Social media and Email - 2013 release


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Email Marketing And Social Media 2013 Report

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Social media and Email - 2013 release

  1. 1. Executive Summary Executive SummaryEmail isn’t the opposite of social, even though some people try to position it that way. Like anycommunication between human beings, email is social.However, email and social media sites are not the same. Each has strengths and limitations.Used together, they can be a powerful combination. Download a visual companion Infographic available here: 2 Email Marketing + Social Media Report 2013
  2. 2. Overview OverviewSince the goal of marketing is to grow the Social media channels can expose your brandbusiness, we’ll examine how email and social to new markets. But many businesses stilltactics can be combined to produce growth: struggle to convert those new contacts into customers. Grow by attracting a target demographic Grow sales by engaging audiences Smart marketers use social media referrals to Grow profits by achieving higher conversion attract a wider audience and email marketing Grow customer base by improving retention for the person-to-person work of engagement, Grow qualified leads through referrals retention and conversion. In this whitepaper, we give you the facts andWhich social channels are best for implementing figures for 2012.these growth tactics? Based on our researchand experience, no single channel is optimal. And we offer techniques you can implement today to build true brand loyalty and to create thatEmail converts sales better than social media. mysterious, valuable marketing phenomenonBut growing your email marketing list using called . . . “buzz!”email-only is an uphill battle. “Email converts sales better than social media.”Email Marketing + Social Media Report 2013 3
  3. 3. Market Research Part One: Market ResearchWe examined independent studies from reputable sources. And we performed our own research,using data collected from GetResponse users (using anonymous, confidential means only.)Research on Social Sites These numbers are impressive, and marketers can’t resist diving into social media sites toThink of the size of your email list. Then think of spread their message.each subscriber’s social accounts. How manyfriends or followers does each have? What if at But the harsh reality of social media is that itleast one subscriber shares your newsletter? has low conversion rates, compared to email.See the potential there?Here are the latest stats on number of activeusers on social sites: “Social media Facebook: 1 billion has lower Twitter: 200 million conversion LinkedIn: 200 million rates.” YouTube: 800 million Google Plus: 135 million Instagram: 100 million Pinterest: 40 million 4 Email Marketing + Social Media Report 2013
  4. 4. Market ResearchEmail Accounts But when permission has been granted and confirmed, email turns into gold.According to research, there are more than3 billion email accounts across the globe, The “2012 Marketing Channel and Engagementand approximately 294 billion emails are sent Benchmark Survey” found 63% of respondentsper day.* cited email as the channel with the best ROI.This means email has nearly 3 times as many Email was the channel most likely to get moreuser accounts as Facebook and Twitter investment in 2012. According to a survey ofcombined. Facebook and Twitter combined business leaders, 60% planned to increasemake up just 0.2% of the number of emails sent their email marketing budget. Socialeach day.** media was the next most popular at 55%.Permission email The Direct Marketing Association*** “2012 Response Rate Report” showed that “email has the highest return on investment (ROI) comparedThe harsh reality of email is that roughly 78% to other marketing channels. The ROI for emailof all emails are marked as spam, either by is $28.50 compared, for example, to just $7 forthe recipient, the recipient’s Internet service direct mail.provider (ISP) or any of several organizationsthat provide email filtering services. These numbers support the value of email.For marketers, this means that using email to But an email marketing list is still a closedcontact cold prospects no longer works — email system. For growth, you need a steady supplyis not a push medium. People are unwilling of fresh tolerate emails unless they have granted thesender explicit permission. * ** ***http://thedma.orgEmail Marketing + Social Media Report 2013 5
  5. 5. Market Research 18+62Social Media Plus The difference in CTR between email messages thatEmail Marketing include and don’t include social sharing.According to MarketingSherpa (2011), social 6.20%media tops the list for trends most likely to 2.40%affect an organization’s email program. Emailmarketers are looking to develop relationshipsthrough email marketing and social mediaworking together. Include social sharingWhy? Don’t include social sharingWe recently updated last year’s research whichfound that social sharing boosted email Click-Through Rate for messages shared on specificclick-through ratio (CTR) up to 115%. social networks. 62+62795350 +++ 7.90%This year, the most important finding is that 6.20% 6.20% 5.30% 5.00%the CTR of the messages that included socialsharing rose dramatically from last year. Our2012 research shows that social sharing 31+42134 +++boosts email CTR by 158% compared to lastyear’s 115%. Average number of shares per 10000 emails opened 42 31 0.3 3 4 Facebook Twitter Linkedin Google+ Pinterest 6 Email Marketing + Social Media Report 2013
