Last month, Facebook revealed their newest offering: Facebook Messages. This announcement has been causing quite the stir, and has left marketers wondering – where do we go from here?
Just like the new priority inbox systems we’ve seen developed this year, Facebook Messages will give consumers complete control over what ends up in their inboxes based on their priorities and preferences. Here are the three main features of Facebook Messages, and what they mean for you as a marketer:
Seamless Messaging
What it’s all about
Not everyone likes email – we know that. But not everyone likes text messages, or phone calls, or instant messages. Everyone has their own preference, and sometimes it’s hard to remember who prefers which type of communication. Facebook Messages will now do this for you. You choose the person, and they’ll send the message to the recipient in the channel they want it in. Messages is not email, but a conversation tool. Email addresses with @facebook.com will be available to people who want them, but they are not required.
What this means for you
Don’t worry – email is not dead (phew!), but you may need to be more flexible. Increasing the types of channels in which you communicate with your subscribers is not just optional, but required. Create mobile-friendly emails and ask subscribers for permission to contact via SMS messaging. Online messaging has evolved over the years, and it will continue to do so.
Conversation History
What it’s all about
This one is pretty straightforward. Whether the messages exchanged between two people are via email, SMS, or chat, they will all be bundled together in one place. Every conversation between you and a friend can instantly be viewed with the conversation history feature.
What this means for you
Pay attention to your frequency. It might be a good idea to survey your subscribers now, before these changes occur, to see how often they like to be contacted. Once they see your messages piling up in their Facebook Messages inbox, will they want to remain on your email list?
Social Inbox
What it’s all about
This is where the “priority” messages come into play. Your Facebook Messages inbox will not include things like bills, bank statements, and impersonal marketing messages – those will go into the “Other” folder. Messages from friends, family, and those you have a Facebook relationship with – they’ll be right in your inbox. You can easily mark items placed into the “other” folder as important, and from then on they’ll be in your inbox, but it is a manual move.
What this means for you
Personal, meaning conversations are the only way to secure your emails a spot in consumer inboxes. Connect with your subscribers on Facebook (and other social sites, too, to strengthen your bond), and include “like” buttons on your emails. Segment your emails to ensure relevancy. Relevancy is now more important than ever!
These changes aren’t going to happen overnight, but eventually flexibility, frequency, and relevancy are going to be three very important things to keep in mind when contacting your @facebook.com subscribers. The sooner you implement smart email marketing strategies, the sooner your subscribers will take notice and thank you!
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