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Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
Integrating email and social media
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Integrating email and social media

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Presented by Dave Chaffey at Technology for Marketing and Advertising 2010 for SmartFOCUS.

Presented by Dave Chaffey at Technology for Marketing and Advertising 2010 for SmartFOCUS.

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  • ASOS a smartFOCUS customer.Drop the (‘a distinctly less impressive’), meaning won’t be lost and due to our ASOS relationship would prefer not to sound negative.
  • Call to actions to... (as Suzanne flyer sent to you).Visit smartFOCUS on stand E14 Chance to win iPod touch and subscribe to tips newsletter - Text smarter and email address to 60060 Go to our website to grab whitepapers from ‘resources’. Including yours and more such as optimisation.
  • Transcript

    • 1. iPod Touch prize draw. Enter and subscribe to our marketing tips newsletter, text smarter followed by your email address to 60060<br />Engaging Customers with Email Marketing and Social Media<br />Dr Dave Chaffey<br />Presented at Technology for Marketing <br />23rd February 2010<br />We will not share your details with any third party. SMS will be<br />charged at your normal network rate. Competition open to UK residents of 18 years and over. Limited to one entry per person.<br />Closing date 25/2/2010.<br />
    • 2. About Dave Chaffey<br /><ul><li>Advice andlearning
    • 3. Search and conversion
    • 4. Email marketing</li></ul>Best practice<br />Qualifications<br />Books<br />
    • 5. Let’s Connect! Questions &amp; discussion welcome<br />uk.linkedin.com/in/davechaffey<br />www.facebook.com/davechaffey<br />www.twitter.com/DaveChaffey<br />Blogwww.smartinsights.com<br />Presentationswww.smartinsights.com/presentations<br />Email Newsletter<br />www.smartinsights.com<br />
    • 6. Email still works incredibly well!But social growing rapidly…<br />The ASOS.com EFT ratio<br />EFT = Email : Facebook : Twitter<br />EFT = 100 to 8 to 1 (Nov 2009)<br />Currently (from published figures):<br />2 million email registered users <br />1.2 million active email customers (bought within the past six months).<br />Facebook = 206,000 (161,000)<br />Twitter = 28,000 (19,000 November)<br />http://www.davechaffey.com/blog/online-pr/social-media-dont-believe-the-hype<br />
    • 7. Agenda<br />Q. How engaged are our email subscribers?<br />Suggestions for measuring and goal-setting for engagement<br />Q. How can we increase relevance?<br />Recommendations on email engagement strategy<br />Q. What will make our campaign more engaging?<br />5 ingredients of an engaging campaign<br />Q. How can we make our email templates more effective?<br />Practical tips for an engaging template<br />Q. How can we integrate email and social media?<br />Examples of email and social media integration<br />
    • 8. Q1. How engaged are our email subscribers?<br />
    • 9. Q. How do you measure your email subscriber engagement?<br />Campaign open/clicks/CTOR is only a starting point, instead…<br />Opens/clicks/CTOR/sales:<br />1. At position in lifecycle<br />2. By segment<br />3. By offer / email type<br />4. Aggregated over a longer time period<br />7<br />
    • 10. Measuring list activity – email engagement<br />Use “hurdle rates” are for whole list. Repeat:<br />By segment<br />By product categories purchased<br />Tip. Measure the overall health of your list <br />through activity / inactivity levels over time<br />
    • 11. Define standard email tracking codes in GA – example:<br />Name: &amp;utm_campaign=SBI210809C<br />Source: &amp;utm_source=ES_BI_Email<br />Medium: &amp;utm_medium=Email<br />Content: &amp;utm_content=SBIT210809C_Image<br />Tip: Use Advanced Segments, conversion goals and<br />bounce rate in Google Analytics to assess email effectiveness<br />Adding codes automatic within SMART Marketer eChannel<br />
    • 12. Using predictive modeling based on RFM to nurture best customers<br />Some variables used to identify “best buyer profile” include:<br />Total # of purchases<br />The more the better<br />Time on file<br />The younger the better<br />Months since first purchase<br />The more the better<br />Months since last purchase<br />The less (or more recent) the better<br />Total e-mails clicked on over the past year<br />The more the better<br />Total e-mails opened over the past year<br />The more the better… though not always predictive<br />
    • 13. Q2. How can we engage more through email? <br />Developing an engagement strategy<br />Targeting is key, as well as a lot more cost effective. There is a definite law of diminishing returns in that you can only ‘Spray &amp; Pray’ with untargeted, mass, generic email broadcasts for so long before you start to see a negative impact on your opens, clicks, conversions and unsubscribes. <br />Think about your industry, what it is you sell, relevancy for the customer and <br />what level of frequency of contact is appropriate. <br />Grant Baillie Multi-channel Customer Retention Manager Argos.co.uk<br />DMA Info Box : http://email.dma.org.uk/_attachments/resources/5665_S4.html<br />
    • 14. Example of development of engagement strategy<br />Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission<br />
    • 15. Example of dynamic content insertion<br />Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission<br />Tip. Change order of offers or featuresaccording to segment to increase relevance<br />
    • 16. Your email marketing journey:Assessing your email marketing capability<br />http://www.davechaffey.com/blog/email-marketing/how-advanced-is-your-email-marketing<br />
