The 1000% difference between email lists and Facebook fan pages
If your Facebook fan list was as large as your email list, would you market differently on Facebook? Would you give away free white papers in order to build that list? Or would you leave the social platform as just that – and leave your marketing to an email list that is prone to bounces and spam filters?
Building your following on Facebook offers many of the same benefits as building your email list. In fact, social media claims 60% “market share” on click through rates. Email only accounts for 31% (source: FastCompany). Imagine if you could build a Facebook list as large as your email list?
Let’s say you have 10,000 email subscribers and 10,000 Facebook fans.
Email: You send an email out to your subscribers.
- You choose a list, and send to 10,000 email subscribers.
- Requires formatting, testing and re-writing email-friendly subject lines.
- Percentage of emails will go to spam filters and bounced email addresses.
- If 5% of emails bounce, you’re now sending to 9,500 subscribers.
- Average open rate of publishing industry is 18.43% (source: MailChimp), meaning 1,751 will open your email.
- The average 3.39% click rate (source: MailChimp) means only 59 people of those 1,751 will visit your website.
- All that for 59 page views?
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Facebook: You post an article on your wall.
- You post the article for all 10,000 of your Facebook fans to see.
- No reformatting, resting or rewriting spam-friendly headlines.
- No bounced addresses, all qualified accounts.
- No bounces, so you’re still sending to all 10,000 subscribers.
- Due to the lack of bounces, let’s say that 18.43% or 1,843 people are who actually see your post (versus opening it).
- Using the same 3.39% click rate (unlikely) means 62 will visit your website.
- HOWEVER, the reported average FB page (not ad) click/open rate is really 6.49% (source: AdAge) out of that original 10k, making it 649 people visiting your site. That’s 590 more page views, or 1000% more effective than email.
So according to my research above, if you have a Facebook list as large as your email list, you’d see a 1,000% difference between your two lists. And if that’s the case, why wouldn’t you implement the same list-building strategies on your Facebook as you do via email?
Asking for someone to “like” your page before they get access to a free white paper is a low-risk transaction for most consumers; Much less threatening than asking for them to give up their email address. Promising more free white papers (or other free products) when they stay subscribed will ensure that they stay on your list in the same way that people stay on the lists of their favorite retailers—for the sales!
If you happen to be a publisher that has an email list and Facebook fan page that are evened out (and are using Facebook regularly and strategically to drive website traffic), I’d love to hear your own experience in the comments!