Update (6/27/17): This post contains information about features and workflows that are no longer available within the MailChimp application. To learn more about integrating with Facebook, visit our Knowledge Base.
Email marketing can be a one way conversation sometimes. It doesn’t have to be that way.
For example, whenever I send our MailChimp newsletters, I usually get a couple dozen replies and I reply back to every single one of them. Sometimes, the conversation gets really interesting and it’s a shame that all our subscribers can’t join in.
So in our upcoming v5.3 upgrade, we’re adding Facebook Comments functionality to MailChimp campaigns. This way, you can keep the conversation going with your subscribers after you’ve hit the send button.
Here’s how it works…
In your campaign setup screen, make sure you check "allow comments:"
Then, just insert our new Facebook Comments merge tag into your campaign like this:
When your subscribers get your newsletter, it looks like this…
And when they click the comments button, we take them to your campaign archive page with the Facebook comments window open:
From here, your subscribers can log in to Facebook and comment.
What’s nice is the checkbox option to post their comment to their Facebook profile:
which is an excellent way for them to spread the word about your newsletter to the friends in their network.
They can also see comments from other subscribers within this window, and if they want, comment to each other:
As people comment on your newsletter, you’ll receive email notifications from MailChimp.
Wouldn’t it be cool if we could track all those comments inside MailChimp? Boosh. Open up your campaign’s social stats in MailChimp, scroll down to the Facebook stats section, and you’ll see all comments about your campaign:
The nerds in the lab also wanted to tinker with sentiment analysis, so you’ll see little frowny or smiley icons next to each comment, plus the overall sentiment. Note that if you don’t like a comment, you can delete it from this screen, and your other subscribers won’t see it on your campaign archive.
If you want, you can try sending a campaign with the comments merge tag only to your recipients who are on Facebook. Just use our Social Pro add-on like this:
Or, you could create a small "round table" of your highly engaged customers. Just build a segment using our influence, engagement, and social criteria:
Turn your newsletters into conversation starters
If you’ve ever ended your newsletters with a request for feedback, like "Let me know what you think" or "what do you guys recommend for…" you’ll love this feature. Your subscribers can share their expertise and opinion with the rest of your community, instead of just your inbox. It’s also a great way to answer common questions. How many times have you sent an email to people, and had to reply back with the same answer over and over to a bunch of recipients? I’ve received great questions from customers, and knew that others on my list would benefit from the answer too. By adding Facebook comments to your emails, hitting the "send" button doesn’t mean the discussion is over. For your community, it’s just beginning.
Facebook comments, along with MailChimp Faces, are coming to MailChimp when we launch v5.3 in just a few days.