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Integrating Email With Social Media<br />Loren McDonald, Silverpop <br />@LorenMcDonald<br />John Getze, Monster<br />@joh...
Email is Dead, Right?<br />CAN-SPAM Act<br />Twitter<br />SPAM<br />Changing<br />Demographics<br />RSS<br />Facebook<br /...
Twitter is Hot, But Email is Ubiquitous<br />Twitter has roughly <br />50 million users<br />*The Radicati Group<br />Emai...
In Fact, Social Usage = More Email Usage<br />
Email marketing outperforms virtually all other media in terms of ROI*<br />*DMA, CMO Council<br />Email Still Rules Dude<...
Email FTAF is The Old Viral<br />Less than 0.1% CTR<br />
Social Email is The New Viral<br />0.5% CTR              <br />
One to One to Many<br />
Extends the Reach of Email<br />Social network users are, on average, connected to <br />between 150 and 200 friends<br />...
High-Value Sharers Emerge<br />
Agenda<br />How Does Share-to-Social Work?<br />Monster Communities Case Study<br />The 6 Keys to Success<br />Key Takeawa...
Share-to-Social (S2S)/Share With Your Network (SWYN): How it Works<br />
This is NOT Share-to-Social/SWYN…<br />But this is…<br />
Insert Share Links<br />ESP<br />Or <br />Custom Coding<br />http://www.email-marketing-reports.com/iland/2008/10/coding-e...
Personalized by recipient<br />
Shared with Friends<br />
Monster Communities Case Study<br />
Social links in email<br />landing page<br />FireLink fan page on Facebook<br />
Share-to-social links on landing page<br />
Post content to Facebook profile<br />
Social links in email<br />landing page<br />FireLink fan page on Facebook<br />
FireLink fan page on Facebook<br />Seeded content<br />- articles<br />- photos<br />- site info<br />User generated conte...
 photos
 links</li></li></ul><li>6 month referral results<br />other<br />
The 6 Keys to Successful Integration of Social Networks and Email <br />
6 Keys to Successful Social/Email Integration<br />
1. Understand What Motivates People to Share<br />
What Motivates People to Share?<br />
Contributing to the Conversation<br />Sharing benefits people through the value of the information shared in return<br />
Self Interest<br />Sharing rewards the pocketbook<br />
Altruism<br />Sharing makes them feel good<br />
Validation<br />Sharing feeds the ego<br />
Affinity<br />Sharing makes people feel more a part of the &quot;community&quot;<br />
Prurience<br />Sharing makes people feel less guilty for gawking<br />
2. Target the right social networks and media<br />
Facebook Links Included 100% of the Time<br />B2B Emails<br />LinkedIn = 83% <br />
Are 4 to 5 Networks the Right #?<br />
Facebook is Most Effective<br />Which social networks drive the <br />most additional email “views/opens”?<br />Facebook h...
 Top Quartile average = 195% - 1000 share clicks = 1950 share opens</li></li></ul><li>Keys to Targeting the Right Networks...
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 f...
Share to Social in Action<br />Announce…<br />
Explain...<br />
Encourage<br />
4. Optimize email sharing design and link location<br />
Link Location - Top, Middle or Bottom?<br />
Content, Content, Content<br />
Eat Better America - Bottom<br />
Eat Better America - Top<br />
Dinner Made Easy - Bottom<br />
Dinner Made Easy – Near Top<br />
5. Create shareworthy content<br />
8 Keys to Shareworthy Emails<br />
What B2B Emails Are Shareworthy?<br /><ul><li>Relevant Articles
Event /Webinar Notifications
News / Press Releases</li></li></ul><li>What B2C emails are Shareworthy?<br /><ul><li>Great offers
New season / product announcements
Sale Notifications</li></li></ul><li>B2C - Recipes Are Naturally Viral<br />
What’s Not Shareworthy?<br /><ul><li>Highly Personalised Emails
Transactional Emails
Long newsletters
Negative News</li></li></ul><li>“Dough” + Valentine = Shareworthy<br />
6. Test, Analyze and Refine for Increased Sharing<br />
Test – What’s Working/Not Working<br />Copy/Content/Offers<br />Link Style, Location<br />Broad versus Narrow Focus Messag...
Identify Key Influencers<br />Identify recipientswho shared yourmessage<br />Create lists of key influencers	<br />Target ...
How to Measure Success<br />Process<br />Email share click-through rate<br />Network opens/rate<br />Network clicks/rate<b...
