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Category: E-mail Marketing

Capturing leads is an essential step in the overall marketing and selling process. When marketing online, this step is usually accomplished by directing users to landing pages, which provide various types of promises and offers to entice users to provide their E-mail IDs. When marketing on Facebook, one of the methods that online marketers use is to direct Facebook users away from Facebook to an external landing page.

Facebook, however, has made this process through the availability of Leads Ads, which has made this process simple by letting users stay within Facebook and to sign-up for various offers provided by online marketers. The way this works is that a Facebook users on seeing an Ad, clicks on the Ad and is presented with a form that is pre-populated with the user’s information such as E-mail, name, etc. If the user wants to continue with providing her or her information, they simply click submit and the information is submitted to the marketers.

Using Facebook Leads Ads has many advantages over the traditional landing page method. First, it reduces the number of clicks and typing that the user has to engage in to provide their information to the marketer. Second, the user gets to stay within Facebook and not leave to an external site that he or she may not completely trust. Third, as most social media and Facebook activity is on mobile phones, the user doesn’t have to type in to fill the small form on their mobile devices to provide their information. This is because Facebook fills in the required fields for the Facebook user from the information that is already available to them of the user.

Some of the cons of this approach are that the marketer has to manually download all the E-mails and upload them in their E-mail marketing systems to make them part of the auto follow-up systems. However, some external apps are already providing some of these integrations and one can expect Facebook to fill this gap within a short time. (Get Facebook marketing training online)

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This post provides the basics of Email marketing and its relationship to digital and online marketing.

E-mail marketing has been in existence since the dawn of digital marketing and that is because E-mail communications continues to dominate the Internet and online world. It would be safe to say that almost every person who is an online user has a minimum of one E-mail address that he or she uses for communicating with others. For most, E-mail continues to be be the primary platform to communicate with others. It’s for this reason that capturing digital leads is mostly about capturing users’ E-mails. These E-mails then become the basis for following up with the leads by pushing content, establishing an ongoing relationship, offer them promotions, and so on.

Some of the features of E-mail marketing systems include the following:

Auto Follow-up

This allows marketers to setup E-mail messages that automatically follow-up with users and prospects by providing them useful content and to use that as a basis to start and establish an online relationship. E-mail marketing systems allow the setup of numerous follow-up messages using a set of business rules.

Creation of lists by audiences

E-mail marketing systems allow grouping of various digital audiences in various lists thus allowing marketers to establish different follow-up rules for each of the lists that contains audiences of unique preferences and behaviors.

Availability of different E-mail Templates

The E-mail marketing systems provide various types of templates to businesses allowing them to reach different types of audiences. These templates are based on various industry types such as retail, banking, etc. and also provide various themes depending on the type of E-mail communications that an organization wishes to have with its users and the marketers overall online marketing goals.

Managing E-mail Subscribers

The E-mail marketing systems allow online marketers to manage their subscribers. This allows importing new subscribers that marketers may have gathered from elsewhere, deleting subscribers that they feel are no longer responsive to an organization’s marketing messages, further segmenting users based on certain criteria (e.g. location, engagement behavior), etc.

Email Sign-up Forms

E-mail marketing systems provide various types of E-mail sign-up forms that marketers can insert in various web pages of their websites. Each sign-up form can then be associated with a specific list.

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