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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
      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.
    • 2. About Dave Chaffey
      • Advice andlearning
      • 3. Search and conversion
      • 4. Email marketing
      Best practice
      Qualifications
      Books
    • 5. 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
    • 6. 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
    • 7. 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
    • 8. Q1. How engaged are our email subscribers?
    • 9. 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
    • 10. 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
    • 11. 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
    • 12. 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
    • 13. 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
    • 14. Example of development of engagement strategy
      Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
    • 15. 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
    • 16. Your email marketing journey:Assessing your email marketing capability
      http://www.davechaffey.com/blog/email-marketing/how-advanced-is-your-email-marketing
    • 17. 15
      Q. How are using event-triggered emailsto support the customer lifecycle?
      Source:
    • 18. Advanced Segmentation
      Presented at TFM
      February 2009
    • 19. Branded welcome, registration triggered e-mails
      “Learn more through time”
      “Watch, don’t ask”
    • 20. Email Campaigns that Build…
      Welcome Email
      Time-limited offer
      Offer Extension
    • 21. 19
      Triggered birthday email
    • 22. BT - It’s all about past actions… “Recognition of activity”
      Recognition ofprevious purchase
      Purchase
      Dispatched +7d
      +14d
      +21d
    • 23. Browse, don’t buy examples
    • 24. Example reactivation emails
    • 25. Q3. What will make our email campaign more engaging?
      What should you try to build into every campaign?
    • 26. Key campaign ingredient 1?
      24
    • 27. Buzz = Engaging + Participative
      Example engagement devices:
      Search boxes
      Questions
      Quizzes
      Polls
      Calculators
      Interactive Q&A
      Call-backs
      Viral games
      25
    • 28. Key e-campaign ingredient 2?
      26
    • 29. Continuous campaign examples
      www.tourismirelandtaxichallenge.com
      Tip. Give your campaign momentum, inertia!
      27
    • 30. Key e-campaign ingredient 3?
      28
    • 31. 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
    • 32. 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
    • 33. 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
      • 34. Make my life easier
      • 35. Help me learn / have fun
      • 36. Make me look good
      • 37. 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
      • 38. 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
    • 39. 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
    • 40. Engaging B2C example
    • 41. Engaging B2B template example
    • 42. 37
      Tip: optimise your “pre-headers”!
    • 43. 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#
    • 44. Q5. How can we integrate Email and social media
      Practical tipsandexamples
    • 45. How social are we?
    • 46. http://www.ruderfinn.com/rfrelate/intent/intent-index.html
    • 47.
    • 48. 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
    • 49. Tip: Recruit to Twitter via Email
      Recruiting to Twitter
      via a prize draw
      promoted in Twitter
    • 50. Recruiting to encourage purchase
    • 51. …And exclusive Facebook Benefits
    • 52.
    • 53. 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.