What Facebook Messages Means for Email Marketers
As most of you know by now, earlier this week Facebook unveiled a messaging service called Messages, which combines traditional email, instant messaging and cellphone text messages into one system, routing messages to whichever service is best for each individual. Facebook Messages is also designed to draw more of users’ time to the social networking site in an effort to build up appeal to advertisers. The new platform is expected to roll out slowly over the next few months.
But what does this all mean for email marketers? For starters, the new Facebook messaging system prioritizes messages based on friend relationships.
"So a brand that's "Liked" will have better placement in users’ ‘Other Messages’ folder," says David Daniels, CEO of The Relevancy Group, a Spring Lake, N.J.-based email and digital marketing consultancy. "As a result, brands will have to move fast to build Facebook fan pages and recruit fans."
But the bigger implication, Daniels says, is that consumers will likely switch their email addresses to Facebook.com. As a result, "marketers will have to look at and segment subscribers by behavior to understand which addresses might be churning," he says.
Marketers should also make it easy for consumers to change their email addresses. "Be sure to include links in email creative that remind consumers to update or change their email addresses," Daniels advises. "Also, enable your subscribers to change or update their email addresses in their preference centers."
(For more of Daniels’ thoughts on Facebook Messages, check out his blog.)
Other email experts weighed in on what Facebook Messages means for the industry as a whole. Elie Ashery, co-founder and CEO of Gold Lasso, a multichannel marketing technologies provider, says the announcement is proof to the longevity of email.
“Email isn't going away, and marketing is going to be more integrated than ever as a result of this announcement,” he says, offering the following three predictions: