Using Email and Mobile Marketing for Maximum Impact
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  • 1. Using Email and MobileMarketing for Maximum Impact Tom Casale www.SimplifiedSolutions.biz
  • 2. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT About Simplified Solutions Online Marketing and Technology Digital Marketing and Technology Agency Since 2002 Dedicated team of experienced marketers and technologists Constant Contact All Star Award Winner– 2010 Certified Expert Program Partner, Business Partner Since 2002 Manage more than a dozen email efforts for clients that range from Bridgeview Bank to American Pickers Mike Wolfe Simplified Alerts founder– Text Messaging Product www.SimplifiedAlerts.com SimplifiedSMS founder– ‘All-in-One’ SMS Marketing Product www.SimplifiedSMS.com Tom Casale - Tom@SimplifiedSolutions.biz Case Studies: www.WebMarketingCaseStudies.com www.SimplifiedSolutions.biz
  • 3. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Set the Scene An overview of today’s presentation The Big Picture A summary of how an integrated mobile program should work Email Recap – Maximizing List Growth Tips, tricks and tools for growing your list… mobile-style. SMS Marketing – Text messaging with a purpose Overview and typical program features Mobile Websites – Websites in your hand Why you should consider a mobile version of your site Getting Social Using Social channels to extend your reach Email and Mobile – A potent 1-2 punch How to activate campaigns to maximize results www.SimplifiedSolutions.biz
  • 4. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT What is Mobile Marketing? The world is truly in our hands QUICK FACTS 94% of text messages are opened in 9 Mobile marketing is a set of minutes or less with a 15% average practices that enables response rate. Email = 72 hours. organizations to 33% of people change their email communicate and engage address annually; only 5% change with their audience in an their cell phone number each year. interactive and relevant manner through any mobile Nearly 7% of U.S. web traffic comes from mobile and other device or network. non-computer devices Tablet computers already represent 1.8% of U.S. web traffic (comScore 6/11)
  • 5. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT 5 Steps to Maximize Your Campaigns Best practices Target – The audience Go after the targets you’re chasing Activate – Make something happen Give them a reason to do something Engage – Interact Provide value through direct engagement Listen – What are they saying? Use reports and tools to measure engagement Maximize – Rewards and ROI Learn what’s working and repeat. www.SimplifiedSolutions.biz
  • 6. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT INTEGRATED ONLINE MARKETING EMAIL • Loyalty-driven The most successful programs • Used to activate others. should include these channels to maximize your opportunities for increased awareness, leads and business. EMAIL SOCIAL SMS •Extend the MARKETING SMS MARKETING reach of • Text campaigns engagement •Driven by Likes • Extends MOBILE WEBSITES and shares email SOCIAL CHANNELS MOBILE WEBSITES •Satisfy mobile efforts •Address growing segments www.SimplifiedSolutions.biz
  • 7. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Highest list value; perfect for growth EMAIL MARKETING www.SimplifiedSolutions.biz
  • 8. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Email Marketing List Growth List Growth Tools Your email list is your most Use growth tools that leverage mobile: valuable marketing asset; follow best practices to grow • Constant Contact’s ‘Text to Join’ and maintain your list(s) > TEXT SIMPLIFIED TO 22828 • Organic and online sign-up forms • Create a sign-up sign • Manage and Maintain programs with: for generating sign-ups • Frequency from external locations like seminars and • Relevant Content tradeshows • Targeted Messages • Cross-channel sign-ups • Create QR codes to sign-up • Ecommerce check-outs new users into your lists • Facebook sign-up (like CC’s) • Always maintain the list to keep it fresh More later about using Email to activate mobile marketing www.SimplifiedSolutions.biz
  • 9. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Thumbs-up promotions SMS MARKETING www.SimplifiedSolutions.biz
  • 10. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Information Text Messaging versus SMS Marketing Informational Text Messaging • A one-to-many group texting (and email) to cellphones • Sign-ups are exclusively through webpages to lists / categories. • Executed through email gateways Success Story: • Less costly than interactive SMS AYSO uses text marketing messaging to alert families about • Perfect for budget-driven weather organizations like cancellations and schools, recreational sports leagues news updates. and office buildings www.SimplifiedSolutions.biz
