Harnessing Social Media and Mobile Marketing for Email Campaigns
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Harnessing Social Media and Mobile Marketing for Email Campaigns

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Industry analyst David Daniels from The Relevancy Group discusses the latest trends and tactics to harness social and mobile marketing for your email marketing....

Industry analyst David Daniels from The Relevancy Group discusses the latest trends and tactics to harness social and mobile marketing for your email marketing.

* How changes in communication behaviors and the rising popularity of Facebook messages impact marketing strategies
* The demographics that are using mobile and social messaging.
* Tactics to consolidate measurement across channels in order to fully understand and improve subscribers' total engagement
* Content tactics to empower sharing, make story lines more compelling and ensure that messages render appropriately on a variety of devices

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Harnessing Social Media and Mobile Marketing for Email Campaigns Harnessing Social Media and Mobile Marketing for Email Campaigns Presentation Transcript

  • Welcome to Alterian Webinar Attendees Harnessing Social Media And Mobile Marketing for Email Campaigns Featuring: David Daniels, CEO, The Relevancy Group Copyright © 2011 The Relevancy Group, LLC. All Rights Reserved.
  • Harnessing Social Media And Mobile Marketing For Email CampaignsDavid Daniels, CEO The Relevancy Group Follow David on Twitter @emaildaniels Copyright © 2011 The Relevancy Group, LLC. All Rights Reserved.
  • Agenda How is consumer messaging behavior changing and what are the implications? What impact will convergent messaging and The Social Inbox have on marketers? Which four tactics are necessary to connect Social Media and Mobile Marketing to email strategies? How will marketing measurement change? How does content play a roll in driving social influence? Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • We’ve Become A Multi-Tasking Society Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Multi-Tasking Is Not New BehaviorHairdryerNot aniPad An Actual ConversationBaby Manicure Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Super Bowl XLV: Chevy Cruze, Real-time Facebook Updates “The all new Chevy Cruze with real-time Facebook updates, when the good news just can’t wait” Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Super Bowl XLV: Chevy Cruze, Real-time Facebook Updates “The all new Chevy Cruze with real-time Facebook updates, whenattention dedicated to driving doesnt seem so important” Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Fine Tuning Preferences Will Further DriveConsumer Expectations & Alter Communication Patterns Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Email Remains A Key Part of Our Daily Dialog and Drives Message Convergence Email is our digital fingerprint, required to participate in online activities 93% of consumers user email every day (Source- The Relevancy Group, “The Social Inbox”, 1/11) Today message convergence is driven by devices and not organizational sophistication Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Email Usage Remains A Persistent Daily Activity For US Consumers Frequency of Checking Primary Personal Email Account 1% 6% Hourly or more 13% frequently Multiple times per day 27% Daily Multiple times per week 53% Monthly, Multiple times per month Question Asked: How often do you check your primary personal email account? (select one) Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online Consumers Ages 13+ Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Mobile Email Usage Soars Particularly Among Younger Consumers Mobile Email Adoption By Age 100%Percentage of Consumers 80% 66% 60% 54% 52% 50% Yes 40% 41% 37% No 26% 20% 14% 11% 0% Age 13- 19- 27- 33- 39- 46- 54- 61- 71+ Groups 18 26 32 38 45 53 60 70 Question Asked: Do you currently access one or more of your personal email accounts on a mobile device, such as a cell phone or smart phone? (select one) Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online Consumers Ages 13+ Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • We’ve Become A Short Burst Society 50% skip commercials 550 million of us place short status updates on our Facebook profile; 50% do so every day 350 million Facebook Messages users 175 million use Twitter; 95 million tweets each day 72% of U.S. consumers have SMS plans, 203 million consumers Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Few Consumers See The Convergent Inbox As A Desirable Feature To Switch Accounts Reasons For Switching Email Accounts Fewer viruses and scams 45% Less Spam 43% Improved security and data privacy 41% Faster speed and performance 39% Better email composition tool 22%Universal inbox for all msg types (e.g. SMS, IM, Email) 18% Enhanced Inbox Features Switch Improved mobile access to email account 17% Fewer Consumers An improved address book 15% Improved features (e.g. msgs sorted by relevance) 13%Integration to apps (e.g. word processor, spreadsheet) 11% None of these 26% 0% 10% 20% 30% 40% 50% Percentage of Consumers Using Email Question Asked: Why would you switch your primary personal email account to another webmail provider? (select all) 3% selected “Other” Note: msg and msgs = message(s), apps=applications Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online Consumers Ages 13+ Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Desire for Facebook Email Address Swells to Nearly 50% of Online Consumers Consumer Desire To Switch To Facebook Email None, I wouldnt use Facebooks 58% email inbox Id create a new Facebook email Marketers Take Note! 20% account, wouldnt switch account Nearly 50% of US Consumers will Switch Id switch my secondary personal or Create an 12% email account to