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Email role in a world gone mocial sexy email
 

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 Email role in a world gone mocial sexy email Presentation Transcript

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