Each day, millions of brands launch ads, create business pages, and test out lead-generating marketing strategies on Facebook. While Facebook offers a robust selection of marketing tools, one big marketing staple they’ve never really explored is Facebook email marketing. That might be about to change.
This summer, a small number of Facebook Business users were given access to a new email marketing tool, which Facebook later confirmed it was experimenting with.
While you might not expect a major social media platform like Facebook to invest in email marketing tools, this move actually makes a lot of sense.
In the last decade, Facebook’s amped up its advertisement and lead-generation offerings. While B2C companies could easily launch an ad for a product and see ROI roll in, the platform has also enabled B2B companies aiming to sell higher-priced offerings to connect their CRM and generate leads via lead ads or landing pages.
Facebook has consistently been expanding to make its platform a stronger lead generator for brands. And, now that Business Pages are able to gain contact lists from the platform, it makes sense for Facebook to consider an email tool that allows brands to reach out directly to those audiences.
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“We’re evaluating whether these tools are beneficial for people and businesses before deciding whether to expand it further,” Facebook told AdWeek.
Since Facebook began the email marketing tool’s test, marketers have caught on. At one point Meg Coffey, a social media strategist, tweeted screenshots of the tool after discovering it:
In the replies, a number of marketers shared their thoughts on the new email tool.
In the tweet’s thread, many marketers were optimistic about what Facebook email and CRM compatibility could mean for lead-generation.
Facebook’s email tool might seem interesting, but before you drop your marketing email tool for this one, keep in mind that it’s still in its testing phase. While some brand pages have the ability to use it, others do not. Additionally, if the test fails, there’s a possibility the tool won’t ever fully launch.
If you do want to learn more about the tool and how it could benefit your Facebook marketing strategies if and when it goes live for all pages, here’s a quick rundown of what we know about it so far.
