Email Marketing Goes Social<br />How Email and Social Networking can Work Together<br />ADMA Forum 2009<br />July 9th, 200...
Speakers & Agenda<br />Agenda<br />How email intersects with social<br />How does it work<br />Case Studies<br />Sneak-Pea...
Integrating Email with Social<br />
The Informed Consumer<br />Customers & Prospects are:  <br /><ul><li>More informed than ever
Seeking out relationships
Asserting more control
Expecting companies to participate in dialogues with them  </li></li></ul><li>The Rise of Communities<br />In Australia, 7...
So Is Email Marketing Dead?<br />
92% of adult Internet users send or read email — more than regularly visit any social network*<br />Email still delivers o...
The efficacy of a normal email campaign<br />
Social networks expand virally<br />
Social email is the new viral<br />
Social email is the new viral<br />
Extend your reach<br />Brand exposure<br />Impressions<br />Acquisition<br />List growth<br />
Generate buzz<br />Viral buzz<br />Word of mouth<br />Brand awareness<br />
Generate more than just buzz<br />Reach more buyers<br />In more places<br />With less effort<br />And little to no additi...
Identify your influencers<br />Loyal enthusiasts<br />Brand evangelists<br />Your connection to a wider market<br />
How does it work<br />
Select social networks during creative<br />
Icons are added to creative<br />
Recipients share to the network<br />Email recipient can add their own comments or endorsements<br />Email Subject line be...
Friends are notified<br />
You report and target<br />
Identify key influencers<br />Identify recipientswho shared yourmessage<br />Create lists of key influencers	<br />Target ...
Are you Shareworthy?<br />Hints and Tips<br />
Make your messages Shareworthy<br /><ul><li>Build trust and engage with your customers.
Know what motivates your customers.
Keep the message simple.
State the value.
Make sharing options visible and easy.</li></li></ul><li>What B2C emails are Shareworthy?<br /><ul><li>Great offers
New season / product announcements
Sale Notifications</li></li></ul><li>What B2B emails are Shareworthy?<br /><ul><li>Relevant Articles
Event /Webinar Notifications
News / Press Releases</li></li></ul><li>What’s not Shareworthy?<br /><ul><li>Highly Personalised Emails
Transactional Emails
Long newsletters
Negative News</li></li></ul><li>Case Studies<br />
Air New Zealand<br />Company Overview<br />Air New Zealand services the Asia/Pacific region, Europe, and North America as ...
Air New Zealand – Share to Social<br />
Air New Zealand – Share to Social<br />Sharing the right email<br /><ul><li>Relevant offer
Provides customer with flexibility of messaging and display
High “share-ability” with many options</li></li></ul><li>Comparison of Results<br />Promotional email to its Canadianlist ...
Comparison of Results<br /><ul><li>Promotional email to its UK list had an overall open rate of 24% and click rate of 4%.
Of those who posted to a social network:
44% shared on Facebook
32% shared on Twitter
Only 2% of those that share on Twitter open up the Tweet versus 97%  on Facebook!
25% of those who opened a shared post clicked through
No one clicked on the “Share with a Friend” (F2AF) link</li></li></ul><li>National Express East Coast Trains<br />Company ...
National Express – Share to Social<br />Sharing the right email<br /><ul><li>Compelling offer
Simple messages
Explanation of the links</li></li></ul><li>Results<br />800 recipients shared the email offer <br />80,000 additional impr...
A First Look<br />2009 Social Sharing Study<br />
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Email Working With Social Networks Adma July 9 09

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As social networking spreads across the digital landscape, beyond dedicated sites like Facebook and MySpace, email marketers are uniquely poised to leverage the communications channel as a venue for exposing people to their products and brands. By creating email marketing campaigns with social networking aspects, you can tap into this internet trend to influence the influencers, nurture current email relationships and increase the size of your email list.

This presentation will show delegates how Air New Zealand successfully utilised email and social networking to increase subscriber lists, revenue and response rates. In addition the session will answer what many marketers want to know - "How do I identify the social influencers on my email list?" and “What do I need to do to manage the social networking phenomenon?” The presentation will also provide numerous case examples of how other brands have found strong success incorporating social networks and other channels into their email programmes.

