What if Facebook did let Brands do bulk email marketing to their Fans

[tweetmeme source=”getintheinbox” only_single=false]

This bit is what I’m sure a lot of marketers have been wanting clarification on.

With the introduction of Facebook Messaging giving users an Inbox inside their own account, brands who put a lot of work into their Facebook Fan pages might have been thinking that they could now do email marketing to their fans inside Facebook.

Alas no. Facebook have confirmed via ClickZ that metrics and bulk messaging is not a feature. They did say that metrics is not available to marketers ‘at this time’ so maybe it will be in the future.

As an Email Marketer, I was hoping for something a bit more to allow brands to send the same message to each fan.

As an ESP I’m glad you can’t because I want people to use my software to send the emails.

As a Facebook user I’m also glad you can’t because no matter how much I love email marketing, there are still too many spammers and too many brands out there that are not inclined to do it right and I know if Facebook opens that door, everyone will get hammered with email and go back to MySpace or something :-)

If Facebook did consider it what would they have to do in order to avoid recipient rebellion?

Well, seeing as you ask:

This would fit into more of a publishing model with an awesome preference centre.

A brand would be able to write a message, personalise it and hit go to email all of their fans. This first email will have to be an opt-in for people to actively ask for them and then the would be preference options in everyone’s account.

Each recipient would then be able to manage their preferences per brand, ie: frequency, optin/out.

Facebook could then charge the brand per fan & anyone who stops being a fan is opted-out automatically.

The metrics Facebook could have would be awesome: they could even know when a person is most likely to login and charge more for an intelligent time send.

Then with integration, if someone had linked their Facebook account to a web-shop for instance, the dynamic content could be pretty good too. There could be a lot of money to be made.

But I expect it will rob Facebook of any integrity it has and they would become such a commercial marketing portal people will quickly move on.

So in conclusion, I’m glad they won’t be doing it… interesting thought though

Amplify’d from www.clickz.com

FB: Inbox analytics are not available to marketers at this time. Messages are private and Business Page owners can send messages to their Page fans, but only to one person at a time as before, and it will go to ‘other messages.’ But the recipient can move this message thread from ‘other messages’ to main part of Facebook Messages. People can also block senders if they don’t want to receive these.

Read more at www.clickz.com

One thought on “What if Facebook did let Brands do bulk email marketing to their Fans

  1. Only those who have no basic understanding of how a platform works will want to use another platform within it.

    There is no real set objective for Facebook. It was a system designed for a specific purpose which exploded into something far greater and overarching in a relatively quick period.

    The Facebook email service was a simple a straight forward concept:
    1. People would love to have @facebook emails because for a few weeks it’ll make them cool.
    2. If you spend most of your day on Facebook it saves you mouse travel
    3. Rather unnecessarily, it extends the Facebook brand

    The message system within #FB already allows for ‘mass’ mail. Depending on how many ‘friends’, pages, apps or external connections we have created; we delete en mass thousands of messages daily.

    The virility of Facebook marketing stems from the ability to abuse the channels set to bombard people from multiple angles within their account. Whether it is wall posts, messages, notifications, boxes, widgets, adverts, events splashes, there are an unlimited number of ways of aggravating the end user with information they didn’t want to know in such a high frequency in so many different places.

    The hide button was designed for this very reason. It allows members to mute the irritating bombardment of twaddle from those ‘friends’, pages etc that they wish to decide when they will visit and catch up with.

    Personalization is a marketing industry myth in so many aspects. The need for this so called personal touch stems from not fully understanding the people you are trying to reach and being too generic within your original catchment.

    For example, if you run a shop that only sells trainers the only thing you need to know about your new ‘subscriber’ is they have two feet and wear trainers. Heck, even if they only have one foot you could sell them a pair.

    We’re not stupid, rarely are we fooled by an email from Bobs Billabong Hut just because it has the name we entered on a web page sometime in 2003.

    “Hi Bob a-fet’s Jockstrap!”

    Collecting data from one area with the expectation that it will provide you knowledge in another is naive, if only because a persons behavior or interactions with one object may be entirely different to another.

    We don’t treat our social networks the same as we do our emails, or other forms of communication be it text messaging, instant message, telephone or in person.


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