
Shareability amp Virality
Email Marketing Challenges that Facebook Solves
These just
donrsquot work
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By contrast Facebook is social by design - the native calls to action directlybelow all content are to like comment or share and outperorm sharing linkon 3rd-party sites or in email by a large margin in terms o engagement rate
Whereas the reach o email content is limited by list size reach on Facebook
extends ar beyond just ans and into riends o ans
Because people are so comortable using Facebookrsquos native sharing actions
posts by Facebook Pages can reach ar beyond people who like the Page mdash
great content can reach a theoretically unlimited number o people
Facebook content can reach ar beyond a Pagersquos
pre-existing audience through likes comments
and shares
The impact o email marketing has a xed
limit Impact on Facebook Unlimited
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
There are two legitimate ways to grow an email list
bull Insert signup orms on landing pages amp websites and incentivize signupswith content or promotion
bull Use emails collected transactionally through purchases or accountregistration
In practice this means that email lists grow in parallel to the growth o a
business - the number o new emails is always directly proportional to thetrac users and sales that come in
Email list growth is typically conned by externa
actors
Itrsquos extremely dicult to accelerate the growth o an email list throughadvertising without creating perverse incentives
For example many marketers run ads that direct people to a signup orm thpromises a giveaway or a digital good like a coupon video or a PDF Whilethis is called opt-in marketing in practice many people only opt-in or theincentive and donrsquot actually want to be on the email list Many users evenhave separate email addresses so they can get the incentive while avoidingthe marketing or unsubscribe immediately ater signing up
Even with a high conversion rate list subscribers acquired through theseincentives have higher unsubscribe rates lower open and click rates and
are less relevant to the business because they signed up or the wrongreasons While it is possible to align incentives with email marketing content
particularly or proessional or educational content it is challenging andrequires exceptional execution that is rarely seen
Facebook Pages can be amplied through
sponsored stories and grow extremely ast
When a person likes a Facebook Page it generates a story that is then eligibl
Growth
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
to appear in the News Feeds o that personrsquos riends and subscribers Whilethese stories oten appear organically they are also eligible to be sponsoredby advertisers
Growth o Facebook Pagesis increasingly coming rom
mobile devices
By contrast email marketingsignup orms require users tomanually enter their email mdash
a lot more riction than justtapping ldquolikerdquo
Email lists grow through incentives
Facebook Pages grow through social context
Sponsored Page Post Page Like Sponsored Stor
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In order to target and segment messages email marketers need data mdashdata that typically comes rom multiple sources including signup ormstransactions app installs and CRM systems
It takes expertise sotware and work to order to import deduplicate and sythis data so that it can be used in email marketing sotware Quite oten itrequires time rom sotware developers in order to connect systems via APIsand ensure that data is automatically passed between dierent systems
Email marketing requires a signicant amount o
overhead in order to segment emails using data
By contrast Facebook abstracts the majority o the data management awayrom marketers and advertisers - instead o having to collect and managedata themselves marketers and advertisers can target and segment based oFacebookrsquos data using either sel-serve or paid tools
Facebook data available to marketers or paid amp organic targeting
From an email marketing perspective the real-time availability o accuratedemographic data like workplace interests age gender or relationship statuat no additional cost is simply unheard o
Data Management
Email Marketing Challenges that Facebook Solves
AgeRelationship Status
GenderInterested In
Precise Interests
Workplace
ConnectionsLanguage
Education
Location
The days o prompting users to manually
ll out online amp ofine orms are waning
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Every email marketing sotware solution has a dierent process and userexperience or creating and managing signup orms and the opt-in opt-ouprocess Email marketers have to manage each step o this process customand brand it
By contrast Facebookrsquos native interace manages this entire process mdash a usesimply clicks ldquolikerdquo to opt-in and clicks ldquounlikerdquo to opt-out There is no signuprocess or Facebook Pages and or apps a simple authorization dialog thatdoes not require the user to enter any eld orms
Signup Opt-in Opt-out
Email Marketing Challenges that Facebook Solves
instead o
Sponsored Stories Signup Forms
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As Facebook Pages growit becomes increasingly
challenging to ensure thattheir posts are relevant to alarge and diverse audienceAs we noted beore themajority o Facebook Pagespublish and promote the samecontent to their audience
which results in either lowest-common denominator contentor irrelevant content beingdisplayed in ansrsquo News Feeds
At best some Pages will promote posts to a ew target demographics or tryto lower CPC costs by running multivariate tests on ads but social mediamarketers typically donrsquot think in terms o segmentation
By contrast segmentation is the lieblood o the email marketing businessThis is because with email there are directly measurable consequences osending an irrelevant message to a user - they unsubscribe rom the mailinglist and are suddenly unreachable Email marketers have to be careul about
The challenge o Facebook marketing is simple
Right time right person right message
Just like all advertising and marketing - Facebook doesnrsquot escape theundamental principals that have guided great marketing and advertising or
decades But very very ew Pages apply these principals in practice
The challenge or Facebook marketers
Content Relevancy
Morsquo Fans Morsquo Problems
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Combining the lessons learned rom email marketing with Facebookrsquos dataand social platorm is a huge opportunity in every vertical mdash but i targetingand segmentation Facebook Page content is such a big opportunity whyhavenrsquot more marketers taken advantage o it
Email marketing and Facebook marketing are
each complex in very dierent ways
This is part o why most o the time therersquos little crossover between the
people managing email marketing and those in charge o managing FaceboPages Each group aces dierent challenges even though each could benerom the otherrsquos expertise
Email marketers spend much o their time managing data integration issuessince their ability to segment messaging is dependent on centralizing datarom multiple sources - purchases newsletter signups CRM data supporttickets They deal with conficting and incomplete data and have to optimiz
or deliverability to ensure their emails arenrsquot marked as spam click-throughrate (CTR) and oten become experts in web analytics and conversionoptimization
Email marketers understand the bottom o the unnel very well
By contrast community managers and ldquosocial media marketersrdquo spend theirtime developing content reacting and responding to news and changesto Facebookrsquos platorm They deal with the challenges o how to develop
experiences and content that is engaging and sharable and their objectiveis primarily to deepen brand anity and awareness not drive commerce or
sales As a result many become experts at developing and iterating contentstrategy and understanding the role o identity in branding
Social media marketers understand the top o the unnel very well
Untapped Opportunity
Social media marketers can learn a lot
rom email marketers and visa-versa
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Email marketing challenges
that Facebook can solve
So ar wersquove described only the upsides o email marketing - the ability totarget and segment messaging based on data and reach an audience that haopted into receiving messages
But email marketing has challenges o its own
How do you ensure that data associated with an email address is curren
How do you get people to share content they receive via email
How do you cut ensure your messages arenrsquot lumped beside spam
How do you make it easy or people to opt-in opt-out and unsubscribe
Open amp click-through-rates deliverability shareability data management anaudience growth are huge challenges or email marketers
Letrsquos see how Facebook attacks issues that
email marketers have aced or years
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
According to recent benchmarks on average people in the United States onopen 199 o email marketing and only click on 54 Or in other words
801 o email marketing is ignored and 946 generates no action
This presents challenges when trying to reach an audience with an importanmessage - not just a fash sale or a coupon but an important announcemenor change While there are optimizations that can boost open and click rates
by a ew percentage points it is not possible to ensure that the message isseen by the majority o the target audience much less the entire audience
Facebook Pages have a similar parallel - the average post rom a FacebookPage organically reaches a small percentage o the Pagersquos audience and thispercentage can be particularly low or larger Pages (the same is generally truor large email lists) Similarly there are subtle optimizations that can boostorganic reach and engagement
Open amp Click-Through Rates
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
However unlike email Facebook has nativeadvertising options that allow marketers topay to ldquopromoterdquo or ldquosponsorrdquo Page postsin usersrsquo News Feeds paying or additionalimpressions
I we think o reach on Facebook in
terms o open rates on email Facebook
eectively is letting Pages pay to
increase their open rate
From the perspective o email marketing where an open rate optimization o
a ew percentage points can make a meaningul dierence the ability to payto increase this rate by 20-80 is unheard o
Percentage Reach on Facebook = Email
Open Rate
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Over 891 o email is spam
Less than 4 o content on Facebook is spam
Because the majority o email is spam and email is a decentralized servicedeliverability is a major issue or email marketers mdash i even a small numbero people mark messages rom a certain IP address or sender as spam majo
email clients like Gmail will lter out such messages rom users inboxesaltogether placing them in the spam older alongside scam emails romNigeria mdash the last thing any brand wants to be associated with
The responsibility or ensuring deliverability lies in the hands o marketersthemselves and email marketing sotware vendors or whom highdeliverability rates are a major selling point This is a major headache or allparties as time oten must be spent on deliverability rather than contentgeneration and optimization
While Facebook aces similar challenges with abuse o its platorm thecompany is able to more eectively curtail spam on its own and actor spamcomplaints into News Feed visibility
Deliverability amp Spam
Email Marketing Challenges that Facebook Solves
Facebook users give negative eedback more requently which helps
Facebook create a better user experience
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As a result Facebook users do not expect to see spam content on Facebookin the same way they expect their email address to receive a regular streamo spam in their inbox There is no spam older on Facebook and thereoreno chance o being associated with phishing and spam content rom others
While some users may express distrust in Facebook as a company users trusthe content that appears in their News Feed is not spam
As long as a Facebook Page is not publishing content on Facebook thatpeople mark as spam it runs zero risk o being associated with or categorizeas spam
Facebook is signicantly more eective at
curtailing spam than any email service
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Getting people who open a piece o email marketing to subsequently sharecontent is very dicult
Email is a space or work not play
While email was used more requently in the past or communication andsharing between riends and amily Facebook is now the primary place whe
people share photos links videos products and oers with their riends mdashnot email
Very ew people share marketing emails with
riends via social networks
This limits the reach and ultimately the return on investment that can comerom email marketing becuase reach is conned by the number o recipiento the email and the open rate The k-actor (viral coecient) is practicallynon-existent For transactional marketing like oers and coupons this
arguably matters less but over the past year many previously non-socialcontent categories have started to be shared on Facebook particularly in
e-commerce where email marketing is strongest People want to share withtheir riends and email is a poor platorm or marketers to place social sharincalls to action
Email doesnrsquot integrate with social sharing
plugins so even with great content return on
investment is inherently limited
Shareability amp Virality
Email Marketing Challenges that Facebook Solves
These just
donrsquot work
