The Direct Marketing Association estimates that commercial e-mail will generate $45.65 for every dollar spent in 2008. Contrast that with $22.52 for non-email Internet marketing (search engine optimization and ads) and $7.09 for catalog.
National Express did 3 important things with this email..Firstly - it was a compelling offerSecondly – there wasn’t huge amounts of confusion around the message being sharedFinally – they made it easy and explained what the links were for those unfamililar with the concept
B2B Marketing emailB2B email marketing and social
Best of all, users can create a list of the recipients who shared the email to Social Network. These Influencers are especially valuable to marketers, and in a few clicks they can be identified in a list. That list can be used to easily target this valuable group with special offers or special communications that will harness their value.
Facebook result of sharing to social. Share-to-social and Share to your Network (STYN)
Transcript of "Integrating Email with Social Media"
Integrating Email With Social Media<br />Loren McDonald, Silverpop <br />@LorenMcDonald<br />John Getze, Monster<br />@johngetze<br />
Facebook is Most Effective<br />Which social networks drive the <br />most additional email “views/opens”?<br />Facebook has highest social network effectiveness:<br /><ul><li> Average = 68% - 1000 share clicks = 680 share opens
Top Quartile average = 195% - 1000 share clicks = 1950 share opens</li></li></ul><li>Keys to Targeting the Right Networks<br />Utilize third-party research<br />Survey subscribers/Monitor network activity<br />Test and analyze click/share activity<br />Identify subtrends<br />e.g., High-value sharers<br />Kill the losers<br />
3. Educate subscribers on how/why to share<br />
Why Education is Key<br />Despite growth, “sharing” is still early<br />Different levels of social adoption<br />Sharing features/networks can differ in approaches<br />
Share to Social in Action<br />Announce…<br />
Targeted Communications Based on Age<br />Under 26 targeted mailings <br />Age centric subject line <br />Sent to recipients under 26 years<br />Open rates around double average open rates<br />Mailing for the over 50’s<br />Targeted discount offer<br />Open Rates 75% above average open rate<br />
2. Welcome Emails – Start the Relationship Right<br />
What is the first email your subscribers receive?<br />Do you throw them in <br />mid-stream, or “welcome” <br />them into the <br />relationship?<br />
Research by marketing publisher MarketingSherpa shows email subscriber interest begins to disintegrate as soon as two weeks after the opt-in, as measured by the open rate. <br />Within two months, the open rate typically falls 20% to 25%.<br />The Honeymoon is Over!<br />
10% higher conversion rate and slightly higher average order value.</li></li></ul><li>Purchase Anniversary<br /><ul><li> 30% Open Rate
15% Higher conversion rate than overall average</li></li></ul><li>Big Results after One Month:<br />(compared to all previous email campaigns)<br />48% lift Click through rate<br />129% lift in Net Conversion rate<br />Accounted for 10.4% of the total revenue from email marketing while representing only 2.7% of the total email volume.<br />
Key Takeaways<br />Make your emails shareworthy<br />Capture and use the right data<br />Start your subscribers off right<br />Incorporate personality<br />Use automation – triggered and lifecycle<br />Test everything and don’t be afraid to fail<br />