Email role in a world gone mocial sexy email

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  • Check-ins are popular and extremely hot right now. By creating engaging check-in programs, you can provide yet another reason for your customers or potential customers to give you permission to email them. If you’re participating in the check-in program this week, you saw how in one click you shared access to your email address and foursquare check-ins with us.You can create many different types of programs with check-ins that will make customers excited to engage with your brand.
  • No longer are we accessing the internet through a nice big desktop screenLaptops.. Netbooks are all growingAnd more are coming – ipad.. tablets.. And then there is mobile..
  • By providing content that is educational in nature rather than promotional can lead to longer term growth in fans and active usersCamping retailer – when they focused on education their conversion rates generated went from 4% to 10% as opposed to a buy buybuy / discount messageShaving manufacturerFood mixerUGC plays into this
  • By providing content that is educational in nature rather than promotional can lead to longer term growth in fans and active usersCamping retailer – when they focused on education their conversion rates generated went from 4% to 10% as opposed to a buy buybuy / discount messageShaving manufacturerFood mixerUGC plays into this
  • Email role in a world gone mocial sexy email

    1. 1. 21 June 2011 – LorenMcDonald<br />Amsterdam – The Netherlands<br />#sexyemail11<br />
    2. 2. In a “Mocial” World, Email Is Hotter and Sexier Than Ever<br />Loren McDonald<br />@LorenMcDonald<br />@Silverpop<br />
    3. 3. I’m Too Sexy For My Inbox!<br />
    4. 4. But isn’t social and mobile hotter and sexier than email?<br />
    5. 5. The World Has Changed<br />Marketing<br /> v<br />
    6. 6. Not a fad…but a way of life<br /> 600M 200M<br />
    7. 7. Netherlands: #1 WW<br />Market Penetration<br />
    8. 8. Facebook vsHyves<br />Facebook 6.56M<br />7.65M<br />2010 Growth: 76% -1%<br />
    9. 9. Smartphone Sales Pass PC Sales<br />Q4 2010<br />
    10. 10. 40+ Tablets Expected to Ship in 2011<br />
    11. 11. Mobile Apps are Exploding<br />25 billion downloaded by 2015 <br />Juniper Research<br />
    12. 12. Just Passed 10 Million Users<br />
    13. 13. Buzz<br />ROI<br />
    14. 14. So How About 2 Billion <br />Email Users?<br />Radacati Group<br />
    15. 15. It’s Mobile – Anywhere & Everywhere<br />Coffee shop<br />Context<br />
    16. 16. Social vs Email<br />Conversation<br />Conversion<br />Email drives the ROI in Mocial<br />
    17. 17. Automation & Triggers<br />Nurture<br /> & Convert<br />
    18. 18. So Email Marketing is Still…<br />+<br />HOT<br />SEXY<br />
    19. 19. So let’s not freak out – OK?<br />
    20. 20. But …<br />email marketers must <br />adopt, adapt and improve.<br />
    21. 21. M O C I A L S !<br />MEET<br />THE<br />Mocial and email marketing – the next super group!<br />
    22. 22. So what the heck is a mocial?<br />
    23. 23.
    24. 24.
    25. 25. “mo + ci + al”<br />
    26. 26. Email Marketing in a Mocial World<br />
    27. 27. So what is the current / future state of “mocial” marketing?<br />
    28. 28. <ul><li>500 Silverpop clients
    29. 29. April 2011
    30. 30. Use of social, mobile, local and email channels</li></li></ul><li>How integrated are your marketing programmes across email, social and mobile? <br />75%<br />Yes / <br />Somewhat<br />
    31. 31.
    32. 32. Email vs Likes/Followers<br />
    33. 33. 48%: <br />Have/Plan <br />to add<br />
    34. 34.
    35. 35. …Don’t forget Twitter<br />
    36. 36.
    37. 37. Transition: Share>Find>Follow>Like<br />
    38. 38. 78% Including Social Links in Emails<br />Internet Retailer <br />500 Study<br />
    39. 39. More Than 2/3 Include Like/Follow<br />Internet Retailer <br />500 Study<br />
    40. 40. Promote Likes/Follows<br />
    41. 41. Do You Offer Email Opt-in with SMS<br />81% <br />say<br />No or<br />No Plans<br />
    42. 42. Get out your phones<br />Text to 12345<br />ABCD ADD [your email address]<br />
    43. 43. SMS Text to Email Opt-in<br />Events<br />Point <br />Of<br />Purchase<br />Billboards<br />
    44. 44. Does your company have a mobile app?<br />66% have<br />/ plan to<br />
    45. 45. 25+% of Apps Used Only Once<br />
    46. 46. Use email<br />to drive adoption/use <br />of apps and <br />check-ins<br />
    47. 47. App: Missed Email Opportunity<br />
    48. 48. Implementing local check-in campaigns?<br />77% <br />Don’t Know / <br />Have no plans <br />
    49. 49.
    50. 50. Acquisition<br />Foursquare check-ins/opt-ins<br />Programmes<br /><ul><li>Loyalty Programmes
    51. 51. Contests
    52. 52. Scavenger Hunts</li></li></ul><li>Impact on Email Marketing<br />
    53. 53. Going Mobile / Screensize-apalooza<br />
    54. 54. Where is My Email Being Read?<br />
    55. 55. Context Means…<br />
    56. 56. The New Design Challenge<br />Old mouse<br />New mouse<br />
    57. 57. Do Your Email’s Have the Touch?<br />Source: StyleCampaign.com, Litmus<br />
    58. 58. Impact on Email Marketing<br />
    59. 59. Old Rule:<br />Sell the sizzle, not the steak.<br />
    60. 60. New Rule:<br />Educate with grilling tips, recipes and wine pairing.<br />
    61. 61. Let Customers Do the Selling<br />
    62. 62.
    63. 63. Get Real<br />Get Human<br />Add Value<br />
    64. 64. Impact on Email Marketing<br />
    65. 65. Social is the New Broadcast<br />
    66. 66. Try Doing this with Social Media<br />
    67. 67. Email Sophistication Progression<br />
    68. 68. Email’s Strengths<br />
    69. 69. Triggers<br />
    70. 70. Did You Forget Something?<br />A Special Offer To Return To Tafford<br />
    71. 71. Abandoned Cart Indexed Results…<br />
    72. 72. Sample Results: CAR vs Promotional Emails<br />
    73. 73. 0.3% Volume but 18.6% of Email Revenue<br />
    74. 74. Automation Enhances Email’s Role<br />Welcome <br />Campaigns<br />1st Purchase Campaigns<br />Repeat Purchase Campaigns<br />Loyalty Campaigns<br />Reengagement Campaigns<br />100<br />300<br />400<br />600<br />-400<br />-200<br />Subscribers / Visitors<br />1st Time<br />Customers<br />Repeat<br />Customers<br />Unengaged Customers<br />Loyal<br />Customers<br />-<br />+<br />+<br />+<br />
    75. 75. Email Rocks More Than Ever<br />
    76. 76. What are you doing to <br />advance your email program<br />in a world gone mocial?<br />
    77. 77. Q & A / Contact Information<br />Loren McDonald<br />lmcdonald@silverpop.com<br />Twitter: @LorenMcDonald<br />Twitter: @Silverpop<br />www.slideshare.net/silverpopwww.silverpop.com<br />

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