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By contrast Facebook is social by design - the native calls to action directlybelow all content are to like comment or share and outperorm sharing linkon 3rd-party sites or in email by a large margin in terms o engagement rate
Whereas the reach o email content is limited by list size reach on Facebook
extends ar beyond just ans and into riends o ans
Because people are so comortable using Facebookrsquos native sharing actions
posts by Facebook Pages can reach ar beyond people who like the Page mdash
great content can reach a theoretically unlimited number o people
Facebook content can reach ar beyond a Pagersquos
pre-existing audience through likes comments
and shares
The impact o email marketing has a xed
limit Impact on Facebook Unlimited
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
There are two legitimate ways to grow an email list
bull Insert signup orms on landing pages amp websites and incentivize signupswith content or promotion
bull Use emails collected transactionally through purchases or accountregistration
In practice this means that email lists grow in parallel to the growth o a
business - the number o new emails is always directly proportional to thetrac users and sales that come in
Email list growth is typically conned by externa
actors
Itrsquos extremely dicult to accelerate the growth o an email list throughadvertising without creating perverse incentives
For example many marketers run ads that direct people to a signup orm thpromises a giveaway or a digital good like a coupon video or a PDF Whilethis is called opt-in marketing in practice many people only opt-in or theincentive and donrsquot actually want to be on the email list Many users evenhave separate email addresses so they can get the incentive while avoidingthe marketing or unsubscribe immediately ater signing up
Even with a high conversion rate list subscribers acquired through theseincentives have higher unsubscribe rates lower open and click rates and
are less relevant to the business because they signed up or the wrongreasons While it is possible to align incentives with email marketing content
particularly or proessional or educational content it is challenging andrequires exceptional execution that is rarely seen
Facebook Pages can be amplied through
sponsored stories and grow extremely ast
When a person likes a Facebook Page it generates a story that is then eligibl
Growth
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
to appear in the News Feeds o that personrsquos riends and subscribers Whilethese stories oten appear organically they are also eligible to be sponsoredby advertisers
Growth o Facebook Pagesis increasingly coming rom
mobile devices
By contrast email marketingsignup orms require users tomanually enter their email mdash
a lot more riction than justtapping ldquolikerdquo
Email lists grow through incentives
Facebook Pages grow through social context
Sponsored Page Post Page Like Sponsored Stor
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In order to target and segment messages email marketers need data mdashdata that typically comes rom multiple sources including signup ormstransactions app installs and CRM systems
It takes expertise sotware and work to order to import deduplicate and sythis data so that it can be used in email marketing sotware Quite oten itrequires time rom sotware developers in order to connect systems via APIsand ensure that data is automatically passed between dierent systems
Email marketing requires a signicant amount o
overhead in order to segment emails using data
By contrast Facebook abstracts the majority o the data management awayrom marketers and advertisers - instead o having to collect and managedata themselves marketers and advertisers can target and segment based oFacebookrsquos data using either sel-serve or paid tools
Facebook data available to marketers or paid amp organic targeting
From an email marketing perspective the real-time availability o accuratedemographic data like workplace interests age gender or relationship statuat no additional cost is simply unheard o
Data Management
Email Marketing Challenges that Facebook Solves
AgeRelationship Status
GenderInterested In
Precise Interests
Workplace
ConnectionsLanguage
Education
Location
The days o prompting users to manually
ll out online amp ofine orms are waning
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Every email marketing sotware solution has a dierent process and userexperience or creating and managing signup orms and the opt-in opt-ouprocess Email marketers have to manage each step o this process customand brand it
By contrast Facebookrsquos native interace manages this entire process mdash a usesimply clicks ldquolikerdquo to opt-in and clicks ldquounlikerdquo to opt-out There is no signuprocess or Facebook Pages and or apps a simple authorization dialog thatdoes not require the user to enter any eld orms
Signup Opt-in Opt-out
Email Marketing Challenges that Facebook Solves
instead o
Sponsored Stories Signup Forms
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As Facebook Pages growit becomes increasingly
challenging to ensure thattheir posts are relevant to alarge and diverse audienceAs we noted beore themajority o Facebook Pagespublish and promote the samecontent to their audience
which results in either lowest-common denominator contentor irrelevant content beingdisplayed in ansrsquo News Feeds
At best some Pages will promote posts to a ew target demographics or tryto lower CPC costs by running multivariate tests on ads but social mediamarketers typically donrsquot think in terms o segmentation
By contrast segmentation is the lieblood o the email marketing businessThis is because with email there are directly measurable consequences osending an irrelevant message to a user - they unsubscribe rom the mailinglist and are suddenly unreachable Email marketers have to be careul about
The challenge o Facebook marketing is simple
Right time right person right message
Just like all advertising and marketing - Facebook doesnrsquot escape theundamental principals that have guided great marketing and advertising or
decades But very very ew Pages apply these principals in practice
The challenge or Facebook marketers
Content Relevancy
Morsquo Fans Morsquo Problems
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Email marketing challenges
that Facebook can solve
So ar wersquove described only the upsides o email marketing - the ability totarget and segment messaging based on data and reach an audience that haopted into receiving messages
But email marketing has challenges o its own
How do you ensure that data associated with an email address is curren
How do you get people to share content they receive via email
How do you cut ensure your messages arenrsquot lumped beside spam
How do you make it easy or people to opt-in opt-out and unsubscribe
Open amp click-through-rates deliverability shareability data management anaudience growth are huge challenges or email marketers
Letrsquos see how Facebook attacks issues that
email marketers have aced or years
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
According to recent benchmarks on average people in the United States onopen 199 o email marketing and only click on 54 Or in other words
801 o email marketing is ignored and 946 generates no action
This presents challenges when trying to reach an audience with an importanmessage - not just a fash sale or a coupon but an important announcemenor change While there are optimizations that can boost open and click rates
by a ew percentage points it is not possible to ensure that the message isseen by the majority o the target audience much less the entire audience
Facebook Pages have a similar parallel - the average post rom a FacebookPage organically reaches a small percentage o the Pagersquos audience and thispercentage can be particularly low or larger Pages (the same is generally truor large email lists) Similarly there are subtle optimizations that can boostorganic reach and engagement
Open amp Click-Through Rates
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
However unlike email Facebook has nativeadvertising options that allow marketers topay to ldquopromoterdquo or ldquosponsorrdquo Page postsin usersrsquo News Feeds paying or additionalimpressions
I we think o reach on Facebook in
terms o open rates on email Facebook
eectively is letting Pages pay to
increase their open rate
From the perspective o email marketing where an open rate optimization o
a ew percentage points can make a meaningul dierence the ability to payto increase this rate by 20-80 is unheard o
Percentage Reach on Facebook = Email
Open Rate
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Over 891 o email is spam
Less than 4 o content on Facebook is spam
Because the majority o email is spam and email is a decentralized servicedeliverability is a major issue or email marketers mdash i even a small numbero people mark messages rom a certain IP address or sender as spam majo
email clients like Gmail will lter out such messages rom users inboxesaltogether placing them in the spam older alongside scam emails romNigeria mdash the last thing any brand wants to be associated with
The responsibility or ensuring deliverability lies in the hands o marketersthemselves and email marketing sotware vendors or whom highdeliverability rates are a major selling point This is a major headache or allparties as time oten must be spent on deliverability rather than contentgeneration and optimization
While Facebook aces similar challenges with abuse o its platorm thecompany is able to more eectively curtail spam on its own and actor spamcomplaints into News Feed visibility
Deliverability amp Spam
Email Marketing Challenges that Facebook Solves
Facebook users give negative eedback more requently which helps
Facebook create a better user experience
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As a result Facebook users do not expect to see spam content on Facebookin the same way they expect their email address to receive a regular streamo spam in their inbox There is no spam older on Facebook and thereoreno chance o being associated with phishing and spam content rom others
While some users may express distrust in Facebook as a company users trusthe content that appears in their News Feed is not spam
As long as a Facebook Page is not publishing content on Facebook thatpeople mark as spam it runs zero risk o being associated with or categorizeas spam
Facebook is signicantly more eective at
curtailing spam than any email service
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Getting people who open a piece o email marketing to subsequently sharecontent is very dicult
Email is a space or work not play
While email was used more requently in the past or communication andsharing between riends and amily Facebook is now the primary place whe
people share photos links videos products and oers with their riends mdashnot email
Very ew people share marketing emails with
riends via social networks
This limits the reach and ultimately the return on investment that can comerom email marketing becuase reach is conned by the number o recipiento the email and the open rate The k-actor (viral coecient) is practicallynon-existent For transactional marketing like oers and coupons this
arguably matters less but over the past year many previously non-socialcontent categories have started to be shared on Facebook particularly in
e-commerce where email marketing is strongest People want to share withtheir riends and email is a poor platorm or marketers to place social sharincalls to action
Email doesnrsquot integrate with social sharing
plugins so even with great content return on
investment is inherently limited
Shareability amp Virality
Email Marketing Challenges that Facebook Solves
These just
donrsquot work
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By contrast Facebook is social by design - the native calls to action directlybelow all content are to like comment or share and outperorm sharing linkon 3rd-party sites or in email by a large margin in terms o engagement rate
Whereas the reach o email content is limited by list size reach on Facebook
extends ar beyond just ans and into riends o ans
Because people are so comortable using Facebookrsquos native sharing actions
posts by Facebook Pages can reach ar beyond people who like the Page mdash
great content can reach a theoretically unlimited number o people
Facebook content can reach ar beyond a Pagersquos
pre-existing audience through likes comments
and shares
The impact o email marketing has a xed
limit Impact on Facebook Unlimited
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
There are two legitimate ways to grow an email list
bull Insert signup orms on landing pages amp websites and incentivize signupswith content or promotion
bull Use emails collected transactionally through purchases or accountregistration
In practice this means that email lists grow in parallel to the growth o a
business - the number o new emails is always directly proportional to thetrac users and sales that come in
Email list growth is typically conned by externa
actors
Itrsquos extremely dicult to accelerate the growth o an email list throughadvertising without creating perverse incentives
For example many marketers run ads that direct people to a signup orm thpromises a giveaway or a digital good like a coupon video or a PDF Whilethis is called opt-in marketing in practice many people only opt-in or theincentive and donrsquot actually want to be on the email list Many users evenhave separate email addresses so they can get the incentive while avoidingthe marketing or unsubscribe immediately ater signing up
Even with a high conversion rate list subscribers acquired through theseincentives have higher unsubscribe rates lower open and click rates and
