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The owners of business pages will be able to send out emails about their brands directly from Facebook

Facebook says it’s testing a new feature in the Pages section that will allow business owners to send emails to their customers. A couple of users from the US and Australia noticed the new tool on their Facebook pages, and the company confirmed the news, says Adweek.

“We’re testing new email marketing tools with a small number of businesses to help them more efficiently notify their customers of changes to their services and operations. We’re evaluating whether these tools are beneficial for people and businesses before deciding whether to expand it further,” a spokesperson for Facebook said.

Media found out how the new feature works thanks to the screenshots previously made by one of the business owners. According to Social Media Today reporter Andrew Hutchinson, it looks like a CRM system.

Before starting an email campaign, the owner has to confirm the Page email address. After that, they can manually add emails of their customers to the system. Business owners won’t be able to use addresses that the users have listed on their Facebook pages. Facebook will also require confirmation that every one of the customers permitted to send them emails.

The new tool is aimed at small or middle-sized businesses “that are not as familiar with email marketing,” says Andrew Hutchinson. With this email marketing feature, they will be able to broaden their audience. Also, the businesses will be able to use their contact list to create Custom Audiences and look for users with similar habits and interests.

WeRSM reports that this CRM can make Facebook very influential in email marketing since it owns lots of personal data to benefit targeting. For instance, Facebook can tell when it’s better to contact a particular person based on their time zone.