Integrating Email Marketing & Social Media

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Integrating Email Marketing & Social Media to meet your business goals …

Integrating Email Marketing & Social Media to meet your business goals


In 2008, 33% of online users were monthly users of social networks1
Social network users are, on average, connected to between 150 and 200 friends2
40% of email participants use social sites to gather product information and recommendations3






1. “Social Media Consumption” – Jupiter Research, September 23, 2008
2. “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
3. “Targeting Influential E-mail Subscribers,” Jupiter Research, July 2008

92% of adult Internet users send or read email — far more than regularly visit any social network*
Email marketing outperforms virtually all other media in terms of ROI** - (DMA and CMO Council)
Email marketing spend in the US will reach $2 billion by 2014. - (Forrester Research)
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

11% of the message clicks were on the social share buttons

Generated an additional 1,250 “new” opens.

Assuming that each sharer had 100 friends, we estimate the summary was viewed an additional 61,000 times.


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  • 1. Integrating Email Marketing & Social Media to meet your business goals
  • 2. Presenter – Belmond Victor SEO & Email Marketing Manager Over 6 years in the IT & Online Marketing space Masters in Business Administration Worked with Fortune 500 and start up companies Worked on various successful marketing campaigns for B2B and B2C clients 2
  • 3. OverviewEvolution of Social MediaIntegration Email with Social MediaIntegrating learning’s with your email campaignConclusion 3
  • 4. The old way of speakingto customers has shifted...
  • 5. From Push...Direct Mail, Bulk Email, Radio, TV,...
  • 6. ...to Pull...Search, PPC, Blogs
  • 7. ...to Engagement and SharingSocial, Conversations, Participation, Feedback,UGC
  • 8. Your brand used to be defined here...
  • 9. ...Now it’s defined here.By your market... Not just your marketing!
  • 10. Let’s consider the implicationsYou define your brand and influence it.You help shape it.But, you do not control it.
  • 11. 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 friends2 40% of email participants use social sites to gather product information and recommendations31. “Social Media Consumption” – Jupiter Research, September 23, 20082. “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 Communication3. “Targeting Influential E-mail Subscribers,” Jupiter Research, July 2008
  • 12. So is email marketing dead?
  • 13. WSJ Thinks so…. “ Email has had a good run as king of communications. But its reign is “ over. 13
  • 14. Email is alive and well  92% of adult Internet users send or read email — far more than regularly visit any social network*  Email marketing outperforms virtually all other media in terms of ROI** - (DMA and CMO Council)  Email marketing spend in the US will reach $2 billion by 2014. - (Forrester Research)  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
  • 15. Email Still Rocks for Business Communications
  • 16. Email Consumption Habits Source: Nielsen Company
  • 17. Integrating Email with Social Media
  • 18. The efficacy of a normal email campaign
  • 19. Social networks expand virally
  • 20. Social Networking Activities
  • 21. Social email is the new viral
  • 22. Recipient Taken to Social Site Email recipient can add their own comments or endorsements Email Subject line becomes “Title” and Users can select a “Mailing Notes”thumbnail from some become the Meta of the images in teaser-text to be email, or opt to not displayed. include a picture
  • 23. Friends Are Notified in Their “News Feed” Whit Lanier posted a link: Downtown Atlanta Restaurant Week “This Looks Like a lot of fun” No tickets and no coupons! During Downtown Atlanta Restaurant Week, simply make a reservation, show up, and ask your server for the Restaurant Week 3-course prix-fixe menu http://www.opentable.com/blahblahblha_linkypoo%track ing%
  • 24. Share to Social in Action11% of the message clicks were on the social share buttonsGenerated an additional 1,250 “new” opens.Assuming that each sharer had 100 friends, we estimate the summary was viewed an additional 61,000 times.
  • 25. Making it Work for You© 2009 Confidential | intelligent marketing & technology solutions
  • 26. Know what networks work for you
  • 27. Optimize for those networks
  • 28. Optimize for those networks
  • 29. Optimize for those networks 30
  • 30. 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
  • 31. 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 give incentives for sharing.
  • 32. What B2B emails are Shareworthy? Relevant  Event /Webinar  News / Press Articles Notifications Releases
  • 33. What’s not Shareworthy? × Highly Personalised Emails × Transactional Emails × Negative News
  • 34. Conclusion© 2009 Confidential | intelligent marketing & technology solutions
  • 35. Email Marketing 1.0 vs. Email Marketing 2.0 © 2009 Confidential | intelligent marketing & technology solutions 36
  • 36. Social Media and Email Marketing Marriage © 2009 Confidential | intelligent marketing & technology solutions 37
  • 37. About Regalix Forefront of Online Marketing, Research and Web 2.0 portals Multi-disciplinary Leadership Team Fortune 500 and Venture-Backed Customers (B2B and B2C) Global Operations: HQ in Silicon Valley, 4 Offices 150+ Team, Built on 8+ years of research Recognition 38
  • 38. Learn more about Regalix at: www.regalix.com Contact: Belmond VictorSEO & Email Marketing ManagerEmail: bvictor@regalix-inc.com 39