6 Keys To Email Sharing

6 Keys to Successful Integration of Social Networks and Email
Brian Brown, ideapark @idpkbrian
Loren McDonald, Silverpop -@LorenMcDonald

Email is Dead, Right?
CAN-SPAM Act
Twitter
SPAM
Changing
Demographics
RSS
Facebook
IM
Mobile
Overloaded inbox

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*

In Fact, Social Usage = More Email Usage

Email marketing outperforms virtually all other media in terms of ROI*
*DMA, CMO Council
Email Still Rules Dude

Social Email is The New Viral
Less than 0.1% CTR
0.5% CTR

One to One to Many

Extends the Reach of Email
Social network users are, on average, connected to
between 150 and 200 friends
24% average
increased reach

High-Value Sharers Emerge

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

Share-to-Social (S2S)/Share With Your Network (SWYN): How it Works

This is NOT Share-to-Social/SWYN…
But this is…

Insert Share Links
ESP
Or
Custom Coding
http://www.email-marketing-reports.com/iland/2008/10/coding-emails-and-landing-pages-with.html

Personalized by recipient

Shared with Friends

The 6 Keys to Successful Integration of Social Networks and Email

6 Keys to Successful Social/Email Integration

1. Understand What Motivates People to Share

What Motivates People to Share?

Contributing to the Conversation
Sharing benefits people through the value of the information shared in return

Self Interest
Sharing rewards the pocketbook

Altruism
Sharing makes them feel good

Validation
Sharing feeds the ego

Affinity
Sharing makes people feel more a part of the "community"

Prurience
Sharing makes people feel less guilty for gawking

2. Target the right social networks and media

Facebook Links Included 100% of the Time
B2B Emails
LinkedIn = 83%

Are 4 to 5 Networks the Right #?

Smaller Networks Generate Higher Share of Clicks
# of Share Clicks / Message Unique Clicks

…But Facebook is Most Effective
Which social networks drive the
most additional email “views/opens”?
Facebook has highest social network effectiveness:

Average = 68%
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

3. Educate subscribers on how/why to share

Why Education is Key
Despite growth, “sharing” is still early
Different levels of social adoption
Sharing features/networks can differ in approaches

Share to Social in Action
Announce…

Explain...

Encourage

4. Optimize email sharing design and link location

Link Location - Top, Middle or Bottom?

Content, Content, Content

Eat Better America - Bottom

Eat Better America - Top

Dinner Made Easy - Bottom

Dinner Made Easy – Near Top

Consider Blocked Images

5. Create shareworthy content

8 Keys to Shareworthy Emails

What B2B Emails Are Shareworthy?

Relevant Articles
Event /Webinar Notifications
News / Press Releases

B2C - Recipes Are Naturally Viral

What’s Not Shareworthy?

Highly Personalised Emails
Transactional Emails
Long newsletters
Negative News

“Dough” + Valentine = Shareworthy

6. Test, Analyze and Refine for Increased Sharing

Test – What’s Working/Not Working
Copy
Link Style
Link Location
Broad versus Narrow Focus Messages
Viral-Only Messages
High-Value Sharers…

Identify Key Influencers
Identify recipientswho shared yourmessage
Create lists of key influencers
Target them with future offers andincentives

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

Takeaways/Resources

What to Tell Your Boss
$0
5X
25%

...but it does require more than just inserting links

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

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

Q&A

Contact Information
brian@ideapark.com
@idpkbrian
www.ideapark.com
lmcdonald@silverpop.com@Silverpop@LorenMcDonaldwww.slideshare.net/silverpopwww.silverpop.com