are less relevant to the business because they signed up or the wrongreasons While it is possible to align incentives with email marketing content
particularly or proessional or educational content it is challenging andrequires exceptional execution that is rarely seen
Facebook Pages can be amplied through
sponsored stories and grow extremely ast
When a person likes a Facebook Page it generates a story that is then eligibl
Growth
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
to appear in the News Feeds o that personrsquos riends and subscribers Whilethese stories oten appear organically they are also eligible to be sponsoredby advertisers
Growth o Facebook Pagesis increasingly coming rom
mobile devices
By contrast email marketingsignup orms require users tomanually enter their email mdash
a lot more riction than justtapping ldquolikerdquo
Email lists grow through incentives
Facebook Pages grow through social context
Sponsored Page Post Page Like Sponsored Stor
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In order to target and segment messages email marketers need data mdashdata that typically comes rom multiple sources including signup ormstransactions app installs and CRM systems
It takes expertise sotware and work to order to import deduplicate and sythis data so that it can be used in email marketing sotware Quite oten itrequires time rom sotware developers in order to connect systems via APIsand ensure that data is automatically passed between dierent systems
Email marketing requires a signicant amount o
overhead in order to segment emails using data
By contrast Facebook abstracts the majority o the data management awayrom marketers and advertisers - instead o having to collect and managedata themselves marketers and advertisers can target and segment based oFacebookrsquos data using either sel-serve or paid tools
Facebook data available to marketers or paid amp organic targeting
From an email marketing perspective the real-time availability o accuratedemographic data like workplace interests age gender or relationship statuat no additional cost is simply unheard o
Data Management
Email Marketing Challenges that Facebook Solves
AgeRelationship Status
GenderInterested In
Precise Interests
Workplace
ConnectionsLanguage
Education
Location
The days o prompting users to manually
ll out online amp ofine orms are waning
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Every email marketing sotware solution has a dierent process and userexperience or creating and managing signup orms and the opt-in opt-ouprocess Email marketers have to manage each step o this process customand brand it
By contrast Facebookrsquos native interace manages this entire process mdash a usesimply clicks ldquolikerdquo to opt-in and clicks ldquounlikerdquo to opt-out There is no signuprocess or Facebook Pages and or apps a simple authorization dialog thatdoes not require the user to enter any eld orms
Signup Opt-in Opt-out
Email Marketing Challenges that Facebook Solves
instead o
Sponsored Stories Signup Forms
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As Facebook Pages growit becomes increasingly
challenging to ensure thattheir posts are relevant to alarge and diverse audienceAs we noted beore themajority o Facebook Pagespublish and promote the samecontent to their audience
which results in either lowest-common denominator contentor irrelevant content beingdisplayed in ansrsquo News Feeds
At best some Pages will promote posts to a ew target demographics or tryto lower CPC costs by running multivariate tests on ads but social mediamarketers typically donrsquot think in terms o segmentation
By contrast segmentation is the lieblood o the email marketing businessThis is because with email there are directly measurable consequences osending an irrelevant message to a user - they unsubscribe rom the mailinglist and are suddenly unreachable Email marketers have to be careul about
The challenge o Facebook marketing is simple
Right time right person right message
Just like all advertising and marketing - Facebook doesnrsquot escape theundamental principals that have guided great marketing and advertising or
decades But very very ew Pages apply these principals in practice
The challenge or Facebook marketers
Content Relevancy
Morsquo Fans Morsquo Problems
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
According to recent benchmarks on average people in the United States onopen 199 o email marketing and only click on 54 Or in other words
801 o email marketing is ignored and 946 generates no action
This presents challenges when trying to reach an audience with an importanmessage - not just a fash sale or a coupon but an important announcemenor change While there are optimizations that can boost open and click rates
by a ew percentage points it is not possible to ensure that the message isseen by the majority o the target audience much less the entire audience
Facebook Pages have a similar parallel - the average post rom a FacebookPage organically reaches a small percentage o the Pagersquos audience and thispercentage can be particularly low or larger Pages (the same is generally truor large email lists) Similarly there are subtle optimizations that can boostorganic reach and engagement
Open amp Click-Through Rates
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
However unlike email Facebook has nativeadvertising options that allow marketers topay to ldquopromoterdquo or ldquosponsorrdquo Page postsin usersrsquo News Feeds paying or additionalimpressions
I we think o reach on Facebook in
terms o open rates on email Facebook
eectively is letting Pages pay to
increase their open rate
From the perspective o email marketing where an open rate optimization o
a ew percentage points can make a meaningul dierence the ability to payto increase this rate by 20-80 is unheard o
Percentage Reach on Facebook = Email
Open Rate
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Over 891 o email is spam
Less than 4 o content on Facebook is spam
Because the majority o email is spam and email is a decentralized servicedeliverability is a major issue or email marketers mdash i even a small numbero people mark messages rom a certain IP address or sender as spam majo
email clients like Gmail will lter out such messages rom users inboxesaltogether placing them in the spam older alongside scam emails romNigeria mdash the last thing any brand wants to be associated with
The responsibility or ensuring deliverability lies in the hands o marketersthemselves and email marketing sotware vendors or whom highdeliverability rates are a major selling point This is a major headache or allparties as time oten must be spent on deliverability rather than contentgeneration and optimization
While Facebook aces similar challenges with abuse o its platorm thecompany is able to more eectively curtail spam on its own and actor spamcomplaints into News Feed visibility
Deliverability amp Spam
Email Marketing Challenges that Facebook Solves
Facebook users give negative eedback more requently which helps
Facebook create a better user experience
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As a result Facebook users do not expect to see spam content on Facebookin the same way they expect their email address to receive a regular streamo spam in their inbox There is no spam older on Facebook and thereoreno chance o being associated with phishing and spam content rom others
While some users may express distrust in Facebook as a company users trusthe content that appears in their News Feed is not spam
As long as a Facebook Page is not publishing content on Facebook thatpeople mark as spam it runs zero risk o being associated with or categorizeas spam
Facebook is signicantly more eective at
curtailing spam than any email service
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Getting people who open a piece o email marketing to subsequently sharecontent is very dicult
Email is a space or work not play
While email was used more requently in the past or communication andsharing between riends and amily Facebook is now the primary place whe
people share photos links videos products and oers with their riends mdashnot email
Very ew people share marketing emails with
riends via social networks
This limits the reach and ultimately the return on investment that can comerom email marketing becuase reach is conned by the number o recipiento the email and the open rate The k-actor (viral coecient) is practicallynon-existent For transactional marketing like oers and coupons this
arguably matters less but over the past year many previously non-socialcontent categories have started to be shared on Facebook particularly in
e-commerce where email marketing is strongest People want to share withtheir riends and email is a poor platorm or marketers to place social sharincalls to action
Email doesnrsquot integrate with social sharing
plugins so even with great content return on
investment is inherently limited
Shareability amp Virality
Email Marketing Challenges that Facebook Solves
These just
donrsquot work
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By contrast Facebook is social by design - the native calls to action directlybelow all content are to like comment or share and outperorm sharing linkon 3rd-party sites or in email by a large margin in terms o engagement rate
Whereas the reach o email content is limited by list size reach on Facebook
extends ar beyond just ans and into riends o ans
Because people are so comortable using Facebookrsquos native sharing actions
posts by Facebook Pages can reach ar beyond people who like the Page mdash
great content can reach a theoretically unlimited number o people
Facebook content can reach ar beyond a Pagersquos
pre-existing audience through likes comments
and shares
The impact o email marketing has a xed
limit Impact on Facebook Unlimited
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
There are two legitimate ways to grow an email list
bull Insert signup orms on landing pages amp websites and incentivize signupswith content or promotion
bull Use emails collected transactionally through purchases or accountregistration
In practice this means that email lists grow in parallel to the growth o a
business - the number o new emails is always directly proportional to thetrac users and sales that come in
Email list growth is typically conned by externa
actors
Itrsquos extremely dicult to accelerate the growth o an email list throughadvertising without creating perverse incentives
For example many marketers run ads that direct people to a signup orm thpromises a giveaway or a digital good like a coupon video or a PDF Whilethis is called opt-in marketing in practice many people only opt-in or theincentive and donrsquot actually want to be on the email list Many users evenhave separate email addresses so they can get the incentive while avoidingthe marketing or unsubscribe immediately ater signing up
Even with a high conversion rate list subscribers acquired through theseincentives have higher unsubscribe rates lower open and click rates and
are less relevant to the business because they signed up or the wrongreasons While it is possible to align incentives with email marketing content
particularly or proessional or educational content it is challenging andrequires exceptional execution that is rarely seen
Facebook Pages can be amplied through
sponsored stories and grow extremely ast
When a person likes a Facebook Page it generates a story that is then eligibl
Growth
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
to appear in the News Feeds o that personrsquos riends and subscribers Whilethese stories oten appear organically they are also eligible to be sponsoredby advertisers
Growth o Facebook Pagesis increasingly coming rom
mobile devices
By contrast email marketingsignup orms require users tomanually enter their email mdash
a lot more riction than justtapping ldquolikerdquo
Email lists grow through incentives
Facebook Pages grow through social context
Sponsored Page Post Page Like Sponsored Stor
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In order to target and segment messages email marketers need data mdashdata that typically comes rom multiple sources including signup ormstransactions app installs and CRM systems
It takes expertise sotware and work to order to import deduplicate and sythis data so that it can be used in email marketing sotware Quite oten itrequires time rom sotware developers in order to connect systems via APIsand ensure that data is automatically passed between dierent systems
Email marketing requires a signicant amount o
overhead in order to segment emails using data
By contrast Facebook abstracts the majority o the data management awayrom marketers and advertisers - instead o having to collect and managedata themselves marketers and advertisers can target and segment based oFacebookrsquos data using either sel-serve or paid tools
Facebook data available to marketers or paid amp organic targeting
From an email marketing perspective the real-time availability o accuratedemographic data like workplace interests age gender or relationship statuat no additional cost is simply unheard o
Data Management
Email Marketing Challenges that Facebook Solves
AgeRelationship Status
GenderInterested In
Precise Interests
Workplace
ConnectionsLanguage
Education
Location
The days o prompting users to manually
ll out online amp ofine orms are waning
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Every email marketing sotware solution has a dierent process and userexperience or creating and managing signup orms and the opt-in opt-ouprocess Email marketers have to manage each step o this process customand brand it
