Richard Evans: Social Media Integration into eMail Marketing

Social Media Integration into Email Marketing Richard Evans, Silverpop
OfficeArrow, LLC. 2009.

Let’s talk social sharing in email...
Marketing shifts
How email intersects with social
Case example
54 million recipients tell us what works
Hints and tricks to get you started

Marketing has forever changed

The old way of speaking to customers has shifted...

From Push...
Direct Mail, Bulk Email, Radio, TV,...

...to Pull...
Search, PPC, Blogs

...to Engagement and Sharing
Social, Conversations, Participation, Feedback,UGC

Your brand used to be defined here...

...Now it’s defined here.
By your market... Not just your marketing!

The exploding ‘Groundswell’
“Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you on social networking sites like Facebook. These are all elements of a social phenomenon that has created a permanent shift in the way the world works. Most companies see it as a threat.
You can see it as an opportunity.”

Let’s consider the implications
You define your brand and influence it.
You help shape it.
But, you do not control it.

Let’s consider ALLthe implications
You have 24/7 market insight.
More (and less costly)methods of engaging.
Tens of thousands of people who can and will carry your message forward.

The power of social media
In 2008, 33%of online users were monthly users of social networks1
Social network users are, on average, connected to between 150 and 200 friends3
40% of email participants use social sites to gather product information and recommendations4
“Social Media Consumption”– Jupiter Research, September 23, 2008
“Social Technographics, Mapping Participation in Activities Forms the Foundation of Social Strategy,” Forrester Research, April 2007
3. “The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites,” by Ellison, Steinfield and Lampe: Department of Telecommunication, Information Studies, and Media Michigan State University; 2007 Journal of Computer-Mediated Communication
4. “Targeting Influential E-mail Subscribers,” JupiterResearch, July 2008

So is email marketing dead?

92% of adult Internet users send or read email — far more than regularly visit any social network*
According to The Direct Marketing Association and CMO Council, email marketing outperforms virtually all other media in terms of ROI**
Email delivers one of the lowest costs per order and 2-times the ROI of any other digital channel**
*Pew American Life & Internet Study
**AberdeenGroup
Email is alive and well

Integrating Email with Social

The efficacy of a normal email campaign

Social networks expand virally

Social email is the new viral

Extend your reach
Brand exposure
Impressions
Acquisition
List growth

Generate buzz
Viral buzz
Word of mouth
Brand awareness

Identify your influencers
Loyal enthusiasts
Brand evangelists
Your connection to a wider market

Case Study
National Express East Coast Trains

National Express East Coast Trains
Company Overview
National Express ECT are a UK National Train Operating Company
Have a well established email communications program which includes targeted content for newsletters and special offers
Challenge
Wanted a cost effective and efficient way to get their offers, already well received, into the wider community
Solution
Integration of their email communications with social networks through the utilisation of the new ‘Share-to-Social’

National Express + Share to Social

Email recipients can add their own comments or endorsements
Email Subject line becomes “Title” and “Mailing Notes” become the description teaser-text to be displayed.
Users can select a thumbnail from some of the images in email, or opt to not include a picture
Recipient taken to social site

Results
800 recipients shared the email offer
80,000 additional impressions
8% list growth
33% people who viewed a shared item clicked through to the offer
3x CTR of their standard emails

Making it work for you
Hints and Tips

Make your messages Shareworthy
Build trust and engage with your customers.
Know what motivates your customers.
Create and state value.
Make sharing options visible and easy.
Reward and incent sharing.

What B2B emails are Shareworthy?
Relevant Articles
Event /Webinar Notifications
News / Press Releases

What’s not Shareworthy?
Highly Personalised Emails
Transactional Emails
Long newsletters
Negative News

A First Look
2009 Social Sharing Study

Offer in subject line
24%increase in sharing activity
6%increase in views of shared content

Branding in subject line
89%increase in sharing activity
58%increase in VIEWS of shared content
293%increase in CLICK THROUGHS on shared content

Business-to-Business
57%higher rate of sharing compared to B2C

Most popular…
100% Included in every mailing

Most popular…
68%Social Network Effectiveness

Placement and style

Lifespan of viral email
7 dayson average

Putting it to use

Add the links to your messages

Know what networks work for you

Optimize for those networks

Getting started with social email
Focus on ‘Shareworthiness’
Make it easy to share
Monitor social ‘buzz’ (and engage)
Identify and reward your influencers
Test everything and don’t be afraid to fail

Resources
Whitepaper, Email Marketing Goes Social
Emails Gone Viral, Social Sharing Benchmark Study

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Richard Evans: Social Media Integration into eMail Marketing

by LIFT Summit 2009 on Sep 23, 2009

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