It’s a common scenario: Facebook marketers get so caught up in advertising and posting regular updates, they tend to forget about other benefits they could reap out of the platform.
One of these benefits is growing their email list.
You know, those people who keep coming back to check out your brand’s Facebook page? And those who are thinking of buying from you and would love to receive new offers & updates?
Unfortunately, too many marketers undermine the value of these Facebook users. But the fact of the matter is, the more people you can add to your email list, the more people you’ll be able to reach out to, even if they don’t have time to see your Facebook updates. And don’t forget that all those emails are also a great resource to create Custom Audiences and create more effective Facebook Ads Campaigns!
Check out these statistics
- 41 percent small-to-medium sized businesses run a Facebook page with a newsletter sign-up form (source)
- 91 percent consumers check their email at least once a day (source)
- 92 percent businesses use email to share news and information about their company with their subscribers (source)
With so many benefits of growing your email list, why not make use of the reach you have on Facebook to turn your fans into subscribers who’ll potentially become long-term customers? Here are 5 things you can do:
1. Integrate a sign-up form on your Facebook page
Facebook allows you to place certain tabs on a brand page, such as a call-to-action. Any business can integrate a sign-up form on Facebook to make it easy for their audience to subscribe to their email list.
For this tab, make sure to include a relevant image such as a letterbox and a call-to-action such as ‘subscribe now’. You have to use an app to add this sign-up form on the page. Most email clients including MailChimp and GetResponse have these apps. Follow the steps outlined in the app function to add the tab to your page.
Note: Facebook makes it mandatory to use ‘https’ for all apps, and states that all content should be added via the secure browsing protocol, so any content you add must be hosted on services using https. Otherwise, Facebook will keep displaying that you’re trying to access apps via unsecured locations.
2. Host a Facebook contest
Come up with sweepstakes that your audience can’t resist and ask them to subscribe to your email list as an entry requirement. The most common entry fields for a Facebook sweepstake are the first name, last name, and email address.
Offer a fantastic grand prize that inspires people to enter and win. This will not only strengthen your connection with the audience, but will also give them a chance to rave about being the winner, which should further boost email subscriptions. More people will also leave their email address if you list sharing the sweepstake page as one of the entry pre-requisites.
Take a look at Qwertee’s Facebook sweepstake:
People can enter the sweepstake by leaving their email address. You can use an app like AgoraPulse to set up a contest/sweepstake.
Bonus tip: Integrate a countdown widget for your contest to drive immediate action. The contest should receive entries for a few weeks. If fans see ‘two months’ left, they may leave the contest page and never bother to visit again.
3. Promote newsletter content
A simple way to get people to sign up is to post an update to a landing page where people can sign up to your email list. But what would make them sign up, you ask? It’s the incentive you’re going to provide to convince them to take action.
The incentive could be anything from a discount on your items/services to a free sample. Just like with a sweepstake, make sure the link includes a relevant image for the incentive and a strong call-to-action.
Here is an example of such content from Jimmy Choo:
By posting such an update, you’ll be redirecting your Facebook audience to your landing page where you’ll enable them to enter their email address to receive offers, discounts, and updates.
In this case, you can also promote this update by creating Facebook ads and optimizing them with tools like Adespresso. Doing so will widen the reach of the update and significantly grow your email list.
4. Take part in a social cause
Taking part in a social cause will allow your brand to post emotional stories that drive action. Your audience has a higher chance of being moved by the emotional content and call-to-action. You can post an update that you’re running a social cause and ask people to join the cause by submitting their email.
Updates that trigger emotions have been associated with how audiences share content on social networks. Calls to action like ‘join this cause’ or ‘I condemn the abuse of disabled children’ emboldens the audience to take action, regardless of what they need to do.
You can create a separate landing page for a cause and link it to Facebook. The landing page can get people to sign up to receive further information about how they can help their favorite brand in achieving the goal.
5. Host a webinar
Facebook remains one of the top platforms to attract audience to a webinar; many people are doing it already. Those of you who’ve hosted/attended a webinar already know that requesting the email address is a registration standard for this online event.
So asking people to sign up won’t get you much pushback when requesting the email address. The following is a great example of a webinar asking people to sign up:
People who submit their email address will be able to discuss tips for protecting soil and establish weed control. The opportunity to ask questions serves as an added incentive. You can use a third-party app to launch a webinar on Facebook.
While you have the attention of your audience, make the most out of their engagement. The tips mentioned above will not only help you find your optimal subscribers, but also add prospects who you can target with offers to increase conversions.
What are your thoughts? Do you use social media to boost email signups? Feel free to leave comments below.