By contrast Facebookrsquos native interace manages this entire process mdash a usesimply clicks ldquolikerdquo to opt-in and clicks ldquounlikerdquo to opt-out There is no signuprocess or Facebook Pages and or apps a simple authorization dialog thatdoes not require the user to enter any eld orms
Signup Opt-in Opt-out
Email Marketing Challenges that Facebook Solves
instead o
Sponsored Stories Signup Forms
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As Facebook Pages growit becomes increasingly
challenging to ensure thattheir posts are relevant to alarge and diverse audienceAs we noted beore themajority o Facebook Pagespublish and promote the samecontent to their audience
which results in either lowest-common denominator contentor irrelevant content beingdisplayed in ansrsquo News Feeds
At best some Pages will promote posts to a ew target demographics or tryto lower CPC costs by running multivariate tests on ads but social mediamarketers typically donrsquot think in terms o segmentation
By contrast segmentation is the lieblood o the email marketing businessThis is because with email there are directly measurable consequences osending an irrelevant message to a user - they unsubscribe rom the mailinglist and are suddenly unreachable Email marketers have to be careul about
The challenge o Facebook marketing is simple
Right time right person right message
Just like all advertising and marketing - Facebook doesnrsquot escape theundamental principals that have guided great marketing and advertising or
decades But very very ew Pages apply these principals in practice
The challenge or Facebook marketers
Content Relevancy
Morsquo Fans Morsquo Problems
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
However unlike email Facebook has nativeadvertising options that allow marketers topay to ldquopromoterdquo or ldquosponsorrdquo Page postsin usersrsquo News Feeds paying or additionalimpressions
I we think o reach on Facebook in
terms o open rates on email Facebook
eectively is letting Pages pay to
increase their open rate
From the perspective o email marketing where an open rate optimization o
a ew percentage points can make a meaningul dierence the ability to payto increase this rate by 20-80 is unheard o
Percentage Reach on Facebook = Email
Open Rate
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Over 891 o email is spam
Less than 4 o content on Facebook is spam
Because the majority o email is spam and email is a decentralized servicedeliverability is a major issue or email marketers mdash i even a small numbero people mark messages rom a certain IP address or sender as spam majo
email clients like Gmail will lter out such messages rom users inboxesaltogether placing them in the spam older alongside scam emails romNigeria mdash the last thing any brand wants to be associated with
The responsibility or ensuring deliverability lies in the hands o marketersthemselves and email marketing sotware vendors or whom highdeliverability rates are a major selling point This is a major headache or allparties as time oten must be spent on deliverability rather than contentgeneration and optimization
While Facebook aces similar challenges with abuse o its platorm thecompany is able to more eectively curtail spam on its own and actor spamcomplaints into News Feed visibility
Deliverability amp Spam
Email Marketing Challenges that Facebook Solves
Facebook users give negative eedback more requently which helps
Facebook create a better user experience
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As a result Facebook users do not expect to see spam content on Facebookin the same way they expect their email address to receive a regular streamo spam in their inbox There is no spam older on Facebook and thereoreno chance o being associated with phishing and spam content rom others
While some users may express distrust in Facebook as a company users trusthe content that appears in their News Feed is not spam
As long as a Facebook Page is not publishing content on Facebook thatpeople mark as spam it runs zero risk o being associated with or categorizeas spam
Facebook is signicantly more eective at
curtailing spam than any email service
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Getting people who open a piece o email marketing to subsequently sharecontent is very dicult
Email is a space or work not play
While email was used more requently in the past or communication andsharing between riends and amily Facebook is now the primary place whe
people share photos links videos products and oers with their riends mdashnot email
Very ew people share marketing emails with
riends via social networks
This limits the reach and ultimately the return on investment that can comerom email marketing becuase reach is conned by the number o recipiento the email and the open rate The k-actor (viral coecient) is practicallynon-existent For transactional marketing like oers and coupons this
arguably matters less but over the past year many previously non-socialcontent categories have started to be shared on Facebook particularly in
e-commerce where email marketing is strongest People want to share withtheir riends and email is a poor platorm or marketers to place social sharincalls to action
Email doesnrsquot integrate with social sharing
plugins so even with great content return on
investment is inherently limited
Shareability amp Virality
Email Marketing Challenges that Facebook Solves
These just
donrsquot work
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By contrast Facebook is social by design - the native calls to action directlybelow all content are to like comment or share and outperorm sharing linkon 3rd-party sites or in email by a large margin in terms o engagement rate
Whereas the reach o email content is limited by list size reach on Facebook
extends ar beyond just ans and into riends o ans
Because people are so comortable using Facebookrsquos native sharing actions
posts by Facebook Pages can reach ar beyond people who like the Page mdash
great content can reach a theoretically unlimited number o people
Facebook content can reach ar beyond a Pagersquos
pre-existing audience through likes comments
and shares
The impact o email marketing has a xed
limit Impact on Facebook Unlimited
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
There are two legitimate ways to grow an email list
bull Insert signup orms on landing pages amp websites and incentivize signupswith content or promotion
bull Use emails collected transactionally through purchases or accountregistration
In practice this means that email lists grow in parallel to the growth o a
business - the number o new emails is always directly proportional to thetrac users and sales that come in
Email list growth is typically conned by externa
actors
Itrsquos extremely dicult to accelerate the growth o an email list throughadvertising without creating perverse incentives
For example many marketers run ads that direct people to a signup orm thpromises a giveaway or a digital good like a coupon video or a PDF Whilethis is called opt-in marketing in practice many people only opt-in or theincentive and donrsquot actually want to be on the email list Many users evenhave separate email addresses so they can get the incentive while avoidingthe marketing or unsubscribe immediately ater signing up
Even with a high conversion rate list subscribers acquired through theseincentives have higher unsubscribe rates lower open and click rates and
are less relevant to the business because they signed up or the wrongreasons While it is possible to align incentives with email marketing content
particularly or proessional or educational content it is challenging andrequires exceptional execution that is rarely seen
Facebook Pages can be amplied through
sponsored stories and grow extremely ast
When a person likes a Facebook Page it generates a story that is then eligibl
Growth
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
to appear in the News Feeds o that personrsquos riends and subscribers Whilethese stories oten appear organically they are also eligible to be sponsoredby advertisers
Growth o Facebook Pagesis increasingly coming rom
mobile devices
By contrast email marketingsignup orms require users tomanually enter their email mdash
a lot more riction than justtapping ldquolikerdquo
Email lists grow through incentives
Facebook Pages grow through social context
Sponsored Page Post Page Like Sponsored Stor
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In order to target and segment messages email marketers need data mdashdata that typically comes rom multiple sources including signup ormstransactions app installs and CRM systems
It takes expertise sotware and work to order to import deduplicate and sythis data so that it can be used in email marketing sotware Quite oten itrequires time rom sotware developers in order to connect systems via APIsand ensure that data is automatically passed between dierent systems
Email marketing requires a signicant amount o
overhead in order to segment emails using data
By contrast Facebook abstracts the majority o the data management awayrom marketers and advertisers - instead o having to collect and managedata themselves marketers and advertisers can target and segment based oFacebookrsquos data using either sel-serve or paid tools
Facebook data available to marketers or paid amp organic targeting
From an email marketing perspective the real-time availability o accuratedemographic data like workplace interests age gender or relationship statuat no additional cost is simply unheard o
Data Management
Email Marketing Challenges that Facebook Solves
AgeRelationship Status
GenderInterested In
Precise Interests
Workplace
ConnectionsLanguage
Education
Location
The days o prompting users to manually
ll out online amp ofine orms are waning
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Every email marketing sotware solution has a dierent process and userexperience or creating and managing signup orms and the opt-in opt-ouprocess Email marketers have to manage each step o this process customand brand it
By contrast Facebookrsquos native interace manages this entire process mdash a usesimply clicks ldquolikerdquo to opt-in and clicks ldquounlikerdquo to opt-out There is no signuprocess or Facebook Pages and or apps a simple authorization dialog thatdoes not require the user to enter any eld orms
Signup Opt-in Opt-out
Email Marketing Challenges that Facebook Solves
instead o
Sponsored Stories Signup Forms
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As Facebook Pages growit becomes increasingly
challenging to ensure thattheir posts are relevant to alarge and diverse audienceAs we noted beore themajority o Facebook Pagespublish and promote the samecontent to their audience
which results in either lowest-common denominator contentor irrelevant content beingdisplayed in ansrsquo News Feeds
At best some Pages will promote posts to a ew target demographics or tryto lower CPC costs by running multivariate tests on ads but social mediamarketers typically donrsquot think in terms o segmentation
By contrast segmentation is the lieblood o the email marketing businessThis is because with email there are directly measurable consequences osending an irrelevant message to a user - they unsubscribe rom the mailinglist and are suddenly unreachable Email marketers have to be careul about
The challenge o Facebook marketing is simple
Right time right person right message
Just like all advertising and marketing - Facebook doesnrsquot escape theundamental principals that have guided great marketing and advertising or
decades But very very ew Pages apply these principals in practice
The challenge or Facebook marketers
Content Relevancy
Morsquo Fans Morsquo Problems
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Over 891 o email is spam
Less than 4 o content on Facebook is spam
Because the majority o email is spam and email is a decentralized servicedeliverability is a major issue or email marketers mdash i even a small numbero people mark messages rom a certain IP address or sender as spam majo
email clients like Gmail will lter out such messages rom users inboxesaltogether placing them in the spam older alongside scam emails romNigeria mdash the last thing any brand wants to be associated with
The responsibility or ensuring deliverability lies in the hands o marketersthemselves and email marketing sotware vendors or whom highdeliverability rates are a major selling point This is a major headache or allparties as time oten must be spent on deliverability rather than contentgeneration and optimization
While Facebook aces similar challenges with abuse o its platorm thecompany is able to more eectively curtail spam on its own and actor spamcomplaints into News Feed visibility
Deliverability amp Spam
Email Marketing Challenges that Facebook Solves
Facebook users give negative eedback more requently which helps
Facebook create a better user experience
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As a result Facebook users do not expect to see spam content on Facebookin the same way they expect their email address to receive a regular streamo spam in their inbox There is no spam older on Facebook and thereoreno chance o being associated with phishing and spam content rom others
While some users may express distrust in Facebook as a company users trusthe content that appears in their News Feed is not spam
As long as a Facebook Page is not publishing content on Facebook thatpeople mark as spam it runs zero risk o being associated with or categorizeas spam
Facebook is signicantly more eective at
curtailing spam than any email service
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Getting people who open a piece o email marketing to subsequently sharecontent is very dicult
Email is a space or work not play
While email was used more requently in the past or communication andsharing between riends and amily Facebook is now the primary place whe