Results<br />800 recipients shared the email offer <br />8% list growth<br />33% people who viewed a  shared item clicked ...
What to Tell Your Boss<br />$0<br />5X<br />25%<br />
...but it does require more than just inserting links<br />
4 Extra Email Marketing Tactics for 2010<br />
1. Capture and Use the Right Data<br />
Data:<br />They key to <br />email relevance, and therefore your success<br />
Data Is the Foundation of Relevance<br />
Why Preference Centers?<br />
Preference Center Touch Points<br />
No Data, No Relevance<br />Logical Personalization?:<br /><ul><li> Gender
 Marital status
 Age ranges on signup
 Wedding anniversary
 Significant other’s birth date</li></li></ul><li>No Recognition of Their Value Proposition<br />How About Product Selecti...
 Married
 Kind of old guy
 Married 25 years</li></li></ul><li>26th Anniversary…and I get This?<br />
Progressive Sign Up<br />
Net-a-Porter<br />
Society of London Theatre<br />
Targeted Communications Based on Age<br />Under 26 targeted mailings <br />Age centric subject line <br />Sent to recipien...
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...
Research by marketing publisher MarketingSherpa shows email subscriber interest begins to disintegrate as soon as two week...
Welcome Email<br />Immediate Offer <br />versus <br />Customer Data Collection <br />(aka digital handshake)<br />
Williams-Sonoma 3-Part Series<br />
Welcome Email Ecommerce Case Study<br /><ul><li> Text
 Single email
 IT Generated
 No marketing messaging
 HTML
 2-part email series
 Marketing generated
 Promotions, education</li></ul>75% increase in conversions<br />
3. Incorporate Personality/UGC<br />
Do your emails stand out?<br />Do they talk at, or with customers?<br />Stand-out from the rest of the crowd, make your su...
We Like Personalities<br />Jim Cramer – Mad Money<br />Keith Olbermann – MSNBC<br />
…Not Faceless Corporations<br />
Can we talk?<br />More than ever, we want to connect with brands via real people<br />Think Twitter<br />We want a persona...
A Dash of Personality<br />Tone<br />From a real person<br />Humor<br />Employee, customer stories/comments<br />UGC<br />...
Incorporating Social Aspects Within Emails<br />Comments<br />User ratings<br />Top read, top purchases, etc. <br />
Woot is a Hoot<br />
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Integrating Email with Social Media

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  • 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"

    1. 1. Integrating Email With Social Media<br />Loren McDonald, Silverpop <br />@LorenMcDonald<br />John Getze, Monster<br />@johngetze<br />
    2. 2.
    3. 3. Email is Dead, Right?<br />CAN-SPAM Act<br />Twitter<br />SPAM<br />Changing<br />Demographics<br />RSS<br />Facebook<br />IM<br />Mobile<br />Overloaded inbox<br />
    4. 4. Twitter is Hot, But Email is Ubiquitous<br />Twitter has roughly <br />50 million users<br />*The Radicati Group<br />Email has more than <br />1.4 billion worldwide users*<br />
    5. 5. In Fact, Social Usage = More Email Usage<br />
    6. 6. Email marketing outperforms virtually all other media in terms of ROI*<br />*DMA, CMO Council<br />Email Still Rules Dude<br />
    7. 7. Email FTAF is The Old Viral<br />Less than 0.1% CTR<br />
    8. 8. Social Email is The New Viral<br />0.5% CTR <br />
    9. 9. One to One to Many<br />
    10. 10. Extends the Reach of Email<br />Social network users are, on average, connected to <br />between 150 and 200 friends<br />24% average <br />increased reach<br />
    11. 11. High-Value Sharers Emerge<br />
    12. 12. Agenda<br />How Does Share-to-Social Work?<br />Monster Communities Case Study<br />The 6 Keys to Success<br />Key Takeaways<br />Q & A<br />
    13. 13. Share-to-Social (S2S)/Share With Your Network (SWYN): How it Works<br />
    14. 14. This is NOT Share-to-Social/SWYN…<br />But this is…<br />
    15. 15. Insert Share Links<br />ESP<br />Or <br />Custom Coding<br />http://www.email-marketing-reports.com/iland/2008/10/coding-emails-and-landing-pages-with.html<br />
    16. 16. Personalized by recipient<br />
    17. 17. Shared with Friends<br />
    18. 18. Monster Communities Case Study<br />
    19. 19. Social links in email<br />landing page<br />FireLink fan page on Facebook<br />
    20. 20. Share-to-social links on landing page<br />
    21. 21. Post content to Facebook profile<br />
    22. 22. Social links in email<br />landing page<br />FireLink fan page on Facebook<br />
    23. 23. FireLink fan page on Facebook<br />Seeded content<br />- articles<br />- photos<br />- site info<br />User generated content<br /><ul><li> comments
    24. 24. photos
    25. 25. links</li></li></ul><li>6 month referral results<br />other<br />