  6. 6. Market ResearchBusiness Trends Most marketers used three social sharing icons (39%). Four or more icons were usedWe wanted to see what changed over the by 37%, two icons by 15% while only 11%course of the year for our customers. Here’s stuck with only one sharing icon.what we discovered: Social media sharing buttons are considered The number of users who include social the third most popular email list growth sharing buttons in emails increased from tactic (MarketingSherpa Email Marketing 18.3% in 2011 to 29.4% in 2012 — clearly Benchmark Report 2012) just after a website an upward trend. registration page and offline events. And 90% of email marketers who included Social media is also the second most social sharing buttons included Twitter popular channel to integrate with email icons, almost twice as much as the year (78%) just after website (86%). before. Organizations are increasing budgets on Facebook was included by even more social media and email marketing. The marketers; almost 99% included a 2012 social media survey found that 87% Facebook share icon, an increase of over of social media marketers also use 8% compared to 2011. email marketing; 93% plan to maintain or increase their use of email. A LinkedIn sharing icon was included by 68.1% — seven times more often than the The conclusion? previous year! Time to share! The emerging social networks also did well. Google+ was included by 42% and Pinterest by 46% of marketers who used social sharing.Email Marketing + Social Media Report 2013 7
  7. 7. Tactics for Combining Email with Social Media Part Two: Tactics for Combining Email with Social MediaNow let’s review the most popular sharing techniques used by smart email marketers who recognizethe synergy social media can add.First we’ll discuss newsletter tactics you can implement to extend your marketing reach to newniche markets. Next we’ll talk about social media tactics for building your email marketing list.By the end of this whitepaper, you’ll have a grab bag full of ideas to help grow your businessprofitably.Newsletter Tactics Ask them to like or follow your social profile. Use icons or simply hyperlink the call to action.Here are easy ways to let your readers knowthat it’s important for them to help share yourmessage and create buzz for your brand. Promote your social sitesInvite reader to join your network. Let themknow the What’s In It For Me (WIIFM) factor, “Invite readerssuch as — get more great deals, expressopinions, and stay up-to-date. to join your network.” 8 Email Marketing + Social Media Report 2013
  8. 8. Tactics for Combining Email with Social MediaDedicate one of your follow-up emails to inviting Invite subscribers to interact and shareyour subscribers to join your community. Tell their opinion, not just follow what you do.them what they gain – news, opinion sharing, After all, social media is about two-waymeet other users. communication. Make it easy to share Use preformatted social sharing icons to encourage recipients to promote your newsletter content. Link them to the web archive where the newsletter is available online.Email Marketing + Social Media Report 2013 9
  9. 9. Tactics for Combining Email with Social Media Make it fun to share Tell readers what to doPeople share newsletters they think their Without a call-to-action (CTA) subscribers mayfriends will enjoy. Entertaining content creates not realize what they should do and whetherbuzz, likewise special offers, contests, events you’re asking them to follow your social profilesand giveaways. or share the message with others. 10 Email Marketing + Social Media Report 2013
  10. 10. Tactics for Combining Email with Social Media Location, location, locationHiding the buttons deep at the bottom is less effective than placing them in a prominent place “abovethe fold” with a great description Top placement: Bottom placement:Email Marketing + Social Media Report 2013 11
  11. 11. Tactics for Combining Email with Social Media Size matters Be “cool enough to share”The buttons need to be noticeable; otherwise Readers are reluctant to share sloppy,they’re not worth including. unattractive newsletters, so keep your design standards high. You can use generic icons or customize them to match your brand. Avoid icon clutterThe more icons you include, the more difficult itmay be for recipients to make a decision.Find out where your audience is and link “The buttonsonly to those sites. B2C audiences are often onpurely social sites like Facebook and Pinterest.If your business model is B2B, your audienceis more likely to be on LinkedIn. Social sharestats help you identify which sites work need to bebest for you. noticeable.” 12 Email Marketing + Social Media Report 2013
  12. 12. Tactics for Combining Email with Social Media Viral sign-up form Measure your resultsYour Thank-you page* is the perfect time and It’s difficult to measure how much your audienceplace to request sharing. After all, they feel loves your brand, but it’s easy to count Likes,good about signing up and may want to tell their Tweets, Pins, LinkedIn Shares and +1s. Thefriends about you. GetResponse statistics panel shows total shares on various platforms.To make it quick and easy, place social sharingbuttons with suggested text for retweets andFacebook shares. Both social sharing buttonsshould link to a special landing page promotingyour newsletter campaign. signing-up.htmlEmail Marketing + Social Media Report 2013 13