people share photos links videos products and oers with their riends mdashnot email
Very ew people share marketing emails with
riends via social networks
This limits the reach and ultimately the return on investment that can comerom email marketing becuase reach is conned by the number o recipiento the email and the open rate The k-actor (viral coecient) is practicallynon-existent For transactional marketing like oers and coupons this
arguably matters less but over the past year many previously non-socialcontent categories have started to be shared on Facebook particularly in
e-commerce where email marketing is strongest People want to share withtheir riends and email is a poor platorm or marketers to place social sharincalls to action
Email doesnrsquot integrate with social sharing
plugins so even with great content return on
investment is inherently limited
Shareability amp Virality
Email Marketing Challenges that Facebook Solves
These just
donrsquot work
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By contrast Facebook is social by design - the native calls to action directlybelow all content are to like comment or share and outperorm sharing linkon 3rd-party sites or in email by a large margin in terms o engagement rate
Whereas the reach o email content is limited by list size reach on Facebook
extends ar beyond just ans and into riends o ans
Because people are so comortable using Facebookrsquos native sharing actions
posts by Facebook Pages can reach ar beyond people who like the Page mdash
great content can reach a theoretically unlimited number o people
Facebook content can reach ar beyond a Pagersquos
pre-existing audience through likes comments
and shares
The impact o email marketing has a xed
limit Impact on Facebook Unlimited
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
There are two legitimate ways to grow an email list
bull Insert signup orms on landing pages amp websites and incentivize signupswith content or promotion
bull Use emails collected transactionally through purchases or accountregistration
In practice this means that email lists grow in parallel to the growth o a
business - the number o new emails is always directly proportional to thetrac users and sales that come in
Email list growth is typically conned by externa
actors
Itrsquos extremely dicult to accelerate the growth o an email list throughadvertising without creating perverse incentives
For example many marketers run ads that direct people to a signup orm thpromises a giveaway or a digital good like a coupon video or a PDF Whilethis is called opt-in marketing in practice many people only opt-in or theincentive and donrsquot actually want to be on the email list Many users evenhave separate email addresses so they can get the incentive while avoidingthe marketing or unsubscribe immediately ater signing up
Even with a high conversion rate list subscribers acquired through theseincentives have higher unsubscribe rates lower open and click rates and
are less relevant to the business because they signed up or the wrongreasons While it is possible to align incentives with email marketing content
particularly or proessional or educational content it is challenging andrequires exceptional execution that is rarely seen
Facebook Pages can be amplied through
sponsored stories and grow extremely ast
When a person likes a Facebook Page it generates a story that is then eligibl
Growth
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
to appear in the News Feeds o that personrsquos riends and subscribers Whilethese stories oten appear organically they are also eligible to be sponsoredby advertisers
Growth o Facebook Pagesis increasingly coming rom
mobile devices
By contrast email marketingsignup orms require users tomanually enter their email mdash
a lot more riction than justtapping ldquolikerdquo
Email lists grow through incentives
Facebook Pages grow through social context
Sponsored Page Post Page Like Sponsored Stor
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In order to target and segment messages email marketers need data mdashdata that typically comes rom multiple sources including signup ormstransactions app installs and CRM systems
It takes expertise sotware and work to order to import deduplicate and sythis data so that it can be used in email marketing sotware Quite oten itrequires time rom sotware developers in order to connect systems via APIsand ensure that data is automatically passed between dierent systems
Email marketing requires a signicant amount o
overhead in order to segment emails using data
By contrast Facebook abstracts the majority o the data management awayrom marketers and advertisers - instead o having to collect and managedata themselves marketers and advertisers can target and segment based oFacebookrsquos data using either sel-serve or paid tools
Facebook data available to marketers or paid amp organic targeting
From an email marketing perspective the real-time availability o accuratedemographic data like workplace interests age gender or relationship statuat no additional cost is simply unheard o
Data Management
Email Marketing Challenges that Facebook Solves
AgeRelationship Status
GenderInterested In
Precise Interests
Workplace
ConnectionsLanguage
Education
Location
The days o prompting users to manually
ll out online amp ofine orms are waning
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Every email marketing sotware solution has a dierent process and userexperience or creating and managing signup orms and the opt-in opt-ouprocess Email marketers have to manage each step o this process customand brand it
By contrast Facebookrsquos native interace manages this entire process mdash a usesimply clicks ldquolikerdquo to opt-in and clicks ldquounlikerdquo to opt-out There is no signuprocess or Facebook Pages and or apps a simple authorization dialog thatdoes not require the user to enter any eld orms
Signup Opt-in Opt-out
Email Marketing Challenges that Facebook Solves
instead o
Sponsored Stories Signup Forms
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As Facebook Pages growit becomes increasingly
challenging to ensure thattheir posts are relevant to alarge and diverse audienceAs we noted beore themajority o Facebook Pagespublish and promote the samecontent to their audience
which results in either lowest-common denominator contentor irrelevant content beingdisplayed in ansrsquo News Feeds
At best some Pages will promote posts to a ew target demographics or tryto lower CPC costs by running multivariate tests on ads but social mediamarketers typically donrsquot think in terms o segmentation
By contrast segmentation is the lieblood o the email marketing businessThis is because with email there are directly measurable consequences osending an irrelevant message to a user - they unsubscribe rom the mailinglist and are suddenly unreachable Email marketers have to be careul about
The challenge o Facebook marketing is simple
Right time right person right message
Just like all advertising and marketing - Facebook doesnrsquot escape theundamental principals that have guided great marketing and advertising or
decades But very very ew Pages apply these principals in practice
The challenge or Facebook marketers
Content Relevancy
Morsquo Fans Morsquo Problems
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As a result Facebook users do not expect to see spam content on Facebookin the same way they expect their email address to receive a regular streamo spam in their inbox There is no spam older on Facebook and thereoreno chance o being associated with phishing and spam content rom others
While some users may express distrust in Facebook as a company users trusthe content that appears in their News Feed is not spam
As long as a Facebook Page is not publishing content on Facebook thatpeople mark as spam it runs zero risk o being associated with or categorizeas spam
Facebook is signicantly more eective at
curtailing spam than any email service
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Getting people who open a piece o email marketing to subsequently sharecontent is very dicult
Email is a space or work not play
While email was used more requently in the past or communication andsharing between riends and amily Facebook is now the primary place whe
people share photos links videos products and oers with their riends mdashnot email
Very ew people share marketing emails with
riends via social networks
This limits the reach and ultimately the return on investment that can comerom email marketing becuase reach is conned by the number o recipiento the email and the open rate The k-actor (viral coecient) is practicallynon-existent For transactional marketing like oers and coupons this
arguably matters less but over the past year many previously non-socialcontent categories have started to be shared on Facebook particularly in
e-commerce where email marketing is strongest People want to share withtheir riends and email is a poor platorm or marketers to place social sharincalls to action
Email doesnrsquot integrate with social sharing
plugins so even with great content return on
investment is inherently limited
Shareability amp Virality
Email Marketing Challenges that Facebook Solves
These just
donrsquot work
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By contrast Facebook is social by design - the native calls to action directlybelow all content are to like comment or share and outperorm sharing linkon 3rd-party sites or in email by a large margin in terms o engagement rate
Whereas the reach o email content is limited by list size reach on Facebook
extends ar beyond just ans and into riends o ans
Because people are so comortable using Facebookrsquos native sharing actions
posts by Facebook Pages can reach ar beyond people who like the Page mdash
great content can reach a theoretically unlimited number o people
Facebook content can reach ar beyond a Pagersquos
pre-existing audience through likes comments
and shares
The impact o email marketing has a xed
limit Impact on Facebook Unlimited
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
There are two legitimate ways to grow an email list
bull Insert signup orms on landing pages amp websites and incentivize signupswith content or promotion
bull Use emails collected transactionally through purchases or accountregistration
In practice this means that email lists grow in parallel to the growth o a
business - the number o new emails is always directly proportional to thetrac users and sales that come in
Email list growth is typically conned by externa
actors
Itrsquos extremely dicult to accelerate the growth o an email list throughadvertising without creating perverse incentives
For example many marketers run ads that direct people to a signup orm thpromises a giveaway or a digital good like a coupon video or a PDF Whilethis is called opt-in marketing in practice many people only opt-in or theincentive and donrsquot actually want to be on the email list Many users evenhave separate email addresses so they can get the incentive while avoidingthe marketing or unsubscribe immediately ater signing up
Even with a high conversion rate list subscribers acquired through theseincentives have higher unsubscribe rates lower open and click rates and
are less relevant to the business because they signed up or the wrongreasons While it is possible to align incentives with email marketing content
particularly or proessional or educational content it is challenging andrequires exceptional execution that is rarely seen
Facebook Pages can be amplied through
sponsored stories and grow extremely ast
When a person likes a Facebook Page it generates a story that is then eligibl
Growth
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
to appear in the News Feeds o that personrsquos riends and subscribers Whilethese stories oten appear organically they are also eligible to be sponsoredby advertisers
Growth o Facebook Pagesis increasingly coming rom
mobile devices
By contrast email marketingsignup orms require users tomanually enter their email mdash
a lot more riction than justtapping ldquolikerdquo
Email lists grow through incentives
Facebook Pages grow through social context
Sponsored Page Post Page Like Sponsored Stor
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In order to target and segment messages email marketers need data mdashdata that typically comes rom multiple sources including signup ormstransactions app installs and CRM systems
It takes expertise sotware and work to order to import deduplicate and sythis data so that it can be used in email marketing sotware Quite oten itrequires time rom sotware developers in order to connect systems via APIsand ensure that data is automatically passed between dierent systems
Email marketing requires a signicant amount o
overhead in order to segment emails using data
By contrast Facebook abstracts the majority o the data management awayrom marketers and advertisers - instead o having to collect and managedata themselves marketers and advertisers can target and segment based oFacebookrsquos data using either sel-serve or paid tools
Facebook data available to marketers or paid amp organic targeting
From an email marketing perspective the real-time availability o accuratedemographic data like workplace interests age gender or relationship statuat no additional cost is simply unheard o
Data Management
Email Marketing Challenges that Facebook Solves
AgeRelationship Status
GenderInterested In
Precise Interests
Workplace
ConnectionsLanguage
Education
Location
The days o prompting users to manually
ll out online amp ofine orms are waning
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Every email marketing sotware solution has a dierent process and userexperience or creating and managing signup orms and the opt-in opt-ouprocess Email marketers have to manage each step o this process customand brand it