    • 17. 15<br />Q. How are using event-triggered emailsto support the customer lifecycle?<br />Source:<br />
    • 18. Advanced Segmentation<br />Presented at TFM<br />February 2009<br />
    • 19. Branded welcome, registration triggered e-mails<br />“Learn more through time”<br />“Watch, don’t ask”<br />
    • 20. Email Campaigns that Build…<br />Welcome Email<br />Time-limited offer<br />Offer Extension<br />
    • 21. 19<br />Triggered birthday email<br />
    • 22. BT - It’s all about past actions… “Recognition of activity”<br />Recognition ofprevious purchase<br />Purchase <br />Dispatched +7d<br />+14d<br />+21d<br />
    • 23. Browse, don’t buy examples<br />
    • 24. Example reactivation emails<br />
    • 25. Q3. What will make our email campaign more engaging?<br />What should you try to build into every campaign?<br />
    • 26. Key campaign ingredient 1?<br />24<br />
    • 27. Buzz = Engaging + Participative<br />Example engagement devices:<br />Search boxes <br />Questions <br />Quizzes<br />Polls<br />Calculators<br />Interactive Q&amp;A<br />Call-backs<br />Viral games<br />25<br />
    • 28. Key e-campaign ingredient 2?<br />26<br />
    • 29. Continuous campaign examples<br />www.tourismirelandtaxichallenge.com<br />Tip. Give your campaign momentum, inertia!<br />27<br />
    • 30. Key e-campaign ingredient 3?<br />28<br />
    • 31. Multi-message example<br />29<br />Remailing with urgency to openers<br />Responseincreases by40% for campaign<br />First Campaign,<br />Conversion rate = 0.2%<br />Second Campaign, <br />Conversion rate = 0.2%<br />Source: E-consultancy Masterclass 2005 - BCA<br />Tip. Use time-limited offers<br />
    • 32. Q4. How can we make our email templates more engaging? <br />Practical template tips<br />We’re our own worst critics and spend a lot of time analysing our own email templates to make them work harder. <br />Using customer research and eyetracking studies against our own and competitor templates has enabled us to really understand the journey a customer goes through – from the moment they see an email in their inbox to the moment they click through on it – we are constantly optimising our templates to reflect this.<br />Grant Baillie Multi-channel Customer Retention Manager Argos.co.uk<br />DMA Info Box : http://email.dma.org.uk/_attachments/resources/5665_S4.html<br />
    • 33. Most important rule of template design:Highlight value = your “Online Value Proposition”<br />B2B OVP<br />Make my work easier<br /> Help me develop<br /> Make me look good<br /> Give me a great deal <br /><ul><li>B2C OVP
    • 34. Make my life easier
    • 35. Help me learn / have fun
    • 36. Make me look good
    • 37. Give me a great deal</li></li></ul><li>Using Eyetrackingresearch to improve Email marketing<br />Need to deliver Scannability and Skimmability<br />Heading and subhead copy critical<br /><ul><li>First 2-3 words most important
    • 38. Make hyperlinked</li></ul>Large fonts work well<br />Images often missed<br /><ul><li>Use text link calls-to-action</li></ul>Readers scan down the left of an E-mail<br />First part of para important<br /><ul><li>F shape eyetrack</li></ul>Email intros skipped<br /><ul><li>Use to personalise and engagee.g. with hyperlinks</li></li></ul><li>Review your template layout carefully<br />Tip: Check email works with images blockedand within preview pane<br />
    • 39. Don’t give too much choice?!<br />Six different jams. 40% of the customers stopped to taste. 30% of those bought. <br />Twenty-four different jams. 60% of the customers stopped to taste. But only 3% bought! http://sivers.org/jam<br />
    • 40. Engaging B2C example<br />
    • 41. Engaging B2B template example<br />
    • 42. 37<br />Tip: optimise your “pre-headers”!<br />
    • 43. Presented at TFM<br />February 2009<br />Test! Test! Test! “Data trumps intuition”<br />Shinn Chen, Marketing Manager, Salesforce.com, shared the results of his team’s template redesign. <br />Call-to-action was moved from a small box on right side of messages to just below the message’s headline and <br />subhead, in line with the rest of the body copy. <br />Clickable buttons were made much larger <br />Results: CTR increased 26%-27%<br />Recent example: http://www.marketingsherpa.com/article.php?ident=31530#<br />
    • 44. Q5. How can we integrate Email and social media<br />Practical tipsandexamples<br />
    • 45. How social are we?<br />
    • 46. http://www.ruderfinn.com/rfrelate/intent/intent-index.html<br />
    • 47.
    • 48. Integrating your email newsletter with social media:a virtuous circle<br />1. Blog<br />Automatic feed<br />with Feedburner<br />Cherrypick<br />most popular<br />topics<br />Track with <br />Google Analytics<br />2. RSS Feed<br />5. Email<br />Newsletter<br />Track with <br />Feedburner&amp; Google Analytics<br />Manual update<br />or automatic<br />with<br />Twitterfeed<br />Track with <br />GA or ESP system<br />4. Facebook<br />Fan page<br />3. Company <br />Twitter<br />Automatic withTwitter app<br />Track with bit.ly<br />Track with bit.ly<br />
    • 49. Tip: Recruit to Twitter via Email<br />Recruiting to Twitter<br />via a prize draw <br />promoted in Twitter<br />
    • 50. Recruiting to encourage purchase<br />
    • 51. …And exclusive Facebook Benefits<br />
    • 52.
    • 53. Thank you!<br />iPod Touch prize draw. Enter and subscribe to our marketing tips newsletter, text smarter followed by your email address to 60060<br />We will not share your details with any third party. SMS will be<br />charged at your normal network rate. Competition open to UK residents of 18 years and over. Limited to one entry per person.<br />Closing date 25/2/2010.<br />

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