Advertising to Reach Opted-In Facebook Fans as Efficient As Email to House List?

Facebook has provoked the ire of some marketers by altering its algorithm so that a much smaller percentage of a brand's fans are now seeing the brand's content. Facebook instead encourages brands to use Sponsored Posts to reach a higher percentage of its fan base, a practice which costs less on average than the expense of mailing to an opted-in email list.

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