Email Marketing to Acquire High Quality Facebook Fans
The ability to gate the coupon disappeared when Facebook eliminated custom landing pages. It is technically impossible to require someone to like the page before receiving the coupon. This means that the coupon is available to anyone who visits the page and explains why more coupons were claimed than fans acquired.
If an email increases fans and sales, it is successful even when the two aren't codependent. The loss of the custom landing page requires good communication on how to access the coupon. Clicking the link in the email takes the recipient to Belk's Facebook timeline. Scrolling down is required to see the offer. Obviously people are finding it because thousands have claimed the coupon. The unanswered question is how many more would have been claimed if the offer were more obvious?
What if the Belk Rewards tab was temporarily replaced with a 20 percent off offer so it appeared above the fold?
The functionality of the Belk coupon promotion is provided by Facebook. When someone clicks "Get Offer" an email is sent with the offer code. Whether you choose to use Facebook's advertising products or do it yourself, here are some tips for making it successful:
- Follow the best practices used in the example email.
- Tell people how to claim to coupon in the email.
- Put information about the promotion above the fold so people see it when they land on the page.
- Include the expiration date on the Facebook post to increase the sense of urgency.
- Test different strategies and measure everything.
Measuring the results for fan acquisition is a challenge because there is limited data available. Email metrics are much easier to acquire. If you have good benchmarks you can gather enough information to gain insight to the results from fans and Facebook activity.