    26. 26. The 6 Keys to Successful Integration of Social Networks and Email <br />
    27. 27. 6 Keys to Successful Social/Email Integration<br />
    28. 28. 1. Understand What Motivates People to Share<br />
    29. 29. What Motivates People to Share?<br />
    30. 30. Contributing to the Conversation<br />Sharing benefits people through the value of the information shared in return<br />
    31. 31. Self Interest<br />Sharing rewards the pocketbook<br />
    32. 32. Altruism<br />Sharing makes them feel good<br />
    33. 33. Validation<br />Sharing feeds the ego<br />
    34. 34. Affinity<br />Sharing makes people feel more a part of the &quot;community&quot;<br />
    35. 35. Prurience<br />Sharing makes people feel less guilty for gawking<br />
    36. 36. 2. Target the right social networks and media<br />
    37. 37. Facebook Links Included 100% of the Time<br />B2B Emails<br />LinkedIn = 83% <br />
    38. 38. Are 4 to 5 Networks the Right #?<br />
    39. 39. 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
    40. 40. 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 />
    41. 41. 3. Educate subscribers on how/why to share<br />
    42. 42. 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 />
    43. 43. Share to Social in Action<br />Announce…<br />
    44. 44. Explain...<br />
    45. 45. Encourage<br />
    46. 46. 4. Optimize email sharing design and link location<br />
    47. 47. Link Location - Top, Middle or Bottom?<br />
    48. 48. Content, Content, Content<br />
    49. 49. Eat Better America - Bottom<br />
    50. 50. Eat Better America - Top<br />
    51. 51. Dinner Made Easy - Bottom<br />
    52. 52. Dinner Made Easy – Near Top<br />
    53. 53. 5. Create shareworthy content<br />
    54. 54. 8 Keys to Shareworthy Emails<br />
    55. 55. What B2B Emails Are Shareworthy?<br /><ul><li>Relevant Articles
    56. 56. Event /Webinar Notifications
    57. 57. News / Press Releases</li></li></ul><li>What B2C emails are Shareworthy?<br /><ul><li>Great offers
    58. 58. New season / product announcements
    59. 59. Sale Notifications</li></li></ul><li>B2C - Recipes Are Naturally Viral<br />
    60. 60. What’s Not Shareworthy?<br /><ul><li>Highly Personalised Emails
    61. 61. Transactional Emails
    62. 62. Long newsletters
    63. 63. Negative News</li></li></ul><li>“Dough” + Valentine = Shareworthy<br />
    64. 64. 6. Test, Analyze and Refine for Increased Sharing<br />
    65. 65. Test – What’s Working/Not Working<br />Copy/Content/Offers<br />Link Style, Location<br />Broad versus Narrow Focus Messages<br />Viral-Only Messages<br />High-Value Sharers…<br />
    66. 66. Identify Key Influencers<br />Identify recipientswho shared yourmessage<br />Create lists of key influencers <br />Target them with future offers andincentives<br />
    67. 67. How to Measure Success<br />Process<br />Email share click-through rate<br />Network opens/rate<br />Network clicks/rate<br />Performance by network<br />Who is sharing – influencer rates<br />Output<br />New subscribers<br />Additional reach<br />Conversions/revenue<br />
    68. 68. Results<br />800 recipients shared the email offer <br />8% list growth<br />33% people who viewed a shared item clicked through to the offer <br />3x CTR of their standard emails<br />
    69. 69. What to Tell Your Boss<br />$0<br />5X<br />25%<br />
    70. 70. ...but it does require more than just inserting links<br />
    71. 71. 4 Extra Email Marketing Tactics for 2010<br />
    72. 72. 1. Capture and Use the Right Data<br />
    73. 73. Data:<br />They key to <br />email relevance, and therefore your success<br />
    74. 74. Data Is the Foundation of Relevance<br />
    75. 75. Why Preference Centers?<br />
    76. 76. Preference Center Touch Points<br />
    77. 77. No Data, No Relevance<br />Logical Personalization?:<br /><ul><li> Gender
    78. 78. Marital status
    79. 79. Age ranges on signup
    80. 80. Wedding anniversary
    81. 81. Significant other’s birth date</li></li></ul><li>No Recognition of Their Value Proposition<br />How About Product Selection & Content that recognizes I’m:<br /><ul><li> Male
    82. 82. Married
    83. 83. Kind of old guy
    84. 84. Married 25 years</li></li></ul><li>26th Anniversary…and I get This?<br />
    85. 85. Progressive Sign Up<br />
    86. 86. Net-a-Porter<br />
    87. 87. Society of London Theatre<br />
    88. 88. 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 />
    89. 89. 2. Welcome Emails – Start the Relationship Right<br />
    90. 90. 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 />
    91. 91. 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 />
    92. 92.
