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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   ...
The Old Content ParadigmMarketing   Marketing     Consumer Creates    Distributes   Responds
New Content ParadigmConsumer     Consumer        Marketer Creates     Distributes    Repackages              Marketer     ...
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                StrengthsTri...
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
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 fo...
25+% of Apps Used Only Once
Incorporate Email in Mocial ChannelsChipotle doesn’t, beyond confirmation emails – don’t miss the email boat!
Email/Mocial PrescriptionIntegrate  Humanize    Shift
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 ...
UsePersonality to Engage
Email/Mocial PrescriptionIntegrate  Humanize    Shift
Shift your email program  to behavior-based & triggers / automation
Use Pre- to Post-Purchase Emails Pre-Transaction      Purchase Process      Post-Purchase         Relationship• Browse    ...
Email Becomes aDynamic Content Platform
Leverage Other Technologies
Leverage Marketing Automation           Welcome         1st Purchase       Repeat           Loyalty    Reengagement       ...
SummaryIntegrate Humanize   Shift
Resources• Resource Center   –   White papers   –   Webinars   –   Blogs   –   Case studies   –   Newsletters   –   http:/...
Q & A / Contact Information • Loren McDonald    – lmcdonald@silverpop.com    – Twitter: @LorenMcDonald    – Twitter: @Silv...
Mocial - Email Marketing's Role in a World Gone Mocial eMA
Mocial - Email Marketing's Role in a World Gone Mocial eMA
Mocial - Email Marketing's Role in a World Gone Mocial eMA
Mocial - Email Marketing's Role in a World Gone Mocial eMA
Mocial - Email Marketing's Role in a World Gone Mocial eMA
Mocial - Email Marketing's Role in a World Gone Mocial eMA
Mocial - Email Marketing's Role in a World Gone Mocial eMA
Mocial - Email Marketing's Role in a World Gone Mocial eMA
Mocial - Email Marketing's Role in a World Gone Mocial eMA
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Mocial - Email Marketing's Role in a World Gone Mocial eMA

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

  1. 1. Email’s Role in a World Gone “Mocial”
  2. 2. Are Phone Calls Dead?
  3. 3. Change…not death
  4. 4. So let’s not freak out – OK?
  5. 5. But it is time to…Get Smart
  6. 6. Role ofWhat’s a EmailMocial? Marketing Email Q&A Mocial Prescription
  7. 7. What’s aMocial?
  8. 8. Mobile Social Local“mo + ci + al”
  9. 9. Location/Context Function Content Reach Channels
  10. 10. Everything is social
  11. 11. Mobile Apps are Exploding 25 billion downloaded by 2015 Juniper Research
  12. 12. The Unified Inbox is “here”…
  13. 13. Not a fad…but a way of life 600M 200M
  14. 14. OK, well email may be boring Radacati Group
  15. 15. 2 Billion kind of boring
  16. 16. 120,000 Sample Reach: Email vs Facebook Followers100,000 80,000 60,000 40,000 20,000 0 Email Database Facebook
  17. 17. The Old Content ParadigmMarketing Marketing Consumer Creates Distributes Responds
  18. 18. New Content ParadigmConsumer Consumer Marketer Creates Distributes Repackages Marketer Consumer Redistributes Responds
  19. 19. Social Media Function
  20. 20. Location – Anywhere & Everywhere Coffee shop Context
  21. 21. 40+ Tablets Expected to Ship in 2011
  22. 22. Role of EmailMarketing
  23. 23. Social is the New Broadcast
  24. 24. Social vs EmailConversation Conversion
  25. 25. Email Sophistication Progression Behavior /Broadcast Segmented Triggered
  26. 26. Nurture Highly TransactionalPersonalized Email’s StrengthsTriggered off Dynamic Behavior Campaign Tracks
  27. 27. Email Gets More SocialAnd Enhances Mocial
  28. 28. Email MocialPrescription
  29. 29. Email/Mocial PrescriptionIntegrate Humanize Shift
  30. 30. Don’t add share links to your emails Just kidding 
  31. 31. Shareworthy?
  32. 32. “Doughboy” + Valentine = Shareworthy
  33. 33. Promote Likes/Follow
  34. 34. Enable Channel Options
  35. 35. Facebook Messages
  36. 36. Facebook Messages
  37. 37. Primary call to action is missing in initial Facebook Messages window
  38. 38. Know Your Audience Source: Unica Corporation/Pivotal Veracity
  39. 39. 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
  40. 40. 25+% of Apps Used Only Once
  41. 41. Incorporate Email in Mocial ChannelsChipotle doesn’t, beyond confirmation emails – don’t miss the email boat!
  42. 42. Email/Mocial PrescriptionIntegrate Humanize Shift
  43. 43. Get RealGet HumanAdd Value
  44. 44. not dead, but…
  45. 45. …content that educates and solves problems is becoming more powerful..
  46. 46. Old Rule:Sell the sizzle, not the steak.
  47. 47. New Rule:Educate with grilling tips,recipes and wine pairing.
  48. 48. Sell by Educating
  49. 49. How-to video
  50. 50. Let Customers Do the Selling
  51. 51. Leverage UGC
  52. 52. Incorporate Employees
  53. 53. • Real person • Service tone • 50% conversion rateCalls for Aaron
  54. 54. 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
  55. 55. UsePersonality to Engage
  56. 56. Email/Mocial PrescriptionIntegrate Humanize Shift
  57. 57. Shift your email program to behavior-based & triggers / automation
  58. 58. 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!
  59. 59. Email Becomes aDynamic Content Platform
  60. 60. Leverage Other Technologies
  61. 61. 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
  62. 62. SummaryIntegrate Humanize Shift
  63. 63. 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
  64. 64. Q & A / Contact Information • Loren McDonald – lmcdonald@silverpop.com – Twitter: @LorenMcDonald – Twitter: @Silverpop www.slideshare.net/silverpop www.silverpop.com
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