13 Problems With Facebook That Email Can Solve
We all know Facebook is great, but it isn’t always the right tool for every job. Let’s take a look at 13 cases when it’s better to use email instead of Facebook to achieve your goals.
There are two main areas we are going to look at in detail: engagement and personalization.
Engagement is key to building long-term relationships with your audience. This is no doubt how your business makes money. If there were no clicks, there would be no conversions, which ultimately means no MONEY! Digital currency actually has a real impact on actual currency.
Here’s are some cases around engagement where email wins:
- The number of content items per page. Facebook only allows one content item per page while email offers the ability to have much more. On average, one email has about six to ten content items.
- What is pulling your audience away? When it comes to Facebook, the user has the news feed that is constantly pulling them away from your content. Yes, they may click to view your content, but once they go back to their newsfeed, that is it. But if the user clicks on your email content then visits your website, they will return back to the email that has MORE of your content easily accessible.
- Page views per session. Only one page view per session is typical with Facebook because, again, the newsfeed is pulling them back. The average page views per session with email is around four, which means again increased engagement. The more engaged your visitors are, the more likely they are to share your content.
- Chance of being seen. Facebook is growing exponentially every single day. Currently, there is a 6.5% chance of users actually seeing your content, and that percentage is steadily declining. With email, there is a 99% chance that your subscribers will see your email in their inbox (if you don’t have deliverability issues).
- Who is in control? Algorithms, algorithms, algorithms. These can change at any time without any warning! You have no control; Facebook holds the world in their hands with this one. On the other hand, email allows you to have control. You decide when you send emails, who you are going to send them to, what content you want to be in the emails, and more! Whatever isn’t working you can fix it. That’s not really true with Facebook.
- Concrete ROI. Facebook makes it a little difficult for you to see if page likes result in money actually showing up. It is very easy to see how much money actually came from email; it’s consistently ranked the most effective marketing channel in terms of ROI.
- Building assets. What do ‘likes’ on Facebook really do for you? Okay, they may give you some legitimacy, but you’re basically just hoping that you will appear on your user’s newsfeed. Email is so much more valuable because there is so much more you can do with it. You can use your contact list to send birthday coupons and much more.
Personalization allows for a true one-to-one individual user experience. This is important because you are taking your data and acting on it by sending the right message at the right time to the right person!
8. Understanding your users. Facebook’s Open Graph is data about Facebook users. An advanced user graph gives you a 360-degree view of your users – not just what they’re up to on Facebook – and allows you to see the specifics. Once you have your contact list, you can begin to ask questions and find out what pieces of content your users do or don’t like, what other people like them are viewing, and so much more!
9. Acting on your data. Facebook wants to serve apps themselves which helps them acquire new users, but when you can use your 1st party data like you can with email, it is one of the most powerful assets you have.
10. Personalizing your personalization. Facebook basically only gives you three options when it comes to personalization (views, likes, reach). With email, there are infinite possibilities. For example, you can choose not to show content older than 24 hours, or which subscribers get a particular newsletter, and more!
11. Proactively Re-Engage Users. Content-centric metrics is something that Facebook uses. This allows you to see what works…after the fact. You will know what content worked best, but you won’t know for whom it worked best or why. User-centric strategy is something that can be utilized by email. With this, you can see which user liked what content along with recommendations for that specific user in the future.
12. Automation at its finest. Yes, Facebook allows you to customize your audience. In fact, they’re essentially famous for it! But, the customization only goes so far; it’s basically demographic qualities. Email has a sort of predictive intelligence that automatically takes all of your data and categorizes it on a more individual level.
13. Maximize your customer’s lifetime value. Facebook leaves a lot of things open-ended. You know who the user is, but how do you converse with them? With email, you can drive retention and target users by giving them content that is of value to them.
We certainly hope that you learned something new today and can make use of it!