Using Email Marketing to Build a Social Presence

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Using Email Marketing to Build a Social Presence

  1. 1. Using email to improveyour social presenceHow Delta Apparel Integrating SocialInto Email Marketing Campaigns
  2. 2. Delta Apparel, Inc.Direct to Consumer eCommerce
  3. 3. About Delta ApparelDelta Apparel, Inc. is the parent company of
  4. 4. QUESTION:How do we use email to introduce subscribersto our social outlets and convince them ofthe value.
  5. 5. Step 1: ResearchFind the baseline to measure from.Look at the metrics during the same time in theprevious year.• Deliveries -• Delivery Dates -• % of Total Revenue -• Conversion Rate -• Social Fan Growth -
  6. 6. Step 2: Campaign BrainstormHow do we improve over last year.Look at the metrics during the same time in theprevious year.• Throw everything out and start from scratch• Integrate social • Compare social subscriber numbers to email subscriber numbers – OPPORTUNITY!! • Encourage Social subscriber growth to build brand loyalty
  7. 7. Step 2: Campaign BrainstormHow do we improve over last year.Look at the metrics during the same time in theprevious year.• Bring Social Into Email • Encourage social subscribers to become email subscribers • Encourage email subscribers to share deals and promotions with their circles• Send more often
  8. 8. Step 3: Campaign DevelopmentIdentify Key Delivery Dates Based on Industry Trends• Thanksgiving• Black Friday Weekend• Cyber Monday• Cyber Tuesday• Cyber Monday 2• Second Full Week of December• Free Shipping Saturday• Tuesday Before Christmas
  9. 9. Step 3: Campaign DevelopmentHow Can We Use Bronto?• Segmentation • RFM• Workflows• Tracking• Scheduled Sending• Re-Sending
  10. 10. Step 3: Campaign DevelopmentThanksgiving Day“Say „Hi‟ to us onFacebook and Twitterand pick up a BlackFriday bonus PromoCode” Open Rate: 10.9% Click Rate: 9.3% Conversion Rate: 5.6% Revenue Cont.: 2.9% Facebook Clicks: 460 Twitter Clicks: 139
  11. 11. Step 3: Campaign DevelopmentBlack Friday WeekendTiered PromotionDecreased Promotionalvalue over the weekend Friday Revenue Cont.: 13.8% Friday Conversion Rate: 14.0% Saturday Revenue Cont.: 5.68% Saturday Conversion Rate: 9.8% Sunday Revenue Cont.: 2.97% Sunday Conversion Rate: 6.8%
  12. 12. Step 3: Campaign DevelopmentCyber Monday 1One Day Site WideDealDifferent from theBlack Friday Deal Open Rate: 5.7% Click Rate: 20.8% Conversion Rate: 18.7% Revenue Cont.: 21.78%
  13. 13. Step 3: Campaign DevelopmentCyber TuesdayOne Day Site WideDealLess valuable thanprevious days Open Rate: 9.2% Click Rate: 6.5% Conversion Rate: 4.0% Revenue Cont.: 1.3%
  14. 14. Step 3: Campaign DevelopmentCyber Monday 2One Day Site WideDeal Open Rate: 9.2% Click Rate: 12.0% Conversion Rate: 6.9% Revenue Cont.: 2.63%
  15. 15. Step 3: Campaign DevelopmentDecember Week 2RFM EmailCriteria• Open & Converted• Open and Click• Open or not openedEmail: Open & Converted Open Rate: 12.5% / Resend 11.7% Click Rate: 20.8% / Resend 15.5% Conversion Rate: 17.0% / Resend 17.8% Revenue Cont.: 11.47% / Resend 12.24%
  16. 16. Step 3: Campaign DevelopmentDecember Week 2RFM EmailCriteria• Open & Converted• Open and Click• Open or not openedEmail: Open & Clicked Open Rate: 3.6% Click Rate: 10.9% Conversion Rate: 18.4% Revenue Cont.: 1.2%
  17. 17. Step 3: Campaign DevelopmentDecember Week 2RFM EmailCriteria• Open & Converted• Open and Click• Open or not openedEmail: Open or not Open Rate: 1.4% Click Rate: 36.4% Conversion Rate: 10.9% Revenue Cont.: 1%
  18. 18. Step 3: Campaign DevelopmentFree Shipping SaturdayTrend growing strength Open Rate: 6.3% Click Rate: 28.7% Conversion Rate: 8.2% Revenue Cont.: 8.95%
  19. 19. Step 5: Review PerformanceIdentify Wins and Losses1. Thanksgiving Day Email 1. More Facebook than Twitter codes used 2. People still made purchases even though sale started the following day2. December Week 2 Email 1. Converting customers will convert again 2. Email went viral on coupon deal sites3. Cyber Tuesday 1. Deal was weak and under performed 2. Bronto Segmentation and Conversion tracking major factor
  20. 20. Step 5: Review PerformanceHoliday Social Growth 11/6 – 12/31 Facebook - 15,055 new fans Twitter - 966 new followers
  21. 21. Step 5: Review PerformancePerformance of Holiday Email 2010 vs. 20111. Email Volume: Up 286%2. Open Rate: 9.1% vs. 5.6%3. Conversion Rate: 18.3% vs. 8.0%4. Conversions: Up 754%5. APO: Up 108%6. Orders: Up 279%7. Revenue Growth: Up 301%8. Complaints: Unchanged9. Social Views: 252 vs. 13
  22. 22. ConclusionSent the same number of emails – 28Email Drove Social engagementEmail contributed to social growthSocial improved email performanceEmail and social medial specialists must work side-by-side in marketing departments to drive well-roundedperformance
  23. 23. Thank youQ&A

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