By contrast Facebookrsquos native interace manages this entire process mdash a usesimply clicks ldquolikerdquo to opt-in and clicks ldquounlikerdquo to opt-out There is no signuprocess or Facebook Pages and or apps a simple authorization dialog thatdoes not require the user to enter any eld orms
Signup Opt-in Opt-out
Email Marketing Challenges that Facebook Solves
instead o
Sponsored Stories Signup Forms
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As Facebook Pages growit becomes increasingly
challenging to ensure thattheir posts are relevant to alarge and diverse audienceAs we noted beore themajority o Facebook Pagespublish and promote the samecontent to their audience
which results in either lowest-common denominator contentor irrelevant content beingdisplayed in ansrsquo News Feeds
At best some Pages will promote posts to a ew target demographics or tryto lower CPC costs by running multivariate tests on ads but social mediamarketers typically donrsquot think in terms o segmentation
By contrast segmentation is the lieblood o the email marketing businessThis is because with email there are directly measurable consequences osending an irrelevant message to a user - they unsubscribe rom the mailinglist and are suddenly unreachable Email marketers have to be careul about
The challenge o Facebook marketing is simple
Right time right person right message
Just like all advertising and marketing - Facebook doesnrsquot escape theundamental principals that have guided great marketing and advertising or
decades But very very ew Pages apply these principals in practice
The challenge or Facebook marketers
Content Relevancy
Morsquo Fans Morsquo Problems
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Getting people who open a piece o email marketing to subsequently sharecontent is very dicult
Email is a space or work not play
While email was used more requently in the past or communication andsharing between riends and amily Facebook is now the primary place whe
people share photos links videos products and oers with their riends mdashnot email
Very ew people share marketing emails with
riends via social networks
This limits the reach and ultimately the return on investment that can comerom email marketing becuase reach is conned by the number o recipiento the email and the open rate The k-actor (viral coecient) is practicallynon-existent For transactional marketing like oers and coupons this
arguably matters less but over the past year many previously non-socialcontent categories have started to be shared on Facebook particularly in
e-commerce where email marketing is strongest People want to share withtheir riends and email is a poor platorm or marketers to place social sharincalls to action
Email doesnrsquot integrate with social sharing
plugins so even with great content return on
investment is inherently limited
Shareability amp Virality
Email Marketing Challenges that Facebook Solves
These just
donrsquot work
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By contrast Facebook is social by design - the native calls to action directlybelow all content are to like comment or share and outperorm sharing linkon 3rd-party sites or in email by a large margin in terms o engagement rate
Whereas the reach o email content is limited by list size reach on Facebook
extends ar beyond just ans and into riends o ans
Because people are so comortable using Facebookrsquos native sharing actions
posts by Facebook Pages can reach ar beyond people who like the Page mdash
great content can reach a theoretically unlimited number o people
Facebook content can reach ar beyond a Pagersquos
pre-existing audience through likes comments
and shares
The impact o email marketing has a xed
limit Impact on Facebook Unlimited
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
There are two legitimate ways to grow an email list
bull Insert signup orms on landing pages amp websites and incentivize signupswith content or promotion
bull Use emails collected transactionally through purchases or accountregistration
In practice this means that email lists grow in parallel to the growth o a
business - the number o new emails is always directly proportional to thetrac users and sales that come in
Email list growth is typically conned by externa
actors
Itrsquos extremely dicult to accelerate the growth o an email list throughadvertising without creating perverse incentives
For example many marketers run ads that direct people to a signup orm thpromises a giveaway or a digital good like a coupon video or a PDF Whilethis is called opt-in marketing in practice many people only opt-in or theincentive and donrsquot actually want to be on the email list Many users evenhave separate email addresses so they can get the incentive while avoidingthe marketing or unsubscribe immediately ater signing up
Even with a high conversion rate list subscribers acquired through theseincentives have higher unsubscribe rates lower open and click rates and
are less relevant to the business because they signed up or the wrongreasons While it is possible to align incentives with email marketing content
particularly or proessional or educational content it is challenging andrequires exceptional execution that is rarely seen
Facebook Pages can be amplied through
sponsored stories and grow extremely ast
When a person likes a Facebook Page it generates a story that is then eligibl
Growth
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
to appear in the News Feeds o that personrsquos riends and subscribers Whilethese stories oten appear organically they are also eligible to be sponsoredby advertisers
Growth o Facebook Pagesis increasingly coming rom
mobile devices
By contrast email marketingsignup orms require users tomanually enter their email mdash
a lot more riction than justtapping ldquolikerdquo
Email lists grow through incentives
Facebook Pages grow through social context
Sponsored Page Post Page Like Sponsored Stor
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In order to target and segment messages email marketers need data mdashdata that typically comes rom multiple sources including signup ormstransactions app installs and CRM systems
It takes expertise sotware and work to order to import deduplicate and sythis data so that it can be used in email marketing sotware Quite oten itrequires time rom sotware developers in order to connect systems via APIsand ensure that data is automatically passed between dierent systems
Email marketing requires a signicant amount o
overhead in order to segment emails using data
By contrast Facebook abstracts the majority o the data management awayrom marketers and advertisers - instead o having to collect and managedata themselves marketers and advertisers can target and segment based oFacebookrsquos data using either sel-serve or paid tools
Facebook data available to marketers or paid amp organic targeting
From an email marketing perspective the real-time availability o accuratedemographic data like workplace interests age gender or relationship statuat no additional cost is simply unheard o
Data Management
Email Marketing Challenges that Facebook Solves
AgeRelationship Status
GenderInterested In
Precise Interests
Workplace
ConnectionsLanguage
Education
Location
The days o prompting users to manually
ll out online amp ofine orms are waning
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Every email marketing sotware solution has a dierent process and userexperience or creating and managing signup orms and the opt-in opt-ouprocess Email marketers have to manage each step o this process customand brand it
By contrast Facebookrsquos native interace manages this entire process mdash a usesimply clicks ldquolikerdquo to opt-in and clicks ldquounlikerdquo to opt-out There is no signuprocess or Facebook Pages and or apps a simple authorization dialog thatdoes not require the user to enter any eld orms
Signup Opt-in Opt-out
Email Marketing Challenges that Facebook Solves
instead o
Sponsored Stories Signup Forms
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As Facebook Pages growit becomes increasingly
challenging to ensure thattheir posts are relevant to alarge and diverse audienceAs we noted beore themajority o Facebook Pagespublish and promote the samecontent to their audience
which results in either lowest-common denominator contentor irrelevant content beingdisplayed in ansrsquo News Feeds
At best some Pages will promote posts to a ew target demographics or tryto lower CPC costs by running multivariate tests on ads but social mediamarketers typically donrsquot think in terms o segmentation
By contrast segmentation is the lieblood o the email marketing businessThis is because with email there are directly measurable consequences osending an irrelevant message to a user - they unsubscribe rom the mailinglist and are suddenly unreachable Email marketers have to be careul about
The challenge o Facebook marketing is simple
Right time right person right message
Just like all advertising and marketing - Facebook doesnrsquot escape theundamental principals that have guided great marketing and advertising or
decades But very very ew Pages apply these principals in practice
The challenge or Facebook marketers
Content Relevancy
Morsquo Fans Morsquo Problems
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By contrast Facebook is social by design - the native calls to action directlybelow all content are to like comment or share and outperorm sharing linkon 3rd-party sites or in email by a large margin in terms o engagement rate
Whereas the reach o email content is limited by list size reach on Facebook
extends ar beyond just ans and into riends o ans
Because people are so comortable using Facebookrsquos native sharing actions
posts by Facebook Pages can reach ar beyond people who like the Page mdash
great content can reach a theoretically unlimited number o people
Facebook content can reach ar beyond a Pagersquos
pre-existing audience through likes comments
and shares
The impact o email marketing has a xed
limit Impact on Facebook Unlimited
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
There are two legitimate ways to grow an email list
bull Insert signup orms on landing pages amp websites and incentivize signupswith content or promotion
bull Use emails collected transactionally through purchases or accountregistration
In practice this means that email lists grow in parallel to the growth o a
business - the number o new emails is always directly proportional to thetrac users and sales that come in
Email list growth is typically conned by externa
actors
Itrsquos extremely dicult to accelerate the growth o an email list throughadvertising without creating perverse incentives
For example many marketers run ads that direct people to a signup orm thpromises a giveaway or a digital good like a coupon video or a PDF Whilethis is called opt-in marketing in practice many people only opt-in or theincentive and donrsquot actually want to be on the email list Many users evenhave separate email addresses so they can get the incentive while avoidingthe marketing or unsubscribe immediately ater signing up
Even with a high conversion rate list subscribers acquired through theseincentives have higher unsubscribe rates lower open and click rates and
are less relevant to the business because they signed up or the wrongreasons While it is possible to align incentives with email marketing content
particularly or proessional or educational content it is challenging andrequires exceptional execution that is rarely seen
Facebook Pages can be amplied through
sponsored stories and grow extremely ast
When a person likes a Facebook Page it generates a story that is then eligibl
Growth
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
to appear in the News Feeds o that personrsquos riends and subscribers Whilethese stories oten appear organically they are also eligible to be sponsoredby advertisers
Growth o Facebook Pagesis increasingly coming rom
mobile devices
By contrast email marketingsignup orms require users tomanually enter their email mdash
a lot more riction than justtapping ldquolikerdquo
Email lists grow through incentives
Facebook Pages grow through social context
Sponsored Page Post Page Like Sponsored Stor
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In order to target and segment messages email marketers need data mdashdata that typically comes rom multiple sources including signup ormstransactions app installs and CRM systems
It takes expertise sotware and work to order to import deduplicate and sythis data so that it can be used in email marketing sotware Quite oten itrequires time rom sotware developers in order to connect systems via APIsand ensure that data is automatically passed between dierent systems
Email marketing requires a signicant amount o
overhead in order to segment emails using data
By contrast Facebook abstracts the majority o the data management awayrom marketers and advertisers - instead o having to collect and managedata themselves marketers and advertisers can target and segment based oFacebookrsquos data using either sel-serve or paid tools
Facebook data available to marketers or paid amp organic targeting
From an email marketing perspective the real-time availability o accuratedemographic data like workplace interests age gender or relationship statuat no additional cost is simply unheard o
Data Management
Email Marketing Challenges that Facebook Solves
AgeRelationship Status
GenderInterested In
Precise Interests
Workplace
ConnectionsLanguage
Education
Location
The days o prompting users to manually
ll out online amp ofine orms are waning
