Facebook is testing a suite of tools that will enable you to send marketing emails from its platform.
All you have to do is upload your contact list and compose an email with a user-friendly UI. Facebook will distribute emails and provide analytics.
Let’s take a look at what we know about the new feature.
Facebook Email Marketing Tool Spotted and Reported
Social media marketer Meg Coffey spotted the feature and shared some screenshots on Twitter.
“Have you seen this new feature where we can now send emails directly from Facebook?” she tweeted. “This is definitely new to me and only available on one account so far.”
Based on the screenshots she shared, it looks like people who have access to the new feature will see a notification on the left-hand sidebar.
So if you haven’t seen that notification, then you probably don’t have access.
Using Facebook Email Marketing
If you do have access, you’ll see a Marketing Emails tab. When you click on that you’ll see a notice to confirm your email address.
Here’s how it reads: “Reconnect with your email subscribers using marketing emails. Select your audience, customize your design, and track performance all in one place. Confirm your Page’s email address to get started.”
Once you go through the confirmation process, you’ll see a green checkmark. Then, you have two options:
If this is your first rodeo with Facebook email marketing, you’ll need to start by adding contacts. You can do that by entering the email addresses one by one or by uploading them from a spreadsheet.
As is the case with many email marketing solutions, you’ll need to confirm that you have permission to send promotional emails to the people in your contact list. You’ll also need to promise to remove contacts who opt-out of receiving future emails.
Does Facebook have a feature that allows your recipients to automatically unsubscribe? That’s unclear at this time.
Based on the screenshots, it looks like you can also segment your lists. That’s a great feature if you’re interested in targeting only people who belong to a subset of your market.
When it comes to composing the email, Facebook gives you the option of entering preview text. use that feature as clickbait to convince people to open your email.
Facebook Confirms Testing the Tool
Lest you think that the news reported by Ms. Coffey is greatly exaggerated, Facebook confirmed to Adweek that the company is, in fact, testing the email marketing feature. Here’s the full statement:
We’re testing new email marketing tools with a small number of businesses to help them more efficiently notify their customers of changes to their services and operations.
We’re evaluating whether these tools are beneficial for people and businesses before deciding whether to expand it further.
So if you’re one of the lucky few chosen to test the email marketing service, be sure to give Facebook your honest feedback. If you like what you see, Facebook might make the feature available to other SMBs.
The End of AWeber?
If Facebook email marketing takes off, will that be the end of tools like MailChimp, AWeber, and GetResponse? Probably not.
Those solutions include a rich feature set that Facebook won’t likely duplicate any time soon.
However, cash-strapped small businesses might start out with Facebook email marketing because they can’t afford one of the more expensive options. When that happens, they could end up just sticking with it as they grow.
So there’s some long-term risk for the other companies here.
Wrapping It Up
Like many other popular platforms, Facebook is aiming to become an “all in one” solution. It’s already built an ecommerce platform, so why not move forward with email marketing as well?
As of now, though, Facebook is just testing the new feature. Time will tell if it sticks around.