The Value of Facebook Fans Versus Email Subscribers

Every business should understand the differences between their fans on Facebook and their email subscribers. Which is best? Do you need to have both, or will one be sufficient? Businesses have many questions regarding the best way to promote their products and services in this era of Internet technology.

Most research concludes that email subscribers are the largest group of purchasers. When you consider that research also shows between 40% and 50% of Facebook fans become email subscribers, their significance becomes obvious. Marketing techniques are always evolving, and an approach that includes more than one venue for your business is the safest method to follow.

According to an October 2011 statement from Nielsen Online, participation in social media and blogs reached “nearly 80 percent of active U.S. Internet users, and represents the majority of Americans’ time online.” This is important information for businesses. Adapting marketing practices to current consumer behavior, provides a significant advantage over competitors who are less progressive.

There are a number of research reports that show email marketing successes are also on the rise. Forrester Research claims spending on email marketing will reach $2 billion in less than three years.

Considering that research points to each marketing method having a high rate of success, indications suggest businesses should take advantage of the beneficial aspects of both markets. Don’t focus on only one group. Increase your business recognition by effectively reaching your Facebook fans and your email subscribers. They are both valuable, and neither should be neglected.

But what’s the value of a single email subscriber? Obviously it depends on your business.  Stan Rapp has estimated $118, Epsilonat $23.  The good news is that it can be easily calculated. The simplest way to do it is dividing your email revenue by the average number of your email suscribers.

This cannot be applied to the Facebook fans.
In fact, the value of a Facebook fan cannot be easily determined. At least, not with the same metrics used to measure the success of email marketing campaigns. Recent case studies showed very different numbers ranging from  $137 to $3.60 annually, others simply claim that it is rather impossible to find an absolute value.

In both cases, it is the level of engagement you have with your subscribers/fans that makes the difference. You could have 1 million of email subscribers or fans but if you do not provide relevant content and do not interact with them, their value may be extremely low. Or even zero.