    93. 93. Welcome Email<br />Immediate Offer <br />versus <br />Customer Data Collection <br />(aka digital handshake)<br />
    94. 94.
    95. 95. Williams-Sonoma 3-Part Series<br />
    96. 96. Welcome Email Ecommerce Case Study<br /><ul><li> Text
    97. 97. Single email
    98. 98. IT Generated
    99. 99. No marketing messaging
    100. 100. HTML
    101. 101. 2-part email series
    102. 102. Marketing generated
    103. 103. Promotions, education</li></ul>75% increase in conversions<br />
    104. 104. 3. Incorporate Personality/UGC<br />
    105. 105. Do your emails stand out?<br />Do they talk at, or with customers?<br />Stand-out from the rest of the crowd, make your subject line POP!<br />
    106. 106. We Like Personalities<br />Jim Cramer – Mad Money<br />Keith Olbermann – MSNBC<br />
    107. 107. …Not Faceless Corporations<br />
    108. 108. Can we talk?<br />More than ever, we want to connect with brands via real people<br />Think Twitter<br />We want a personal note, not a direct marketing promotion<br />
    109. 109. A Dash of Personality<br />Tone<br />From a real person<br />Humor<br />Employee, customer stories/comments<br />UGC<br />“Relatable”<br />
    110. 110. Incorporating Social Aspects Within Emails<br />Comments<br />User ratings<br />Top read, top purchases, etc. <br />
    111. 111. Woot is a Hoot<br />
    112. 112. Like, Awesome Dude!<br />
    113. 113. <ul><li> Personal reviews/ comments from staff members
    114. 114. While not objective, puts real people behind the products and emails</li></li></ul><li>Fun Subject Lines<br />
    115. 115. 4. Move to Lifecycle / Behavior/ Trigger / Event-Based Messaging<br />
    116. 116. Make your conversations <br />with your customers <br />happen in real-time<br />
    117. 117. You Know Who You Are…<br />20 Emails in 22 Days<br />Free Shipping<br />20% off<br />
    118. 118.
    119. 119. Break Through the Clutter With New Message Streams<br />Triggers<br />Notifications<br />Alerts<br />Reminders<br />Aggregators<br />Updates<br />Closeouts<br />…and more<br />
    120. 120. Date/Event-Based Emails<br /><ul><li>Birthday
    121. 121. Anniversary
    122. 122. Holiday
    123. 123. Season/Weather
    124. 124. Renewal
    125. 125. Replenishment
    126. 126. Sale/Special
    127. 127. Service due
    128. 128. Special Event – e.g., Super Bowl
    129. 129. News event
    130. 130. Recent purchase
    131. 131. Abandoned shopping cart
    132. 132. Status or preference change</li></li></ul><li>4 Components<br />
    133. 133. Thanks!<br /><ul><li> 60% Open Rate
    134. 134. Nearly 200% higher than our broadcast average
    135. 135. 18.5% Click through rate
    136. 136. More than 200% higher
    137. 137. 60% higher conversion rate than overall average</li></li></ul><li>Happy Birthday<br /><ul><li>52% Open Rate
    138. 138. (Nearly 150% higher than broadcast average)
    139. 139. 13.8% Click through rate
    140. 140. (125% higher than broadcast average)
    141. 141. 10% higher conversion rate and slightly higher average order value.</li></li></ul><li>Purchase Anniversary<br /><ul><li> 30% Open Rate
    142. 142. 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 />
    143. 143. 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 />
    144. 144. Resources<br />Whitepaper, Email Marketing Goes Social<br />Emails Gone Viral, Social Sharing Benchmark Study<br />
    145. 145. Q&A <br />lmcdonald@silverpop.com@Silverpop@LorenMcDonaldwww.slideshare.net/silverpopwww.silverpop.com<br />john.getze@monster.com@johngetzewww.monster.com<br />
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