In order to convert Facebook fans into email subscribers, Crocs’ email messages are where the discounts and deals are. For example, one promotion offers the brand's Facebook fans that sign up for its email program a 20 percent off welcome offer. Thanks to DEG, a tab called "Facebook Collect" was created just for Crocs.
"Other retailers include links to their homepage to sign up for email, so the Facebook user has to click away from Facebook to actually sign up, which is a barrier to entry," says Theis. "The beauty of the [Collect] tab is that it lives right on the Facebook page, so as consumers and customers are cruising through Crocs’ Facebook page they come across this tab and they can sign up for email right there instead of being directed to an outside page."
There's also a tab on Crocs’ Facebook page called "Hi," where the company asks its fans to sign up for email communications. If consumers have questions about a particular product or style, the social media team responds in a timely manner and directs them to email communications for further information.
So far the results have been pretty good. On a weekly basis, nearly 12 percent of Crocs’ new email subscribers are coming from Facebook. Since the launch of the campaign in September 2010, Crocs’ Facebook fan base has grown from 123,000 to 344,693 and the retailer's email subscriber list has grown from 1.5 million to 2.2 million. Sales figures are currently unavailable but Stow assures, "With the integration of ‘Facebook Collect,’ our email metrics have increased and, in turn, our email conversions have grown."
Based on the success of this campaign, Crocs’ future plans include launching a storefront on Facebook, but the company is just in the beginning phases of that process.