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Email, mobile and social marketing for small and medium-sized enterprises
 

Email, mobile and social marketing for small and medium-sized enterprises

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Email as the backbone of digital marketing communications - and how to integrate it with social and mobile. Tips, trends, research and ...

Email as the backbone of digital marketing communications - and how to integrate it with social and mobile. Tips, trends, research and
case studies. Compiled by Barbara Ulmi, marketing director at GraphicMail.

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    Email, mobile and social marketing for small and medium-sized enterprises Email, mobile and social marketing for small and medium-sized enterprises Presentation Transcript

    • SME Social, Email, Mobile for small and medium enterprises status, tips, trends and case studiesprepared by Barbara Ulmi#marketingindaba
    • AgendaDiscussion points1- The state of email2- How do I get and engagesubscribers?3- Go social and mobile4- Live analysis ofnewsletters; open roundMain Idea:Some background information followed bylive discussion and analysis of digitalcommunications
    • Did you know?1 in 9 people onearth is a FacebookuserTwitter managesover 190 milliontweets per dayOver 107 trillionemails were sent in2010. Main Idea:Email marketing isyour digital backbone.
    • 1- The State of Email History of email1971- first electronicmessage is sent byTomlinson1976- Queen Elizabeth gets ago1982 - the word "email" isfirst used ... and smileysarrive :-) Main Idea:Email is here to stay - and works well withnew developments in the digital space. Source: Mashable
    • 1- The State of EmailAnatomy of an email1- Header2- Footer3- Body4- Links and imagesMain Idea:Understand the terminology and the raisondetre for the various elements
    • 1- The State of EmailEmail Checklist1- Removed your opt outs?2- Do your links work?3- Alt tags for images?8- Tested in different Inboxes?Main Idea:Keep your lists and emails clean for highdelivery and trust Pure360
    • 1- The State of EmailBenchmark Report1- Challenge to sendrelevant messages2- Landing pages3- List growth, opt-in4- Mass mobile readershipMain Idea:Relevant content and clear intent are crucialfor campaign success - MarketingSherpafindings MarketingSherpa
    • 1- The State of EmailBenchmark Report1- Challenge to send relevantmessages2- Landing pages3- List growth, opt-in4- Mass mobile readershipMain Idea:Relevant content and clear intent are crucialfor campaign success - MarketingSherpa MarketingSherpa findings
    • 1- The State of EmailBenchmark Report1- Challenge to send relevantmessages2- Landing pages3- List growth, opt-in4- Mass mobile readershipMain Idea:30% of subscribers are said to unsubscribeper year, on average - keep acquiring andget updated opt-ins MarketingSherpa 
    • 1- The State of EmailBenchmark Report1- Challenge to send relevantmessages2- Landing pages3- List growth, opt-in4- Mass mobilereadershipMain Idea:Design your emails with mobile in mind,even if most of your audience still reads iton a PC MarketingSherpa 
    • 2- Engagement and GrowthTips1- Email list growth2- Automated mailers3- Personalization4- Segmentation5- Social linksMain Idea:Engage audience creatively and individually.Become personal in public.
    • 2.1 - Email List GrowthHow to do it1- Subscription form2- Offline events, in-store3- Social media share4- Email to friend5- Online events, webinars6- Register during purchase7- Facebook form8- Paid search9- Blog registration page10- Co-registration programsMain Idea:Start with a good subscription form anddrive traffic to it Lets sign up
    • 2.1 - Email List Growth A bad exampleQuite clear to see they takesegmentation and accuratetiming/ content seriously,but would you subscribe?Main Idea:Less is more - get more information onsecondary level
    • 2.2 - Automated mailers Some ideasWelcome messageProfile update mailerAutomated emailsa: Strata welcome (subscribetrigger)b: Strata 10 days later- openc: Strata 21 days later- openTriggered mail (link/open)RSVPs Main Idea: Use some tricks to make engagement look personal - and deliver the right content
    • 2.3 - Personalisation Some ideasAddress by nameAdd name tag in subject linePersonalise content (i.ebased on past behaviour/events attended, Analytics)Add trigger mails whencertain links are clickedAB split testsMain Idea:Use some tricks to make engagement lookpersonal - and deliver the right content
    • 2.4 - Segmentation Who, what, whenAdditional subscriber data -how to get itChange of preferencesSocial data miningSurveysPast purchase behaviourEmail metrics segmentationType of offer/target groupand send timeSegment by device typeMain Idea:Dont keep subscribers "boxed" - updatetheir profile, go with their changes, beflexible
    • 3. Go social and mobileSocial EmailEmail is socialTips on how to link email withsocial elementsBenefits of reaching out onsocial networksPeople dont want to bemeasured, but valued Main Idea:Its in our nature to comment, share,recommend and critisise. Use this to youradvantage. Jeff Bullers Infographic
