If you’ve recently launched a Facebook Page, you’ve probably heard all the great things you can do with the Static FBML application. You can display content once a fan likes your page, embed a youtube video on your custom page, and even personalize your custom tab.
One use of Static FBML is to create a email capture form on your Facebook Page.
But why would a Facebook fan join your email list if they’ve already “liked” your Page? Isn’t the act of “liking” your page a gesture of opting in to your content?
Your marketing goals don’t matter on Facebook
Like most nonprofit marketers, you have goals that need to be met and measured. And one of these goals probably includes email acquisition.
The problem is that your Facebook fans really don’t care about your goals. They care about your cause (which is different from your org), and they care about actively participating in that cause in a way that makes sense to them.
How to create an effective opt-in strategy
The above graph shows that social media can be an effective way to enhance email marketing.
But just throwing up an opt-in form alone isn’t enough to conduct an email acquisition campaign on Facebook.
In order to be effective an acquisition strategy has to do two things:
- It gives the fan a compelling reason why they should join the list
- That reason has to be theirs, not yours
Appealing to reason on Facebook
Let’s talk about the first point. You have a blog with amazing content, and lots of readers. You tell your fans that they can join an email list and subscribe to the blog.
But then a reasonable fan ruins all your plans by asking a reasonable question: “Why should I join your email list when you could just feed your blog posts on the Facebook Page wall?”
Good question, huh.
Now let’s say you have a petition on your page. Your Facebook fans understand that if they want to participate, they have to sign the petition and/or share it with their friends. It makes perfect sense to them.
Some other opt-in strategies:
- Have an opt-in form looking for event volunteers
- Include an opt-in as part of the donation sequence during a campaign
- Create a mini-course consisting of a series of emails, each covering a specific lesson in the course
- Offering something of value (a free report) in exchange for their email
- Offer discounts from your cause marketing partners (fans would opt-in to their lists)