Email Gone Viral Email Share To Social

Email Gone Viral: How To Extend Email Reach Through Social Sharing
Loren McDonald, Silverpop
@LorenMcDonald
@Silverpop

Email FTAF is The Old Viral
Less than 0.1% CTR

Social Email is The New Viral
0.5% CTR

One to One to Many

Extends the Reach of Email
Social network users are, on average, connected to
between 100 and 150 friends
24% average
increased reach

High-Value Sharers Emerge

Agenda
How Does Share-to-Social Work?
The 6 Keys to Success
Key Takeaways
Q & A

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 #?

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 – Near Top

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/Offers
Link Style/Layout/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

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

Contact Information
lmcdonald@silverpop.com@Silverpop@LorenMcDonaldwww.slideshare.net/silverpopwww.silverpop.com