Integrating social media into email marketing

Today’s Plan• PART 1: • PART 2: A look at the role of Crowd-source an email marketing in integrated email, today’s mobile, social mobile and social and local world. campaign.

5 Goals1. Some new ideas of how companies are integrating email, social and mobile marketing2. A clear example of how you can build an integrated programme or advance your current programmes.3. Thoughts on how to measure success in this new marketing mix.4. A list of common obstacles you may face as you move forward and how to overcome them.5. €25 in your pocket.

When is social media going to kill email marketing?

MarketingThe World Has Changed ^

Mobile Apps are Exploding25 billion downloaded by 2015 Juniper Research

BuzzROI

What about the2,000,000,000 people…

Radacati Group

Social vs Email Conversation ConversionEmail drives the ROI in Mocial

Automation & Triggers Welcome Purchase Cart / Browse Anniversary / Happy Birthday Abandonment Nurture & Convert OrderBounceback Confirmation / Shipping Product Review Customer Requests Satisfaction

Email marketers mustadopt, adapt and improve.

Mobile Social Local“mo + ci + al”

Email Marketing in a Mocial World Integration Context/Design Humanisation Automation / Triggers

So what is the current / futurestate of “mocial” marketing?

 500 Silverpop clients April 2011 Use of social, mobile,local and email channels

How integrated are your marketing programmes across email, social and mobile? N/A Yes Not at all Somewhat 7% 75% 13% Yes /Somewhat 18% 62%

For which social media channels does your company have a presence? Twitter 45% Facebook 44% YouTube 39% LinkedIn 29%Foursquare/Gowalla 4% 0% 10% 20% 30% 40% 50%

Do you have an email opt-in form on your Facebook page? Yes No plans to add N/A Plans to add 48%: 10%Have/Plan to add 38% 22% 30%

Transition: Share>Find>Follow>Like

78% Including Social Links in Emails Internet Retailer 500 Study

Do You Offer Email Opt-in with SMS Yes Plan to offer N/A No plans to offer 6% 13% 81% 44% say No orNo Plans 37%

Get out your phonesText to 12345 ABCD ADD [your email address]

SMS Text to Email Opt-in PointEvents Of Billboards Purchase

Impact on Email Marketing Integration Context/Design Humanisation Automation / Triggers

Going Mobile / Design OVERLOAD

Where is My Email Being Read?

Context Means…ScannableSingular calls to actionLarger fontsSingle columnsBullet-proof / large CTA buttonsDesign for touch

The New Design ChallengeOld mouse New mouse

Do Your Emails Have the Touch? Source: StyleCampaign.com, Litmus

Old Rule:Sell the sizzle, not the steak.

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

Let Customers Do the Selling 30% lift in key metrics!

Get Real.Get Human.Add Value.

Social is the New Broadcast

Try Doing this with Social Media

Nurture Highly TransactionalPersonalised Email’s StrengthsTriggered off Behaviour Dynamic Campaign Tracks

Low Volume, High ROIVolume of Emails sent Email Generated Revenue 4.1% Triggered Campaigns 40.2% Triggered Campaigns

Email Marketingis Healthier than ever.

And social, local and mobile make it more powerful than ever.

What are you doing toadvance your email programme in a world gone mocial?

Questions before we move on?

PART 2: Workshop Session Less of me. More of you.

About Silverpop• 1,600+ customers• Across 38 countries• >2B email messages sent per month across our customer base

• Resource Centre at silverpop.com – White papers – Webinars – Blogs – Case studies – Newsletters• Presentations on SlideShare – www.slideshare.net/Silverpop New Study: Top 100 UK Retailers Tracking Study

Thank you for your time! Tweets: @rlevans revans@silverpop.com

Integrating social media into email marketing

by Silverpop

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