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  • The answer is no. A new age in marketing has arrived, one in which people are more informed than ever and are increasingly taking brands into their own hands, seeking out relationships—knowledge-based, product-based and community-based—with the companies they choose to do business with.Basically, marketers have lost control.Customers now assert more control over the brand and fully expect companies to participate in dialogues with them.
  • “Social Media Consumption”– Jupiter Research, September 23, 2008“Social Technographics, Mapping Participation in Activities Forms the Foundation of Social Strategy,” Forrester Research, April 2007 3. “The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites,” by Ellison, Steinfield and Lampe: Department of Telecommunication, Information Studies, and Media Michigan State University; 2007 Journal of Computer-Mediated Communication 4. “Targeting Influential E-mail Subscribers,” JupiterResearch, July 2008
  • Viral marketing with share to social
  • Users upload or create their content the same way they always haveUsers Place Cursor where they want the “share” links insertedUsers click new “Insert Social Network Share” button in the WYSIWYG EditorUsers Select which network sharing options they want to offer and what layout format they prefer
  • In this Facebook example, the recipient can verify that they want to post this email and adjust a few details of how the email posting will appear in their friends “News Feeds.” Each Social Network is a little different, but the all follow the general outline of this flow.
  • Once users post the email, all of their friends can see this as a story in the “News Feed.” They can also navigate to the poster’s profile page and review all of their recent activity including posts like this.
  • 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.
  • B2B Marketing emailB2B email marketing and social
  • From Larry Lentz: Share to Social allowed us to take a step back and view and analyze what we were sending out to our users. Although we saw the introduction of dynamic content being a huge step forward for us in delivering relevant content to our customers share to social made us look hard into our communication style. We questioned advocacy and how we could actually leverage our existing customers, people we have relationship opportunities with, to speak for us and on our behalf. So we stepped back and looked at our messaging and before every email we ask our selves “What about this email would make me forward this on to my friends and/or family.” If there is opportunity for immediate change then we change it, could be verbiage, could be call to action, could actually be the entire fare or campaign, but the point is we want to make sure we give that opportunity and that’s what share to social has done to Air New Zealand North America’s strategy.
  • Initial Testing
  • 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
  • Facebook result of sharing to social. Share-to-social and Share to your Network (STYN)
  • 50% of our customers use S2SBiillions of emails160 clients in study North American, EMEA, Asia Pac80/20 B2C versus B2C
  • Email best practices still reign
  • Email best practices still reign
  • Facebook was offered in 100% of all mailings evaluated. In the mailings where it was offered, items were shared to Facebook 90% of the time.Twitter – 81%
  • 4th most shared network, but 3 times the click rate
  • 1/3 of all emails had no offer associated – yet the majority were still shared.
  • Single offers, with % off is best
  • Header is 1.5x better than footer
  • Consider implications for limited time offers…sharing content continues to be referenced for up to two weeks
  • Email Working With Social Networks Adma July 9 09

