Jack Daniel’s idea of matching a database of user emails to their based of social fans is clever (as reported in The Drum). It allows them to concentrate on serving ads at known customers whilst offering content to fans who have not given an email address.
But why bother paying to advertise to people when you already have permission to email them for free?
Imagine the potential though, when they are able to match this database onto mobile, where messing can be sensitive to location, time and weather. Then a clever but strange decision to link email to paid ads on Facebook could look like a very clever first step.