  • 11. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT SMS Marketing Overview Success Stories Driven by shortcodes; highly interactive Marriott Hotels contributed 1.2 million in Example: Text ‘Join’ to 12345 bookings to SMS in one to receive a 25% off coupon quarter, 1/3 were redeemed the same day. Cost-effective for senders and highly dynamic; can send images, videos and voice Dunkin Donuts used a text campaign to increase Users opt-in to lists just like Constant Contact sales by 9% through short messaging and coupons Users opt-out at anytime by texting ‘STOP’ to your keyword Youve seen mobile keyword and Governed by guidelines from the Mobile short code technology on TV Marketing Association and other organizations shows, radio commercials, billboards, print advertising, and websites. www.SimplifiedSolutions.biz
  • 12. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT SMS Marketing SMS Features MMS Features Mobile Coupons – electronically offer free gifts, % Images – Send images to lists; great for discounts, incentives that are sending QR or bar codes tracked by redemption codes Video – Send short videos directly to your Mobile Voting and Polls – Text a keyword to subscribers your shortcode to vote for a favorite Voice Broadcast – Send a voice message to List Enrollment – Enroll members in your lists via text with shortcodes or web via QR codes registrants. Covers the ‘triad’ of messaging; text, email and voice. Mobile eCards and Appointment Reminders – Pre- schedule promotional reminders like Birthday Club or product renewals MMS Example: Real Estate Push to Email, Twitter and Facebook – Send your Text short code numbers to messages through email and social channels receive info like video tours, images, text, web links and www.SimplifiedSolutions.biz
  • 13. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT A new way to see things MOBILE WEBSITES www.SimplifiedSolutions.biz
  • 14. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Mobile Websites You need to consider… How? 7% of total Internet traffic comes A mobile version of your website is critical from mobile devices; mcommerce is growing for integrating into your mobile marketing to $119 Billion by 2015 program eBay expects customers to buy and sell $8 Can be custom-built; but should focus on the billion of merchandise in 2012 core pages if not the entire site PayPal expects to see $7 billion in mobile Services like Where.com allow you to claim payment volume in 2012 and build a mobile website FOR FREE Mobile searches have quadrupled in the last year, for many items one in seven searches Track analytics on your mobile site to see are now mobile. traffic and conversion rates Local mobile ad spend will grow from US$404 million to $2.8 billion In some cases a Mobile App Might be right for your business www.SimplifiedSolutions.biz
  • 15. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Extend your reach SOCIAL CHANNELS www.SimplifiedSolutions.biz
  • 16. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Using Social to Extend Your Reach Using Social Channels Fact… Promote your efforts across the big 5, Facebook, Linked-in, YouTube, Twitter and now, Google+ Tweet and Retweet Initiate Facebook share and ‘Like’ Campaigns Announce status updates or create affinity groups Load related videos Social Media Marketing Create ‘Hangouts’ around your Industry Report 2010 promotions 10.9% of Facebook shares convert to a sale www.SimplifiedSolutions.biz
  • 17. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT A perfect match EMAIL SMS www.SimplifiedSolutions.biz
  • 18. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT 1-2 Punch SMS / Text Messaging programs are the next best way to get messages immediately into the hands of your customers. Nothing can deliver a quick message more efficiently. Combined with your Email Marketing program it’s knockout a 1-2 punch. www.SimplifiedSolutions.biz
  • 19. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT INTEGRATED ONLINE MARKETING EMAIL • Loyalty-driven The most successful programs • Used to activate others. should include these channels to maximize your opportunities for increased awareness, leads and business. EMAIL SOCIAL SMS •Extend the MARKETING SMS MARKETING reach of • Text campaigns engagement •Driven by Likes • Extends MOBILE WEBSITES and shares email SOCIAL CHANNELS MOBILE WEBSITES •Satisfy mobile efforts •Address growing segments www.SimplifiedSolutions.biz