    • 3. Go social and mobileSocial Subscription FormSocial log in reduces badinformation collection Up to 70 % of all web formsubmissions are incorrectInterscope Records: Choiceincreases signup50% increase in subscriptionsafter introduction of social sign-on Main Idea:Get newsletter subscriptions via sociallogin
    • 3. Go social and mobileSocial data - a goldfield?Social data more accurate  • According to Janrain, 98% give permission – it’s a simple click! • You get better and more correct data because people manage their social profiles carefully • Ability to tap into interest-based content for your messaging • Remember, people change - get auto- profile updates via social. Main Idea:Use social data for much more targetedemail campaigns
    • 3. Go social and mobileSocial links in emailTrend Tip: Make it possible forsubscribers to pin your images -PinterestMain Idea:Socialize your email audience - grow it"organically".
    • 3. Go social and mobileSocial publish your mailCall to action - entice throughcontentHave newsletters re-tweetedAdd them to #tag discussionGet comments and shares viaFacebook*Use your main SEO keywords atthe beginning of your updates Main Idea:Share your newsletters socially-getcomments and more shares/subscribes
    • 3. Go social and mobile Social commentsAdd a browser extension thatallows for:Easy sharing of newsletterSharing with a friendCommentingTranslationSubscription tools 
    • 3. Go social and mobileCase Study #178% of organizationsintegrate email with socialmediaMarketers who feel email iseffective when integratedwith social media: 13% -Very effectiveJust like: Career Builder Main Idea:Use email to announce channel-specificcontent and drive to video (mobile!) Source: MarketingSherpa
    • 3. Go social and mobile Case Study #2 Mint.com: accelerate referrals of their new Beta product via email and social network integration  Main Idea:Use email to drive referrals on socialchannels - word of mouth motor Source: MarketingSherpa
    • 3. Go social and mobile Case Study #2 Mint.com: the "exclusive access to beta product" seemed to perform the best out of the 3 test mails they sent to their email audience Main Idea:Use email to drive referrals on socialchannels - word of mouth motor
    • 3. Go social and mobile Case Study #2 Mint.com: Expanded reach to web page too, in account login Results open rate of email: 48% 10 % of those became "influencers" Shared the invitation with 5 friends on averageMain Idea:  Use email to drive referrals on socialchannels - word of mouth motor
    • 3. Go social and mobileMarket to the moment46% of adult mobile usersown smartphones Pew InternetResearch, March 201189% of people use theirsmartphones throughout thedayGoogle, April 201143% of mobile email userscheck email four or moretimes per dayMerkle , February 2011Main Idea: Reach your audience where it lives, works,  Source: Mens Health Newsplays, walks and waits.
    • 3. Go social and mobileDesign for mobileSingle column layoutEnlarge fontsCompelling, shortcontentWise use of imagesShort links, spaceLanding pagesMain Idea: Make sure newsletters render well on small  There must be more to thisscreens
    • 3. Go social and mobileExampleShare links at the topClean, big image with single-minded message. Make sure itsalt-tagged.One clear call to action: contactus link, enough spaceClick-to-call in footer, plusaddress and unsubscribe link
    • 3. Go social and mobileCase StudyZonnebloemResultsSMS • 5639 SMSs received  • 4% of these entries submitting their email addressesIdeas for improvement? Main Idea:Low barrier to entry important - SMS Source: Quirk
    • 3. Go social and mobileSMS and mobile siteCase Study: TB/ HIVInnovative way ofcommunicating via SMS +traffic to mobile site,feedback.Link to email campaign:Call out in email thatcompetition onlyhappening via SMS,submit number via shortcode. Channel exclusive. Source: Cliku
    • 3. Go social and mobileSMS and mobile siteGoal: Educate about TBsymptoms ANDintroduce community toorganization having amobile presenceBait: competitionData: already had mobilenumbers in theirdatabase Source: Cliku
    • 3. Go social and mobileSMS and mobile siteTo participate incompetition, answer hadto be typed in andsubmitted. Source: Cliku
    • 3. Go social and mobileSMS and mobile siteNo matter whetheranswer was right orwrong, upon submittingof answer, there was amobile" thank you" pagewith a drive to theirTwitter channel. Source: Cliku
    • Top Take AwaysBuilding an email strategy that meets my customerscommunication channel preferences takes:Action, even baby stepsEmbracing the power of social mediaMarketing to the momentEnsuring an excellent mobileexperienceCore message for campaigns – coreintent
    • Live newsletter analysis Villas and Hotels for AfricaLets see how whatweve previously Madrone Studiosdiscussed is appliedwithin various Art Therapynewsletters - or not.Open round. Fancy French Cologne Kulula Two Oceans Aquarium
    • Live newsletter analysis
    • Live newsletter analysis