Our 2010 Email Marketing Industry Census found that more than a third of companies (37%) are using email to encourage the sharing of content on social networks, and just under a third of companies (31%) say they are planning to do this. However this just doesn’t have to be a one way relationship; Facebook has a great little tool that allows you to host email signup forms on your fan pages also. Instructions on this can be found below.
Add the Static FBML app to your page
You will need to have access to the Facebook Static FBML app in order to do this; simply type Static FBML into the Facebook search box and choose ‘Static FBML’.
Once you are on the page, on the left hand side of this screen select the link ‘Add to my page’, a pop-up box will ask you which fan page you would like to add this to and select ‘Add to Page’ next to the relevant one.
Adding your Sign Up Form
Now, go to your page and select ‘Edit Page’ from the left hand menu, this will provide you with a number of options; choose the edit link under FBML
Update December 2010: Due to some changes on Facebook the link to add your code into the FBML page may have moved. If you do not see the link under edit, click the ‘Applications’ button in the edit page and the option to access the FBML screen will now show.
You are now presented with a box that you can copy and paste your subscription form HTML code into.
If you currently have a form created by Adestra, contact us here or if you would like to have one setup, you can get in touch with us here. Once you have the code, simply copy and paste into the box and choose Save changes.
Add as a Tab to your Fan Page
Finally, go back to your fan page. If your sign up tab is not already there, choose the “+” symbol next to your tabs and select the form you have just created. People now the option to sign up to your emails direct from Facebook.
Andrew Abram, Client Strategy Consultant
In a recent meeting with a client, they wanted to know what to do in order to improve their open rates, my suggestion was to test. As everyone’s recipient base is different, there is no one rule fits all answer, the only way to find out is to test what works for your recipients.
The client did a number of controlled tests, testing one aspect of the email at a time, allowing them to see exactly what caused the increase/decrease in response. The client split their list into two, sending half of the list their regular email, and the other half the email with the testing element. There were a number of aspects which had a small impact on the campaign results, such as, the layout and design of the email, however the aspect which had the greatest impact on the results was personalising of the subject line with the recipients’ company name.
This test saw a 5% increase in open rates, compared to the non personalised version, as well as an increase in the click through rate too.
By personalizing the subject line the recipient knew that the email was relevant them encouraging them to open and interact.
Please email firstname.lastname@example.org for the demonstration videos on how to Split Test, and Personalise your Subject Line. Or if you would like any further information please contact your strategy Consultant email@example.com
Jenna Lovell, Client Strategy Executive
Clients regularly ask us how they should segment their lists to achieve better response from their email marketing. Segmentation doesn’t have to complex, and a few simple segments could make all the difference.
One of the most commonly used forms of segmentation is RFM (recency, frequency and monetary value). RFM is a good way to define and understand customer value. It can help to define acquisition data, as well as helping you to shape your customer retention programme.
Segmentation is the best way to make your marketing relevant to the recipient. You can tailor your message based on the segments you decide upon their interests and what you want to achieve from that segment. Segmentation also could save you money, as you will only be targeting those who meet your segmentation criteria, rather than a blanket technique. The most important benefit, is that you will be sending material that is of interest to your recipient, therefore they will engage with you and will increase the likelihood of a response.
Using the RFM model in practice
The most powerful factor that determines whether your customer will buy again is how recently (R – weighted 35%) they made their previous purchase. They are engaged with you at the point of purchase and response rates decline as time goes on.
Frequency (F – weighted 50%) is the second most powerful indicator of response. These customers are engaged with you and are most likely to purchase from you and engage from you again. Keep them happy and nuture them as they are the most difficult to get back.
Those who have made large purchases (M – weighted 15%) are more likely to continue to spend at higher levels, but may buy less often.
A simple way to segment your customer base is using a matrix like this.
Now, also think about the Lifetime value of that customer. If you can move those who have just purchased from you, to purchasing from you more frequently their Lifetime Value will increase.
If you would like some advice or consultancy on how to segment your data, please do contact us by emailing firstname.lastname@example.org
Group Account Director