    1. 1. Email Marketing Goes Social<br />How Email and Social Networking can Work Together<br />ADMA Forum 2009<br />July 9th, 2009<br />
    2. 2. Speakers & Agenda<br />Agenda<br />How email intersects with social<br />How does it work<br />Case Studies<br />Sneak-Peak: Social Email Study Results<br />Questions & Answers<br />Will Schnabel<br />VP International, Silverpop<br />Larry Lentz<br />Online Marketing Manager, Air New Zealand<br />
    3. 3. Integrating Email with Social<br />
    4. 4. The Informed Consumer<br />Customers & Prospects are: <br /><ul><li>More informed than ever
    5. 5. Seeking out relationships
    6. 6. Asserting more control
    7. 7. Expecting companies to participate in dialogues with them </li></li></ul><li>The Rise of Communities<br />In Australia, 75%of adults use social technologies<br />41%of youth aged 12 to 21 visit social sites daily<br />50% of adult Australians are members of social networks (with 4.6M on Facebook alone)<br />Social users are connected to between 150 and 200 ’friends’<br />40%of social network participants use social sites to gather product information and recommendations<br />
    8. 8. So Is Email Marketing Dead?<br />
    9. 9. 92% of adult Internet users send or read email — more than regularly visit any social network*<br />Email still delivers one of the lowest costs per order and 2-times the ROI of any other digital channel**<br />*Pew American Life & Internet Study<br />**AberdeenGroup<br />Email is Alive and Well<br />
    10. 10. The efficacy of a normal email campaign<br />
    11. 11. Social networks expand virally<br />
    12. 12. Social email is the new viral<br />
    13. 13. Social email is the new viral<br />
    14. 14. Extend your reach<br />Brand exposure<br />Impressions<br />Acquisition<br />List growth<br />
    15. 15. Generate buzz<br />Viral buzz<br />Word of mouth<br />Brand awareness<br />
    16. 16. Generate more than just buzz<br />Reach more buyers<br />In more places<br />With less effort<br />And little to no additional expense<br />
    17. 17. Identify your influencers<br />Loyal enthusiasts<br />Brand evangelists<br />Your connection to a wider market<br />
    18. 18. How does it work<br />
    19. 19. Select social networks during creative<br />
    20. 20. Icons are added to creative<br />
    21. 21. Recipients share to the network<br />Email recipient can add their own comments or endorsements<br />Email Subject line becomes “Title” and “Mailing Notes” become the Meta teaser-text to be displayed. <br />Select a thumbnail image from the email creative<br />
    22. 22. Friends are notified<br />
    23. 23. You report and target<br />
    24. 24. Identify key influencers<br />Identify recipientswho shared yourmessage<br />Create lists of key influencers <br />Target them with future offers andincentives<br />
    25. 25. Are you Shareworthy?<br />Hints and Tips<br />
    26. 26. Make your messages Shareworthy<br /><ul><li>Build trust and engage with your customers.
    27. 27. Know what motivates your customers.
    28. 28. Keep the message simple.
    29. 29. State the value.
    30. 30. Make sharing options visible and easy.</li></li></ul><li>What B2C emails are Shareworthy?<br /><ul><li>Great offers
    31. 31. New season / product announcements
    32. 32. Sale Notifications</li></li></ul><li>What B2B emails are Shareworthy?<br /><ul><li>Relevant Articles
    33. 33. Event /Webinar Notifications
    34. 34. News / Press Releases</li></li></ul><li>What’s not Shareworthy?<br /><ul><li>Highly Personalised Emails
    35. 35. Transactional Emails
    36. 36. Long newsletters
    37. 37. Negative News</li></li></ul><li>Case Studies<br />
    38. 38. Air New Zealand<br />Company Overview<br />Air New Zealand services the Asia/Pacific region, Europe, and North America as well as two dozen cities within New Zealand<br />Have a successful email communications program <br />Using dynamic content capabilities allows Air New Zealand to send relevant emails based upon subscriber’s origin city in addition to promotion of events based upon zip code<br />Challenge<br />Seeking new ways to engage and expand their existing customer base <br />Solution<br />Utilizing ‘Share-to-Social’ feature as a channel to build customer advocacy<br />
    39. 39. Air New Zealand – Share to Social<br />
    40. 40. Air New Zealand – Share to Social<br />Sharing the right email<br /><ul><li>Relevant offer
    41. 41. Provides customer with flexibility of messaging and display
    42. 42. High “share-ability” with many options</li></li></ul><li>Comparison of Results<br />Promotional email to its Canadianlist had an overall open rate of 31% and click rate of 11%. <br />Of those who posted to a social network: <br />46% shared on Facebook<br />45% shared on Twitter<br />2/3 of those that share on Twitter open up the Tweet versus only 1/3 on Facebook<br />33% of those who posted had at least one open of the post <br />
    43. 43. Comparison of Results<br /><ul><li>Promotional email to its UK list had an overall open rate of 24% and click rate of 4%.
    44. 44. Of those who posted to a social network:
    45. 45. 44% shared on Facebook
    46. 46. 32% shared on Twitter
    47. 47. Only 2% of those that share on Twitter open up the Tweet versus 97% on Facebook!
    48. 48. 25% of those who opened a shared post clicked through
    49. 49. No one clicked on the “Share with a Friend” (F2AF) link</li></li></ul><li>National Express East Coast Trains<br />Company Overview<br />National Express ECT are a U.K. National Train Operating Company<br />Have a well established email communications program which includes targeted content for newsletters and special offers<br />Challenge<br />Wanted a cost effective and efficient way to get their offers, already well received, into the wider community<br />Solution<br />Integration of their email communications with social networks through the utilisation of the new ‘Share-to-Social’<br />
    50. 50. National Express – Share to Social<br />Sharing the right email<br /><ul><li>Compelling offer
    51. 51. Simple messages
    52. 52. Explanation of the links</li></li></ul><li>Results<br />800 recipients shared the email offer <br />80,000 additional impressions <br />8% list growth<br />33% people who viewed a shared item clicked through to the offer <br />3x CTR of their standard emails<br />
    53. 53. A First Look<br />2009 Social Sharing Study<br />
    54. 54. Branding in subject line<br />2xincrease in sharing activity<br />293%increase in CLICK THORUGHS on shared content<br />
    55. 55. Offer in subject line<br />1.5xincrease in sharing activity<br />
    56. 56. The Networks<br />
    57. 57. Most used…<br />90% share rate<br />
    58. 58. Most likely to click…<br />318% above average click rate<br />
    59. 59. The Offer<br />
    60. 60. This slide intentionally left blank<br />
    61. 61. % off resonates<br />2xhigher share rate compared to multi-offer<br />4xhigher shared ratecompared to dollar off<br />
    62. 62. Layout and Content<br />
    63. 63. Placement and style matter <br />GoodHeader or footer of email. Matching style of font and text.<br />Header 1.5x better than footer.<br />
    64. 64. Placement and style matter <br />BetterProminent placement in middle of message body.<br />2x better!<br />
    65. 65. How long do socially viral email live?<br />11-15 days of share activity from initial share<br />
    66. 66. Putting it to use<br />
    67. 67. Getting started with social email<br />Focus on ‘Shareworthiness’<br />Make it easy to share<br />Monitor social ‘buzz’ (and engage)<br />Identify and reward your influencers<br />Test everything and don’t be afraid to fail<br />
    68. 68. Resources<br />Whitepaper, Email Marketing Goes Social<br />Social Study w/ full results available on www.silverpop.com<br />
    69. 69. Thank you!wschnabel@silverpop.comTwitter: @wschnabel or @silverpopwww.slideshare.net/silverpopwww.silverpop.com<br />

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