Mocial - Email Marketing's Role in a World Gone Mocial eMA

Email’s Role in a World Gone “Mocial”

Are Phone Calls Dead?

Change…not death

So let’s not freak out – OK?

But it is time to…Get Smart

Role ofWhat’s a EmailMocial? Marketing Email Q&A Mocial Prescription

What’s aMocial?

Mobile Social Local“mo + ci + al”

Location/Context Function Content Reach Channels

Everything is social

Mobile Apps are Exploding 25 billion downloaded by 2015 Juniper Research

The Unified Inbox is “here”…

Not a fad…but a way of life 600M 200M

OK, well email may be boring Radacati Group

2 Billion kind of boring

120,000 Sample Reach: Email vs Facebook Followers100,000 80,000 60,000 40,000 20,000 0 Email Database Facebook

The Old Content ParadigmMarketing Marketing Consumer Creates Distributes Responds

New Content ParadigmConsumer Consumer Marketer Creates Distributes Repackages Marketer Consumer Redistributes Responds

Social Media Function

Location – Anywhere & Everywhere Coffee shop Context

40+ Tablets Expected to Ship in 2011

Role of EmailMarketing

Social is the New Broadcast

Social vs EmailConversation Conversion

Email Sophistication Progression Behavior /Broadcast Segmented Triggered

Nurture Highly TransactionalPersonalized Email’s StrengthsTriggered off Dynamic Behavior Campaign Tracks

Email Gets More SocialAnd Enhances Mocial

Email MocialPrescription

Email/Mocial PrescriptionIntegrate Humanize Shift

Don’t add share links to your emails Just kidding 

Shareworthy?

“Doughboy” + Valentine = Shareworthy

Promote Likes/Follow

Enable Channel Options

Facebook Messages

Primary call to action is missing in initial Facebook Messages window

Know Your Audience Source: Unica Corporation/Pivotal Veracity

Design for “Everything” Pre-header text Clear CTAs & links Alt attributes (tags) HTML text over image-based Design for touch Font size Font color Scalable fonts/images

25+% of Apps Used Only Once

Incorporate Email in Mocial ChannelsChipotle doesn’t, beyond confirmation emails – don’t miss the email boat!

Get RealGet HumanAdd Value

not dead, but…

…content that educates and solves problems is becoming more powerful..

Old Rule:Sell the sizzle, not the steak.

New Rule:Educate with grilling tips,recipes and wine pairing.

Sell by Educating

How-to video

Let Customers Do the Selling

Leverage UGC

Incorporate Employees

• Real person • Service tone • 50% conversion rateCalls for Aaron

Leverage the Power of ReviewsEmails drive consumer creation of reviews• 6% of online Americans post ratings andreviews of products at least monthly• 25% of online adults read these ratingsand reviews at least monthly

UsePersonality to Engage

Shift your email program to behavior-based & triggers / automation

Use Pre- to Post-Purchase Emails Pre-Transaction Purchase Process Post-Purchase Relationship• Browse • Order • Satisfaction • Bounceback abandonment Confirmation Survey • Account reminder• Cart • Order status • Review request • Loyalty programs abandonment • Shipping notice • Review • Account status • Shipment notification • Purchase confirmation • Recommendation anniversary • Trip preparation • Replenishment • Repurchase • Upgrades Right time, right message!

Email Becomes aDynamic Content Platform

Leverage Other Technologies

Leverage Marketing Automation Welcome 1st Purchase Repeat Loyalty Reengagement Campaigns Campaigns Purchase Campaigns Campaigns Campaigns 100 300 400 600 -200 -400 Subscribers / 1st Time Repeat Loyal Unengaged Visitors Customers Customers Customers Customers

SummaryIntegrate Humanize Shift

Resources• Resource Center – White papers – Webinars – Blogs – Case studies – Newsletters – http://www.silverpop.com/marketing-resources/index.html• Many presentations on SlideShare – www.slideshare.net/Silverpop

Q & A / Contact Information • Loren McDonald – lmcdonald@silverpop.com – Twitter: @LorenMcDonald – Twitter: @Silverpop www.slideshare.net/silverpop www.silverpop.com

Mocial - Email Marketing's Role in a World Gone Mocial eMA

by Silverpop on Apr 24, 2011

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Mocial - Email Marketing’s Role in a World Gone Mocial eMA — Presentation Transcript

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