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Here's a quick post for you (I know many of my recent posts have been pretty long).
If you have an email database of your customers and prospects and you are using Facebook advertising to promote your page or posts, there's absolutely no reason why you shouldn't be advertising directly to your database. While I don't recommend jumping in headfirst, you should be jumping in nonetheless.
It's easy. It's almost too easy. This is where, as I've posted in the past, you have to be measured and strategic with your advertising. If you advertise the wrong content or with the wrong message, you can actually do more damage than good. The last thing you need is a high percentage of users who are seeing your Facebook ads to block or report your posts as spam.
Remember, it doesn't have to be true spam for users to report it. People take their Facebook news feed seriously. If they don't want to see your posts, they'll block you. This prevents others from seeing your posts as well, which means that you quickly start to get a much lower effect for the same amount of money.
Facebook is an excellent venue to generate retargeting, to garner foot traffic through offers and events, and to gain exposure. Your email list is powerful, but it's simply not as effective today as it once was to use it directly for emails. They get blocked. They go unopened. You can reapply their usefulness to Facebook if you do it the right way.
Feel free to reach out if you have any questions.