Facebook @Facebook EmailId switch my primary personal email Account, Creating Far 9% Reaching Engagement account to Facebook and Economic Id switch my tertiary or other Implications for 5% Marketers and ESPs.personal email account to Facebook 0% 30% 60% Percentage of Consumers Using Email Question Asked: Which of the following personal email addresses would you switch to Facebooks email offering? (select all) Note: ESPs=Email Service Providers, Multiple selections allowed Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online Consumers Ages 13+ Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Email Switching Behavior Requires Marketers To Acquire Addresses In A Connected Cross Channel Manner Email Opt-in Behavior By Age And Channel 80%Percentage of Consumers Opted into to email updates from a site visited 60% 59% 58% Provided email address to a 50% 46% 46% merchant at offline store 40% 44% 41% 39% check-out 37% 35% 34% Opted into email updates but 28% did so using my mobile phone 20% 21% 17% 19% 11% 11% Added an email marketers 5% 5% 1% address to my address book 0% 3% Signed up to get online Age banking statements/alerts Groups Question Asked: Which of the following have you done in the last six months? (select all) Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online Consumers Ages 13+ Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Typical Silo‟d Enterprises Will Fail Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Connected Marketing Drives Greater Effectiveness and Efficiency Change Management Services Expertise Email Marketing Search SocialMarketing that is Marketing Marketing Marketing is drivenintegrated across by a coordinatedchannels in a customer centricmanner that organization whereleverages Mobile Data & Content success is Management Marketing Content measured by theaddressable & Productioncustomer, value of thesubscriber or customerprospect data experience Integration Analytics & Process Reporting Management Attribution Relevant Subscriber Segments & Testing Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Connected Marketing Framework1. Become a master of organizational change2. Institutionalize testing and reveal in interactivity3. Reconstruct and create new measures of success4. Let relevance guide every customer interaction Copyright © 2011 The Relevancy Group, LLC All Rights Reserved – CMF4.ccom
  • Apply The Framework To Optimize Social, Mobile and Email Connections1. Make someone a champion and align goals2. Consolidate measurement, listen & analyze impact & influence3. Integrate across a connected platform4. Be a story teller, make the content compelling & sharing easy & universal Copyright © 2011 The Relevancy Group, LLC All Rights Reserved – CMF4.ccom
  • Apply The Framework To Optimize Social, Mobile and Email Connections1. Make someone a champion and align goals2. Consolidate measurement, listen & analyze impact & influence3. Integrate across a connected platform4. Be a story teller, make the content compelling & sharing easy & universal Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Email Marketers Face Many Challenges Top 2010 Email Marketer Challenges Subscriber/list churn 32% Managing email frequency 31% Email deliverability 30% Analyzing campaign results 30% Knowing how to optimize our… 29% Declining response rates 25% Adequate staffing resources 24% Automating successful campaigns 23% Lack of integrated customer data 22% Adequate experienced staff 20% 0% 10% 20% 30% 40% Question: What are your greatest challenges when conducting email marketing? (select all) Source: The Relevancy Group n=674 4/10 (US 486, UK 188, Retail 181, Media 197, Travel 296) Selected responses Copyright © 2011 The Relevancy Group, LLC All Rights Reserved – CMF4.ccom
  • Find A Champion And Align Goals Copyright © 2011 The Relevancy Group, LLC All Rights Reserved – CMF4.ccom
  • Goal = Get More Email Subscribers1. Appoint the Czar of list growth, merit them on this key performance indicator if …2. The call center is on board to ask for and confirm email addresses. Individual incentives work.3. The retail stores are on board to present the email address question to their queue. A nickel an email?4. Leverage mobile. Short codes to opt into email programs … txt 45678 w/ email@.com to subscribe Copyright © 2011 The Relevancy Group, LLC All Rights Reserved – CMF4.ccom
  • Email Marketers Your ROI Currency Is The Worth of Your SubscribersDetermine the value ofyour email subscribers• Simple calculation, at least worth your expense to acquire them• Complex calculation, on average at least $118.00 Source: “Email Marketing An Hour A Day” - http://emailmarketinganhouraday.com/sample.htm „ValueofEmailAdress.xls‟ Copyright © 2011 The Relevancy Group, LLC and Daniels/Mullen All Rights Reserved
  • Apply The Framework To Optimize Social, Mobile and Email Connections1. Make someone a champion and align goals2. Consolidate measurement, listen & analyze impact & influence3. Integrate across a connected platform4. Be a story teller, make the content compelling & sharing easy & universal Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Nascent Email-Social Tactics Require Services To Further Advance Adoption Currently Plan w/in 12 months No plans to deploy50% 46% 44% 42% 42%40% 38% 31% 29% 29%30% 28% 27%27%20% 18%10%0% Leverage socially Develop apps for Using a "Listening Combine Twitter active email subs social networks Platform" and email metrics for acquisition Question: Which social marketing initiatives have you currently deployed, plan to deploy or do not plan to deploy? (select one for each) Source: The Relevancy Group n=674 4/10 (US 486, UK 188, Retail 181, Media 197, Travel 296) Selected responses Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Online Social Networking and Media Is Not A New Concept First CompuServe Ad, September 24, 1979 Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Listen To The Conversations Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Facebook TwitterWho is Your Click, Your Influencer, Your Advocate? Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Goal = Get More Influenced Earned Media and Subscribers1. Connect the Czar of influence to everything that the brand does, merit them on this accordingly if …2. Email subscriber engagement increases.3. Positive buzz and the brand halo grows.4. If advocates become an acquisition tool, to further reduce operational acquisition costs.5. If the influence, engagement, etc. is additive. Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Understand Subscriber Engagement and Make That The Baseline To Measure Additive Influence and AdvocacyGather average Key Performance Indicators Output into a weighted Indexed Score Barometer of Engagement Source: “Email Marketing An Hour A Day” - http://emailmarketinganhouraday.com Page 42 Copyright © 2011 The Relevancy Group, LLC and Daniels/Mullen All Rights Reserved
  • Apply The Framework To Optimize Social, Mobile and Email Connections1. Make someone a champion and align goals2. Consolidate measurement, listen & analyze impact & influence3. Integrate across a connected platform4. Be a story teller, make the content compelling & sharing easy & universal Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Marketers Integrating Data Have Seen Clear Benefits of Connected Marketing Benefits realized of integrating data into a centralized marketing database50% 45% 40%40% 33% 29% 29%30% 23%20%10%0% Improved Reduced Reduced IT Improved Improved our Increased productivity marketing costs customer subscriber revenue per and efficiency labor costs profitability segmentation subscriber capabilities Question asked: Indicate the benefits that you have experienced since consolidating data into a centralized database for use in marketing efforts. (select all) Source: The Relevancy Group n=674 4/10 (US 486, UK 188, Retail 181, Media 197, Travel 296) Selected responses Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Goal = Drive Optimization Via ConnectedKnowledge of the Customer Experience1. Create a Czar of Experience and have them demand that art of the brand, “or picture” can not be measured by a mere frame or brush stroke, instead require an a pallet that can …2. Execute against outbound marketing channels3. Listen to the inbound and align those common measures4. Have provisions to manage content as it is still king Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Connected Marketing Supports theNatural Lifecycle of Customer Management Acquisition Email Search Advocacy WEB Retention Social Mobile Engagement Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Apply The Framework To Optimize Social, Mobile and Email Connections1. Make someone a champion and align goals2. Consolidate measurement, listen & analyze impact & influence3. Integrate across a connected platform4. Be a story teller, make the content compelling & sharing easy & universal Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Marketers Must Adopt Relevant Tacticsto Advance Sharing, Decrease Deletions Email Marketing Inbox Behavior By Age 100%Percentage of Consumers Deleted email marketing offer 79% not relevant to me 80% 76% 75% 76% 68% 71% 72% 64% 69% Deleted marketing email 60% because I get too much email from them 40% Unsubscribed from email that opted into 22% 20% 14% 15% Marked marketing message 10% 8% 7% 6% 4% 3% that I opted-into as spam 0% Shared email marketing Age content on Facebook or Groups Twitter Question Asked: Which of the following have you done in the last six months? (select all) Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online Consumers Ages 13+ Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • The Story Might Be Coffee, But Our Preferences Are Different Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Goal = Be Relevant & Get Your Message Seen In As Many Places & In As Many Formats As Possible 1. Create a Czar of content, who can tell a story well, transform long stories in to shorter stories, the expert of getting to the point, who can oversee rendering across platforms, who can visualize the segmenters definition of relevance and ensure … 2. That it renders on small screens and the call to action is operational – Think HTML5 vs. Flash 3. The content is available across video, social networks and can measure not which audience or channel, but which creative pulled better. Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • ~ Change ~Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
  • Connected Marketing Framework1. Become a master of organizational change2. Institutionalize testing and reveal in interactivity3. Reconstruct and create new measures of success4. Let relevance guide every customer interaction Copyright © 2011 The Relevancy Group, LLC All Rights Reserved – CMF4.ccom
  • Apply The Framework To Optimize Social, Mobile and Email Connections1. Make someone a champion and align goals2. Consolidate measurement, listen & analyze impact & influence3. Integrate across a connected platform4. Be a story teller, make the content compelling & sharing easy & universal Copyright © 2011 The Relevancy Group, LLC All Rights Reserved – CMF4.ccom
  • Additional Resources The Alterian eBook Series on Creating Engaging Email (complimentary) Discover the series at http://email.alterian.com/resources/creating- engaging-email/ The Social Inbox Get $200 off the list price of $695 with code ALTERIAN http://www.relevancygroup.com/thesocialinbox. htm Copyright © 2011 The Relevancy Group, LLC All Rights Reserved – CMF4.ccom
  • Questions?Contact Details The Relevancy Group info@relevancygroup.com 877.972.6886 Follow David Daniels on Twitter @emaildaniels The Relevancy Group on Twitter @relevancygroup *CMF4.com research is available here for free with site registration