  13. 13. Tactics for Combining Email with Social MediaSocial Media TacticsWith a few exceptions, people don’t flock to social sites to conduct business. They show up for fun!But is your business fun?Well, any business can be fun. For example, there’s a Facebook page for people in Brazil who loveHellman’s Mayonnaise. As of this writing, it has 1,332,267 Likes! If mayonnaise can be fun, so canyour business.So get busy. Here’s how. Share newsletters on social profiles Place a sign-up form on FacebookWhen you send out a newsletter, share it on Turn your fans into subscribers. To collect newyour Facebook and Twitter profiles to maximize sign-ups and get more Customers, use theits reach. unique link of your sign-up tab in your Facebook ads and share it across other social mediaTIP: Place a subscribe link in your email so that channels, as well as in your timeline posts.people from outside your list can sign up. 14 Email Marketing + Social Media Report 2013
  14. 14. Tactics for Combining Email with Social Media Social sign up Run contestsAllowing new subscribers to use their Facebook Contests engage your audience in a friendlyaccount when signing up for your newsletter and fun activity. And they can deliver a bonanzahas some serious advantages: of customer data and feedback you can use to improve your campaign ROI.1. Signing up with Facebook is faster, so visitors are more likely to sign up. Running them on social media minimizes costs,2. Most people use their primary email maximizes returns, and builds your email list. address on Facebook. This increases the chances of your newsletters being opened and read.3. Facebook friends see who signs up for your newsletter, providing social proof of the value of your newsletter.4. Subscribers who are active on social networks are more likely to share your newsletters with others.5. The GetResponse “social web form” lets you include additional custom fields to collect information you need. “Signing up with Facebook is faster.”Email Marketing + Social Media Report 2013 15
  15. 15. Tactics for Combining Email with Social MediaHere are a few pointers for Capture email addresses: The contest is aplanning a contest. newsletter sign-up incentive, so include the following on your entry form:Theme: This can be as simple as an enter-to- “By providing your email address, you givewin drawing or as complex as a competition [[your company]] permission to email you withjudged by experts. product updates, articles and news. You can unsubscribe at any time”.Prize: It doesn’t have to be an iPad, but it needsto be exciting enough to get people to submit Promote: Make viral participation your entry form. Start by announcing the contest to your existing subscribers, blog readers, and social contacts.Rules: Summarize the rules, policies, and Give them fun information to forward to friendsrestrictions on the entry form and link to full and share on social media. Create a scheduledetails. Let participants know exactly how and promote regularly on Facebook, Twitter,and when the winners will be chosen and blog, social channels and advertising media.announced. 16 Email Marketing + Social Media Report 2013
  16. 16. Summary SummaryIdeally, your email marketing and social media programs should work hand in hand. Social mediasites are perfect for expanding the reach of your marketing message.Email marketing is perfect for building a stronger relationship with new contacts. Here’s a handychecklist to keep both programs on track:1. Define your target that members will want to share. However, it’sDon’t waste time and resources on social media perfectly OK to cross-promote content fromsites that don’t deliver ROI. Create a profile of one medium to another, so your most loyal fansyour ideal subscriber, then find the social sites have multiple opportunities to interact with yourwhere they like to hang out. GetResponse brand.provides 6 social media share buttons to addto newsletters with just a click. But be selective 5. Encourage two-way communicationand add only as many as you can manage Invite your newsletter subscribers to shareeffectively comments, ideas, and opinions on your social media channels.2. Make sharing intuitiveMake the buttons visible — definitely “above 6. Relaxthe fold.” Use a clear call to action that makes Make your social channel a place for asharing a natural, logical next step. relaxed style of communication. This is especially important in B2B marketing, where3. Incentivize participation communication can be stuffy.Offer a contest, survey, charity — anything that’sentertaining or promotes something important. 7. Add a personal touch Link to the real people behind brands.4. Define objectives Exchanging views with a brand’s decisionDon’t broadcast everything everywhere. -makers can be a buzz booster.Instead, design separate content for each socialsite, your blog and newsletter. The goal is tobuild a community-within-a-community feelingEmail Marketing + Social Media Report 2013 17
  17. 17. Conclusion ConclusionWhy do people flock to social media sites? They want to connect with cool people who are doing fun,interesting stuff. And they subscribe to your newsletter for exactly the same reason.So put people first — be fun, be interesting, be cool! That way, you attract people who actually likeyou. And when you do business with people who like you, things get so much easier.Note: And speaking of likable people — when you need a word of advice, reach out to our CustomerSuccess Team. They love to help you, anytime. Questions? Get in touch!We are always here to inspire and help, so don’t hesitate to contact us if you run into any problemsor have any questions along the way of your Email Marketing Success. Mack Górski Karolina Kurcwald Education Expert Social Media Expert 18 Email Marketing + Social Media Report 2013