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Every email marketing sotware solution has a dierent process and userexperience or creating and managing signup orms and the opt-in opt-ouprocess Email marketers have to manage each step o this process customand brand it
By contrast Facebookrsquos native interace manages this entire process mdash a usesimply clicks ldquolikerdquo to opt-in and clicks ldquounlikerdquo to opt-out There is no signuprocess or Facebook Pages and or apps a simple authorization dialog thatdoes not require the user to enter any eld orms
Signup Opt-in Opt-out
Email Marketing Challenges that Facebook Solves
instead o
Sponsored Stories Signup Forms
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As Facebook Pages growit becomes increasingly
challenging to ensure thattheir posts are relevant to alarge and diverse audienceAs we noted beore themajority o Facebook Pagespublish and promote the samecontent to their audience
which results in either lowest-common denominator contentor irrelevant content beingdisplayed in ansrsquo News Feeds
At best some Pages will promote posts to a ew target demographics or tryto lower CPC costs by running multivariate tests on ads but social mediamarketers typically donrsquot think in terms o segmentation
By contrast segmentation is the lieblood o the email marketing businessThis is because with email there are directly measurable consequences osending an irrelevant message to a user - they unsubscribe rom the mailinglist and are suddenly unreachable Email marketers have to be careul about
The challenge o Facebook marketing is simple
Right time right person right message
Just like all advertising and marketing - Facebook doesnrsquot escape theundamental principals that have guided great marketing and advertising or
decades But very very ew Pages apply these principals in practice
The challenge or Facebook marketers
Content Relevancy
Morsquo Fans Morsquo Problems
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
There are two legitimate ways to grow an email list
bull Insert signup orms on landing pages amp websites and incentivize signupswith content or promotion
bull Use emails collected transactionally through purchases or accountregistration
In practice this means that email lists grow in parallel to the growth o a
business - the number o new emails is always directly proportional to thetrac users and sales that come in
Email list growth is typically conned by externa
actors
Itrsquos extremely dicult to accelerate the growth o an email list throughadvertising without creating perverse incentives
For example many marketers run ads that direct people to a signup orm thpromises a giveaway or a digital good like a coupon video or a PDF Whilethis is called opt-in marketing in practice many people only opt-in or theincentive and donrsquot actually want to be on the email list Many users evenhave separate email addresses so they can get the incentive while avoidingthe marketing or unsubscribe immediately ater signing up
Even with a high conversion rate list subscribers acquired through theseincentives have higher unsubscribe rates lower open and click rates and
are less relevant to the business because they signed up or the wrongreasons While it is possible to align incentives with email marketing content
particularly or proessional or educational content it is challenging andrequires exceptional execution that is rarely seen
Facebook Pages can be amplied through
sponsored stories and grow extremely ast
When a person likes a Facebook Page it generates a story that is then eligibl
Growth
Email Marketing Challenges that Facebook Solves
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
to appear in the News Feeds o that personrsquos riends and subscribers Whilethese stories oten appear organically they are also eligible to be sponsoredby advertisers
Growth o Facebook Pagesis increasingly coming rom
mobile devices
By contrast email marketingsignup orms require users tomanually enter their email mdash
a lot more riction than justtapping ldquolikerdquo
Email lists grow through incentives
Facebook Pages grow through social context
Sponsored Page Post Page Like Sponsored Stor
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In order to target and segment messages email marketers need data mdashdata that typically comes rom multiple sources including signup ormstransactions app installs and CRM systems
It takes expertise sotware and work to order to import deduplicate and sythis data so that it can be used in email marketing sotware Quite oten itrequires time rom sotware developers in order to connect systems via APIsand ensure that data is automatically passed between dierent systems
Email marketing requires a signicant amount o
overhead in order to segment emails using data
By contrast Facebook abstracts the majority o the data management awayrom marketers and advertisers - instead o having to collect and managedata themselves marketers and advertisers can target and segment based oFacebookrsquos data using either sel-serve or paid tools
Facebook data available to marketers or paid amp organic targeting
From an email marketing perspective the real-time availability o accuratedemographic data like workplace interests age gender or relationship statuat no additional cost is simply unheard o
Data Management
Email Marketing Challenges that Facebook Solves
AgeRelationship Status
GenderInterested In
Precise Interests
Workplace
ConnectionsLanguage
Education
Location
The days o prompting users to manually
ll out online amp ofine orms are waning
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Every email marketing sotware solution has a dierent process and userexperience or creating and managing signup orms and the opt-in opt-ouprocess Email marketers have to manage each step o this process customand brand it
By contrast Facebookrsquos native interace manages this entire process mdash a usesimply clicks ldquolikerdquo to opt-in and clicks ldquounlikerdquo to opt-out There is no signuprocess or Facebook Pages and or apps a simple authorization dialog thatdoes not require the user to enter any eld orms
Signup Opt-in Opt-out
Email Marketing Challenges that Facebook Solves
instead o
Sponsored Stories Signup Forms
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As Facebook Pages growit becomes increasingly
challenging to ensure thattheir posts are relevant to alarge and diverse audienceAs we noted beore themajority o Facebook Pagespublish and promote the samecontent to their audience
which results in either lowest-common denominator contentor irrelevant content beingdisplayed in ansrsquo News Feeds
At best some Pages will promote posts to a ew target demographics or tryto lower CPC costs by running multivariate tests on ads but social mediamarketers typically donrsquot think in terms o segmentation
By contrast segmentation is the lieblood o the email marketing businessThis is because with email there are directly measurable consequences osending an irrelevant message to a user - they unsubscribe rom the mailinglist and are suddenly unreachable Email marketers have to be careul about
The challenge o Facebook marketing is simple
Right time right person right message
Just like all advertising and marketing - Facebook doesnrsquot escape theundamental principals that have guided great marketing and advertising or
decades But very very ew Pages apply these principals in practice
The challenge or Facebook marketers
Content Relevancy
Morsquo Fans Morsquo Problems
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
to appear in the News Feeds o that personrsquos riends and subscribers Whilethese stories oten appear organically they are also eligible to be sponsoredby advertisers
Growth o Facebook Pagesis increasingly coming rom
mobile devices
By contrast email marketingsignup orms require users tomanually enter their email mdash
a lot more riction than justtapping ldquolikerdquo
Email lists grow through incentives
Facebook Pages grow through social context
Sponsored Page Post Page Like Sponsored Stor
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In order to target and segment messages email marketers need data mdashdata that typically comes rom multiple sources including signup ormstransactions app installs and CRM systems
It takes expertise sotware and work to order to import deduplicate and sythis data so that it can be used in email marketing sotware Quite oten itrequires time rom sotware developers in order to connect systems via APIsand ensure that data is automatically passed between dierent systems
Email marketing requires a signicant amount o
overhead in order to segment emails using data
By contrast Facebook abstracts the majority o the data management awayrom marketers and advertisers - instead o having to collect and managedata themselves marketers and advertisers can target and segment based oFacebookrsquos data using either sel-serve or paid tools
Facebook data available to marketers or paid amp organic targeting
From an email marketing perspective the real-time availability o accuratedemographic data like workplace interests age gender or relationship statuat no additional cost is simply unheard o
Data Management
Email Marketing Challenges that Facebook Solves
AgeRelationship Status
GenderInterested In
Precise Interests
Workplace
ConnectionsLanguage
Education
Location
The days o prompting users to manually
ll out online amp ofine orms are waning
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Every email marketing sotware solution has a dierent process and userexperience or creating and managing signup orms and the opt-in opt-ouprocess Email marketers have to manage each step o this process customand brand it
By contrast Facebookrsquos native interace manages this entire process mdash a usesimply clicks ldquolikerdquo to opt-in and clicks ldquounlikerdquo to opt-out There is no signuprocess or Facebook Pages and or apps a simple authorization dialog thatdoes not require the user to enter any eld orms
Signup Opt-in Opt-out
Email Marketing Challenges that Facebook Solves
instead o
Sponsored Stories Signup Forms
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As Facebook Pages growit becomes increasingly
challenging to ensure thattheir posts are relevant to alarge and diverse audienceAs we noted beore themajority o Facebook Pagespublish and promote the samecontent to their audience
which results in either lowest-common denominator contentor irrelevant content beingdisplayed in ansrsquo News Feeds
At best some Pages will promote posts to a ew target demographics or tryto lower CPC costs by running multivariate tests on ads but social mediamarketers typically donrsquot think in terms o segmentation
By contrast segmentation is the lieblood o the email marketing businessThis is because with email there are directly measurable consequences osending an irrelevant message to a user - they unsubscribe rom the mailinglist and are suddenly unreachable Email marketers have to be careul about
The challenge o Facebook marketing is simple
Right time right person right message
Just like all advertising and marketing - Facebook doesnrsquot escape theundamental principals that have guided great marketing and advertising or
decades But very very ew Pages apply these principals in practice
The challenge or Facebook marketers
Content Relevancy
Morsquo Fans Morsquo Problems
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1727
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In order to target and segment messages email marketers need data mdashdata that typically comes rom multiple sources including signup ormstransactions app installs and CRM systems
It takes expertise sotware and work to order to import deduplicate and sythis data so that it can be used in email marketing sotware Quite oten itrequires time rom sotware developers in order to connect systems via APIsand ensure that data is automatically passed between dierent systems
Email marketing requires a signicant amount o
overhead in order to segment emails using data
By contrast Facebook abstracts the majority o the data management awayrom marketers and advertisers - instead o having to collect and managedata themselves marketers and advertisers can target and segment based oFacebookrsquos data using either sel-serve or paid tools
Facebook data available to marketers or paid amp organic targeting
From an email marketing perspective the real-time availability o accuratedemographic data like workplace interests age gender or relationship statuat no additional cost is simply unheard o
Data Management
Email Marketing Challenges that Facebook Solves
AgeRelationship Status
GenderInterested In
Precise Interests
Workplace
ConnectionsLanguage
Education
Location
The days o prompting users to manually
ll out online amp ofine orms are waning
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Every email marketing sotware solution has a dierent process and userexperience or creating and managing signup orms and the opt-in opt-ouprocess Email marketers have to manage each step o this process customand brand it
By contrast Facebookrsquos native interace manages this entire process mdash a usesimply clicks ldquolikerdquo to opt-in and clicks ldquounlikerdquo to opt-out There is no signuprocess or Facebook Pages and or apps a simple authorization dialog thatdoes not require the user to enter any eld orms
Signup Opt-in Opt-out
Email Marketing Challenges that Facebook Solves
instead o
Sponsored Stories Signup Forms
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As Facebook Pages growit becomes increasingly
challenging to ensure thattheir posts are relevant to alarge and diverse audienceAs we noted beore themajority o Facebook Pagespublish and promote the samecontent to their audience
which results in either lowest-common denominator contentor irrelevant content beingdisplayed in ansrsquo News Feeds
