B2B marketers using Facebook’s custom audiences to match their email lists to Facebook often report a 20 to 30 percent average match rate. B2C companies typically report 70 to 80 percent, which says most of their audience is targetable on Facebook.
Users typically don’t associate their work email with their Facebook account, so a 20 to 30 percent match rate is normal for B2B.
Kinvey, a mobile back-end cloud service, gave us a peek into their match rates.
The three indie developer lists match at approximately 40 percent. These small developers are often using their gmail or personal email accounts. Likewise, the 6 to 29 percent match rates on enterprise clients is as expected.
Joe Chernov is the VP of marketing at Kinvey, who offered the following theory:
Readers, have you uploaded your email lists to Facebook to see how many of them you can reach on Facebook? If so, how many of these who match are also fans or friends of fans?
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