{"id":11295,"date":"2011-08-09T21:35:33","date_gmt":"2011-08-09T21:35:33","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/tw\/blog\/integrate-email-marketing-with-facebook-messages-and-communication\/"},"modified":"2020-10-29T13:59:44","modified_gmt":"2020-10-29T13:59:44","slug":"integrate-email-marketing-with-facebook-messages-and-communication","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/tw\/blog\/integrate-email-marketing-with-facebook-messages-and-communication\/","title":{"rendered":"\u96fb\u5b50\u90f5\u4ef6\u884c\u92b7\u8207Facebook\u8a0a\u606f\u4ecb\u9762\u7684\u4e92\u52d5\u6574\u5408"},"content":{"rendered":"

Facebook brought us a lot of new stuff this year, most of it very interesting, to say the least. This includes the new \u201cMessages,\u201d the company\u2019s much anticipated seamless messaging platform. Facebook\u2019s new and improved messaging product combines email, text and chat into a single facility, providing a convenient way for users to do all their communicating from a centralized platform. The email marketing<\/a> community has been waiting on this one for a while, so let\u2019s take a look at the possibilities of integration and the challenges that come along with.<\/p>\n

Getting Noticed in a Unified Inbox<\/h4>\n

First and foremost, it is important for email marketers to understand that Facebook Messages was not designed to be another Gmail or Yahoo Mail. It was meant to be a unified inbox that keeps users doing all their communicating within the network. Smart, huh? Although Facebook\u2019s sleek new system aims to be a breath of fresh air for its uses, it presents some hurdles for email marketers on the outside trying to get in.<\/p>\n

With the new messaging system, users have the ability to configure privacy settings that determine just who can email them. For example, they can choose to receive email from \u201cFriends\u201d or \u201cFriends of Friends.\u201d Should the user select these particular settings, any messages Facebook determines not sent by a friend or friend of a friend will result in a bounce. By default, the system filters email so users see messages from their friends first. Everything else, such as bulk email and spam, is sent to a lonely folder titled \u201cOther.\u201d Unless you have connected with the subscriber on Facebook and at least established a \u201cfriendship,\u201d this is probably where your message will end up.<\/p>\n

HTML vs. Plaintext<\/h4>\n

When a Facebook user does open your message, they will be viewing it in plaintext, which just happens to be the default option. They can see it in HTML by simply clicking the \u201cExpand\u201d link, but this doesn\u2019t necessarily solve our problem. While having a plaintext email enables your message to be viewed regardless, it prevents you from being able to track activity. HTML enables your message to be tracked, but could result in presentation issues if the user doesn\u2019t click the Expand link. As you can see, having two versions of your message is more important than ever here.<\/p>\n

Potential Subject Line Issue<\/h4>\n

Facebook Messages also has some other issues that could present problems for email marketers. The most notable would be the decreased emphasis on the email subject line<\/a>. Since the new messaging system is all about giving users a snapshot of their ongoing conversations, Facebook felt subject lines were less important and axed them from the experience. If you are sending from your email software, your subject lines will appear in bold as the first line of your message, meaning you need to make them as catchy as ever and maintain consistency with your From name. For this reason, it may be wise to treat your subject line like a call to action.<\/p>\n

There is no guarantee that Facebook Messages will take off, so at this point the smartest thing would probably be to base your social media integration<\/a> strategy on the growth of your list. If you notice it being populated with more @facebook.com addresses, you should work on creating a plan for this new audience. If not, you might be better off sticking with your current social marketing strategy.<\/p>\n","protected":false},"excerpt":{"rendered":"

Facebook brought us a lot of new stuff this year, most of it very interesting, to say the least. This includes the new \u201cMessages,\u201d the company\u2019s much anticipated seamless messaging platform. Facebook\u2019s new and improved messaging product combines email, text and chat into a single facility, providing a convenient way for users to do all…<\/p>\n","protected":false},"author":97,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2186],"tags":[],"class_list":["post-11295","post","type-post","status-publish","format-standard","hentry","category-2186"],"yoast_head":"\n\u96fb\u5b50\u90f5\u4ef6\u884c\u92b7\u8207Facebook\u8a0a\u606f\u4ecb\u9762\u7684\u4e92\u52d5\u6574\u5408 - Benchmark Email<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.benchmarkemail.com\/tw\/blog\/integrate-email-marketing-with-facebook-messages-and-communication\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u96fb\u5b50\u90f5\u4ef6\u884c\u92b7\u8207Facebook\u8a0a\u606f\u4ecb\u9762\u7684\u4e92\u52d5\u6574\u5408 - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"Facebook brought us a lot of new stuff this year, most of it very interesting, to say the least. 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