At best some Pages will promote posts to a ew target demographics or tryto lower CPC costs by running multivariate tests on ads but social mediamarketers typically donrsquot think in terms o segmentation
By contrast segmentation is the lieblood o the email marketing businessThis is because with email there are directly measurable consequences osending an irrelevant message to a user - they unsubscribe rom the mailinglist and are suddenly unreachable Email marketers have to be careul about
The challenge o Facebook marketing is simple
Right time right person right message
Just like all advertising and marketing - Facebook doesnrsquot escape theundamental principals that have guided great marketing and advertising or
decades But very very ew Pages apply these principals in practice
The challenge or Facebook marketers
Content Relevancy
Morsquo Fans Morsquo Problems
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1827
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Every email marketing sotware solution has a dierent process and userexperience or creating and managing signup orms and the opt-in opt-ouprocess Email marketers have to manage each step o this process customand brand it
By contrast Facebookrsquos native interace manages this entire process mdash a usesimply clicks ldquolikerdquo to opt-in and clicks ldquounlikerdquo to opt-out There is no signuprocess or Facebook Pages and or apps a simple authorization dialog thatdoes not require the user to enter any eld orms
Signup Opt-in Opt-out
Email Marketing Challenges that Facebook Solves
instead o
Sponsored Stories Signup Forms
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As Facebook Pages growit becomes increasingly
challenging to ensure thattheir posts are relevant to alarge and diverse audienceAs we noted beore themajority o Facebook Pagespublish and promote the samecontent to their audience
which results in either lowest-common denominator contentor irrelevant content beingdisplayed in ansrsquo News Feeds
At best some Pages will promote posts to a ew target demographics or tryto lower CPC costs by running multivariate tests on ads but social mediamarketers typically donrsquot think in terms o segmentation
By contrast segmentation is the lieblood o the email marketing businessThis is because with email there are directly measurable consequences osending an irrelevant message to a user - they unsubscribe rom the mailinglist and are suddenly unreachable Email marketers have to be careul about
The challenge o Facebook marketing is simple
Right time right person right message
Just like all advertising and marketing - Facebook doesnrsquot escape theundamental principals that have guided great marketing and advertising or
decades But very very ew Pages apply these principals in practice
The challenge or Facebook marketers
Content Relevancy
Morsquo Fans Morsquo Problems
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 1927
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
As Facebook Pages growit becomes increasingly
challenging to ensure thattheir posts are relevant to alarge and diverse audienceAs we noted beore themajority o Facebook Pagespublish and promote the samecontent to their audience
which results in either lowest-common denominator contentor irrelevant content beingdisplayed in ansrsquo News Feeds
At best some Pages will promote posts to a ew target demographics or tryto lower CPC costs by running multivariate tests on ads but social mediamarketers typically donrsquot think in terms o segmentation
By contrast segmentation is the lieblood o the email marketing businessThis is because with email there are directly measurable consequences osending an irrelevant message to a user - they unsubscribe rom the mailinglist and are suddenly unreachable Email marketers have to be careul about
The challenge o Facebook marketing is simple
Right time right person right message
Just like all advertising and marketing - Facebook doesnrsquot escape theundamental principals that have guided great marketing and advertising or
decades But very very ew Pages apply these principals in practice
The challenge or Facebook marketers
Content Relevancy
Morsquo Fans Morsquo Problems
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2027
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
relevancy in order or their message to be heard
For Facebook Pages the equivalent is a user unliking the Page or choosing hide it rom their News Feed
However the number o people who take one o these actions whichFacebook calls ldquonegative eedbackrdquo is only visible on a per-post level within
the iOS Pages Manager app Because o this most social media marketerseven i they understand that users can unlike or hide Pages arenrsquot paying
attention to the connection between content and negative eedback
Most Facebook marketers are fying blind and
have no idea how much negative eedback their
content receives
From the perspective o email marketing where unsubscribes and spam
complaints are tracked closely this is quite strange By ignoring negativeeedback Pages burn through valuable parts o their audience because onca user hides a Page rom his or her News Feed itrsquos tough to win them back
Whatrsquos worse negative eedback is oten masked by positive metrics mdashthesame post with a high number o likes comments or shares may also generaa signicant amount o negative eedback because it only resonated with asubset o the Pagersquos audience
Targeting and segmentation are essential in orde
to avoid negative eedback
Unsubscribe = Unlike
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2127
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Less than 1 o marketers take advantage o
targeting and segmentation on Facebook
This represents a massive competitive
advantage to those who are willing to put in
the time and eort
Here wersquoll walk through three strategies
or targeting paid and organic content on
Facebook that most marketers donrsquot even
know exist
Underexplored Strategiesin Facebook marketing
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2227
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
While it has been possible or years to target ads and sponsored stories usinFacebookrsquos data most marketers donrsquot know that itrsquos also possible to usemuch o the same data when posting content to Facebook without spendingany money
Pages with over 5000 total likes can choose
on a per-post basis to target posts by
bull Age
bull Gender
bull Relationship Status Interested in
bull Language
bull Educationbull Workplacebull Location (country state city)
Herersquos a ew examples o what can be done usin page post targeting
One Facebook Page multiple languages
With a single Facebook Page itrsquos possible to send dierent messages tospeakers o dierent languages and ensure that yoursquore reaching eachperson in their native language
Income targeting through demographic proling
Using a combination o age and location itrsquos possible to target basedon estimated household income For brands who sell products at manydierent price tiers like auto companies itrsquos possible to reach consumerwith content that ts their purchasing power
Hyper-targeted event marketing
Segmentation through Organic
Page Post Targeting
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2327
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
By targeting Event post based on location itrsquos possible to reach onlythe audience segment that lives within 50 miles o an upcoming eventwithout bothering the rest o the audience with an event 500 miles awayWhile this is useul or Pages o all sizes it is particularly powerul or largbrands who are involved either as a sponsor or host with hundreds or
even thousands o events per year
Gender-specic products
Clothing companies or example could only post photos o womenrsquosclothing to women and photos o menrsquos clothing to men This would
immediately double the relevancy o their content to their audience
Relationship status
Jewlers Flower shops Dating sites Wedding photgraphers Each o thescould send dierent messages to people depdending on whether theyrsquoresingle in a relationship engaged or married Even simple changes likebeing able to say ldquohusbandrdquo instead o ldquosignicant otherrdquo can go a longway to ensure that messages are relevant to the recipient
Toys video games and other kids products
Parents buy the toys and kids want the toys Kids brands could target onmessage to kids in order to build up demand and another message to
parents to reassure them that their toys are sae and encourage them tomake a purchase
This is the exact type o segmentation that email
marketers have been doing or years and now it
accessible on a bigger scale than ever
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2427
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In September 2012 Facebookintroduced the availability oCustom Audiences which letsadvertisers upload a list o emailaddresses phone numbers orFacebook UIDs to create a customaudience ldquoclusterrdquo which can thenbe used as a targeting parameter
when creating ads Facebookhashes and matches the uploadeddata to user prole inormation inorder to ensure anonymity
At its most basic level this enables email marketers to export their email listsand target those users who have not yet liked their Facebook Page with adsand sponsored stories - a highly ecient orm o like acquisition However i
also opens up opportunities to deliver highly segmented messages based on3rd-party data - imagine uploading a list o your 1000 highest lietime valuecustomers and targeting them with sponsored page posts or uploading a liso people who had signed up but not yet converted and prompt them tobecome paying customers
Custom audiences enable marketers to target
paid media based on literally any rst-party
data they have associated with emails phone
numbers or Facebook user IDs
In the past these types o messages could only be delivered via emailor through logged-in webmobile apps (push notications in-productalerts) Email marketers excel at coming up with this type o hyper-targetedmessaging because they understand how to leverage data but because moare distanced rom Facebook and ever urther away rom Facebook Ads veryew i any have seized the opportunity The rst-mover advantage here is stihuge
Promoted Posts + Custom
Audiences
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2527
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
In mid-2012 Facebook began allowing 3rd-party tools to create ldquoDark Postsvia the Ads API ldquoDark Postsrdquo take the same ormat as normal Page Postsexcept that they receive no organic distribution mdash no one can see them unlethe advertiser pays to promote or sponsor them in the News Feed
While this seems counter-intuitive (why wouldnrsquot you want ree distributionthe intent is to allow advertisers to create many permutations o a postin order to tailor their message to dierent audiences Email marketers
should be amiliar with this this as itrsquos common practice to increase CTR bydisplaying an image that is relevant to the userrsquos past behavior or purchases
Dark Posts also help marketers test creative ideas with a small portion o theaudience mdash instead o posting a photo to tens o thousands o people withobeing sure o the impact teams who are serious about Facebook marketingcan create a dozen variations o the photo and run ads to just a ew hundredpeople and choose to publish the one that perorms best
Since dark posts are currently only available via the API Preerred MarketingDevelopers will have to ll the void by developing sotware that enables thistype o multivariate testing and targeting at scale and will likely need the buin o email marketers who are most well-suited or using such tools
Dark Posts
Underexplored Strategies
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2627
Facebook for Email Marketers Whitepaper
copy PageLever Inc 2012 All Rights Reserved
Itrsquos ready or people who understand how to
use data to deliver the right message to theright person at the right time
Itrsquos completely possible to increase
engagement and decrease negative eedback
by huge margins through targeting and
segmentation
Barely anyone is taking advantage o these
opportunities though
Facebook Pages bear many similarities to
email lists without many o the pain points
that plague email
I yoursquore in the email marketing industry (or
made it all the way to page 24) wersquod love to
hear what you think
Facebook marketing is
ready or disruption
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages
7312019 Facebook for Email Marketers mdash PageLever Whitepaper
httpslidepdfcomreaderfullfacebook-for-email-marketers-pagelever-whitepaper 2727
Facebook for Email Marketers Whitepaper
With customers ranging rom Fortune 500 companies to digital agencies
to boutique consultants thousands o Facebook Pages rely on PageLeverAnalytics to measure analyze and optimize their marketing
We believe in actionable analytics where content is driven by data and auture where marketing is personalized targeted and directly measuredWersquore excited to be part o this uture and are dedicated to providing ourcustomers with elegant solutions that help them achieve meaningul results
Founded in 2010 PageLever is built or and by social media marketers Beo
PageLever members o our team led strategy and optimized some o thelargest Pages on Facebook - we know what itrsquos like to be in your shoes
We are a member o Facebookrsquos Preerred Marketing Developer (PMD)program For more inormation visit wwwpagelevercom like our Facebook
Page or ollow us on Twitter
Jesse Channon
VP Business Development
jessepagelevercom
(202) 596-5803
Contact
ttpsdevelopersacebookcomreerredmarketingdevelopers
pagelevercomblog
facebookcompagelever
pagelever
youtubecompagelever
About PageLeverPageLever is the worldrsquos leadinganalytics solution or Facebook Pages