I joined this Facebook group called i wrk @ an ad agency. There’s more than 1,000 members, and all of the founders of the group are with some of the hottest agencies in the country. I recently received an email from the group announcing the launch of a new agency website: “Bernstein-Rein.com.”

When I received the email, I checked out the website immediately. (BTW, I’m impressed).

But I’m more impressed with their marketing strategy to use Facebook. Over 1,000 pre-qualified people, who work at agencies and are members of this group, received the Facebook email. And I would assume that the open rate of an email from Facebook is much higher than the open rate of regular email.

I wonder if Bernstein-Rein.com paid for this email blast.  If so, it’s worth noting that Facebook wasn’t directly paid for this. If Bernstein-Rein wanted to reach agency talent in a more conventional way, through direct mail or advertising for example, they would have spent $10,000s. And even then they might not have reached agency talent this targeted.