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6 Keys To Email Sharing

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Joint presentation from Loren McDonald, SIlverpop and Brian Brown, ideapark at the MIMA Annual Summit on the key success factors for incorporating social sharing into your email marketing program and …

Joint presentation from Loren McDonald, SIlverpop and Brian Brown, ideapark at the MIMA Annual Summit on the key success factors for incorporating social sharing into your email marketing program and messages.

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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.
  • Transcript

    • 1. 6 Keys to Successful Integration of Social Networks and Email
      Brian Brown, ideapark @idpkbrian
      Loren McDonald, Silverpop -@LorenMcDonald
    • 2. Email is Dead, Right?
      CAN-SPAM Act
      Twitter
      SPAM
      Changing
      Demographics
      RSS
      Facebook
      IM
      Mobile
      Overloaded inbox
    • 3. Twitter is Hot, But Email is Ubiquitous
      Twitter has roughly
      50 million users
      *The Radicati Group
      Email has more than
      1.4 billion worldwide users*
    • 4. In Fact, Social Usage = More Email Usage
    • 5. Email marketing outperforms virtually all other media in terms of ROI*
      *DMA, CMO Council
      Email Still Rules Dude
    • 6. Social Email is The New Viral
      Less than 0.1% CTR
      0.5% CTR
    • 7. One to One to Many
    • 8. Extends the Reach of Email
      Social network users are, on average, connected to
      between 150 and 200 friends
      24% average
      increased reach
    • 9. High-Value Sharers Emerge
    • 10. Agenda and Goals
      Agenda
      How Does Share-to-Social Work?
      The 6 Keys to Success
      Key Takeaways
      Q & A
      Goals
      Provide context
      Better understanding of sharing
      Share best practices
      Provide benchmarks
    • 11. Share-to-Social (S2S)/Share With Your Network (SWYN): How it Works
    • 12. This is NOT Share-to-Social/SWYN…
      But this is…
    • 13. Insert Share Links
      ESP
      Or
      Custom Coding
      http://www.email-marketing-reports.com/iland/2008/10/coding-emails-and-landing-pages-with.html
    • 14. Personalized by recipient
    • 15. Shared with Friends
    • 16. The 6 Keys to Successful Integration of Social Networks and Email
    • 17. 6 Keys to Successful Social/Email Integration
    • 18. 1. Understand What Motivates People to Share
    • 19. What Motivates People to Share?
    • 20. Contributing to the Conversation
      Sharing benefits people through the value of the information shared in return
    • 21. Self Interest
      Sharing rewards the pocketbook
    • 22. Altruism
      Sharing makes them feel good
    • 23. Validation
      Sharing feeds the ego
    • 24. Affinity
      Sharing makes people feel more a part of the "community"
    • 25. Prurience
      Sharing makes people feel less guilty for gawking
    • 26. 2. Target the right social networks and media
    • 27. Facebook Links Included 100% of the Time
      B2B Emails
      LinkedIn = 83%
    • 28. Are 4 to 5 Networks the Right #?
    • 29. Smaller Networks Generate Higher Share of Clicks
      # of Share Clicks / Message Unique Clicks
    • 30. …But Facebook is Most Effective
      Which social networks drive the
      most additional email “views/opens”?
      Facebook has highest social network effectiveness:
      • Average = 68%
      • 31. Top Quartile average = 195%
    • Keys to Targeting the Right Networks
      Utilize third-party research
      Survey subscribers/Monitor network activity
      Test and analyze click/share activity
      Identify subtrends
      e.g., High-value sharers
      Kill the losers
    • 32. 3. Educate subscribers on how/why to share
    • 33. Why Education is Key
      Despite growth, “sharing” is still early
      Different levels of social adoption
      Sharing features/networks can differ in approaches
    • 34. Share to Social in Action
      Announce…
    • 35. Explain...
    • 36. Encourage
    • 37. 4. Optimize email sharing design and link location
    • 38. Link Location - Top, Middle or Bottom?
    • 39. Content, Content, Content
    • 40. Eat Better America - Bottom
    • 41. Eat Better America - Top
    • 42. Dinner Made Easy - Bottom
    • 43. Dinner Made Easy – Near Top
    • 44. Consider Blocked Images
    • 45. 5. Create shareworthy content
    • 46. 8 Keys to Shareworthy Emails
    • 47. What B2B Emails Are Shareworthy?
      • Relevant Articles
      • 48. Event /Webinar Notifications
      • 49. News / Press Releases
    • B2C - Recipes Are Naturally Viral
    • 50. What’s Not Shareworthy?
      • Highly Personalised Emails
      • 51. Transactional Emails
      • 52. Long newsletters
      • 53. Negative News
    • “Dough” + Valentine = Shareworthy
    • 54. 6. Test, Analyze and Refine for Increased Sharing
    • 55. Test – What’s Working/Not Working
      Copy
      Link Style
      Link Location
      Broad versus Narrow Focus Messages
      Viral-Only Messages
      High-Value Sharers…
    • 56. Identify Key Influencers
      Identify recipientswho shared yourmessage
      Create lists of key influencers
      Target them with future offers andincentives
    • 57. How to Measure Success
      Process
      Email share click-through rate
      Network opens/rate
      Network clicks/rate
      Performance by network
      Who is sharing – influencer rates
      Output
      New subscribers
      Additional reach
      Conversions/revenue
    • 58. Takeaways/Resources
    • 59. What to Tell Your Boss
      $0
      5X
      25%
    • 60. ...but it does require more than just inserting links
    • 61. Key Takeaways
      Narrow your network focus
      Make it easy to share
      Determine what your subscribers find most ‘Shareworthy’
      Identify and reward your key influencers
      Test everything and don’t be afraid to fail
    • 62. Resources
      Whitepaper, Email Marketing Goes Social
      Emails Gone Viral, Social Sharing Benchmark Study
      Shareworthy card
    • 63. Q&A
    • 64. Contact Information
      brian@ideapark.com
      @idpkbrian
      www.ideapark.com
      lmcdonald@silverpop.com@Silverpop@LorenMcDonaldwww.slideshare.net/silverpopwww.silverpop.com