How to Send “Like Us” Emails

Wednesday, 18 May 2011

Should you send email about “liking” your Facebook Page? Or should all email links be directed to your website? It’s a common question, and a good one. You need to balance the clear bottom line (driving sales or leads on your site) versus social media buzz. But that’s not to say the two are mutually exclusive. You can deliver results with social media and demonstrate ROI. You’ve just gotta be smart.

Driving people to your Facebook Page doesn’t have to be a dead end. Your email strategy should vary between your site and your Facebook (or Twitter) Page. And that’s where your content comes in. Make your emails work harder than just “like us on Facebook.” That gets old after an email or two. Tell people why they should like you. Special discounts? A new promotion? Give them a reason to click, even if they already like you.

How often you should send emails varies. Some brands do it every day. Others only once a week or once a month. Test what works for your brand. But keep Facebook calls to action in the mix. Facebook fans are more likely to buy your stuff. And they’re also more likely to spend a little extra. These are your biggest brand enthusiasts. (They’re raising their hands to see your updates alongside those of your friends.) Remind them that you’re there.

I get a lot of email. (Mostly about shopping, as you can see from these examples.) Take a look at what these brands are doing and learn from their good ideas, as well as their misses.

J. Crew

Subject: Love J.Crew? We love you too.
The subject line is nice, and reminds you of Facebook in many ways, but it says love instead of like and doesn’t mention the social network explicitly. It could be more direct. The email, however, is simple and to the point. “Like us and you’ll get a special offer.” It doesn’t crowd the email with any other messaging.

Rue La La

Subject: Like us on Facebook. Vote for style.
Subject: Vote For Style: A Boutique Curated By Facebook Fans
This campaign starts with a straightforward call to like them, but it’s also got a somewhat mysterious call to action. The email pays it off by explaining that you need to like the Facebook Page and then pick your favorite fashions to be in an upcoming sale. A few weeks later, the campaign pays off with a second email that uses the same wording as before and again mentions Facebook specifically.

Beyond the Rack

Subject: Like Us on Facebook and Win!
Subject: Like Cupcakes? Then Like Us to Win DC Cupcakes!

The first (and slightly older) subject line is a little bland, but to the point. The newer one is a little more interesting and engaging. It hints at Facebook without mentioning it by using the word like. And the cupcakes are a more enticing reason than “just because.” The email itself is also less cluttered. Their email marketing strategy seems to have evolved to a better, more effective place. (At least when it comes to Facebook.)

American Eagle

Subject: 20% Off Just For Facebook Fans + Free Shipping
This subject line mentions Facebook and spells out the offer for fans, but it doesn’t seem special. Both the subject line and the email message itself look like any other sale or special. The Facebook plug feels more like an after thought than an integrated promotion.


Subject: Take your Fab 5 on an Expedia FriendTrip worth $160,000
This subject line has a great hook, but there’s no mention of Facebook. However, once you open the email the Facebook branding and tie-in is still subtle, but the heart of the promotion is very much tied to the way Facebook works and the friendships you have, so it feels like a natural fit.

T.J. Maxx

Subject: See how you can win a $1000 T.J.MAXX GIFT CARD!
Besides the abuse of caps lock, this subject doesn’t make any mention of Facebook. And “see how you could win” may be one of my least favorite hooks. Once you start reading the email, Facebook’s still not apparent. The email is lengthy and unorganized. And the Facebook messaging (as well as subject line payoff) is buried below the fold.

It’s not a roadmap, but there are lots of great ideas and examples here that you can use to inspire your social email strategy. Have you used email to drive to Facebook? Share your experiences in the comments below.


  • Great tips and advice! Most of my clients are B2B and just getting in on the social media craze, I wonder if some of these can be modified to work he B2B crowd, any tips for that?

    Comment by Rebecca — May 26, 2011 @ 3:17 pm
  • Hey Rebecca, great question! For B2B, try offering a free trial, ebook or whitepaper.

    Comment by Alison — May 27, 2011 @ 10:18 am
  • Any tips for a non-profit, specifically a school within a University? We have nothing to sell, no discounts to offer…

    Comment by Connease — June 2, 2011 @ 5:01 pm
  • You’re right. A good mix of both website and Facebook is the right way to do it.

    Comment by Guy Manningham — May 31, 2012 @ 3:13 pm
  • How about for B-to-B companies? Most of my clients (companies) have Facebook pages. But in a B-to-B situation clients are less likely to think about Facebook. Do you have any good suggestions for B-to-B marketers like me to encourage “Likes”?

    Comment by Casey Hart — March 14, 2013 @ 3:25 pm

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