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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.

Integrating email and social media Integrating email and social media Presentation Transcript

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