  • 20. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Email is the Spark… SMS is the flame Light up an integrated program Your first campaign… It’s all about the VALUE; why join? Start with an email to your email list to encourage SMS signups; announce it as a new program with a link to the An SMS program can deliver rewards sign-up page or keyword opt-in and incentives instantly in the hands of customers Announce the Terms of the program; how often will you send texts? Email and social are the core… SMS can be an instant, exclusive reward Then, activate an instant coupon for redemption; send an email However, mail has a lesser-decay rate… confirmation too. meaning folks tend to save email messages as bookmarks and reminders Begin your program with a bang of a promotion or reward; send also Capture cellphone numbers where you through email, FB, and Twitter capture emails AND through keywords, QR codes and webpage sign-up links www.SimplifiedSolutions.biz
  • 21. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT 5 Steps to Maximize Your Campaigns A best practices review Target – The audience Go after the targets you’re chasing Activate – Make something happen Give them a reason to do something Engage – Interact Provide value through direct engagement Listen – What are they saying? Use reports and tools to measure engagement Maximize – Rewards and ROI Learn what’s working and repeat. www.SimplifiedSolutions.biz
  • 22. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Tom Casale, Managing Partner tom@simplifiedsolutions.biz www.SimplifiedSolutions.biz @simsolonline http://www.linkedin.com/in/tomcasale Case Studies WebMarketingCaseStudies.com Upcoming Events www.SimplifiedSolutions.biz/CC 312-846-7669 x1001 www.SimplifiedSolutions.biz
  • 23. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Case Study Mike Wolfe 108,000 Fans in Facebook 50,000 Twitter Followers Sends stories from the road creating a high level of engagement. Added 2,000 names to their email list through Facebook in 15 days Social commerce inside Facebook is now selling $200K worth of picks and merchandise Sold $11K within 5 days of one email campaign www.SimplifiedSolutions.biz
  • 24. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Grow your Mobile List You may add your message here The Graphics maybe removed by editing the Slide Master. The Background image maybe removed or resized by editing this layout. www.SimplifiedSolutions.biz
  • 25. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT A Two Column Layout Page Use each area for text, pictures, graphs, smart art, or Geographic Region Q1 Q2 Q3 Q4 more. United States 1254 1254 1254 1254 Europe and Asia 324 324 324 324 Use each area for text, pictures, graphs, smart art, or Australia 32 32 32 32 more. Remove this text and add South America 2 2 2 2 your own. Canada 1 1 1 1 You may remove the dart and target from this page if you wish, our use Mexico 1 1 1 1 them on another page. TOTALS 1614 1614 1614 1614 www.SimplifiedSolutions.biz
  • 26. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Graph Title Here Your Title is Here Your Graph Description can go here. This graph is using 2007 display features. 23% Additional text, specifications, information, c ontributions, policies, options, choi ces, regulations, laws, details, con 10% ditions and other items can go here. 19% 9% 58% 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr www.SimplifiedSolutions.biz
  • 27. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Pie Graph Page Layout PowerPoint 2007 Chart Title Enhanced Version Here is the description of the chart. You may change or delete this text as you wish. 58% This chart utilizes features only available with 2007. Here is a placeholder for more text 23% and description of the chart. 10% 9% 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr www.SimplifiedSolutions.biz
  • 28. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Line Graph Page Layout Chart Title PowerPoint 97 – 2007 Compatible 6 Here is the description of the chart. You may change or delete this text as you wish. 5 This chart is compatible with PowerPoint 97 to 2007. 4 Here is a placeholder for more text and description of the chart. 3 2 1 0 Series 1 Series 2 Series 3 www.SimplifiedSolutions.biz
  • 29. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Bar Graph Page Layout Chart Title PowerPoint 2007 Series 1 Series 2 Series 3 Enhanced Layout Here is the description of the chart. You may change or delete 5 this text as you wish. 4 This chart utilizes features only available with 2007. 3 Here is a placeholder for more text and description of the chart. 2 1 0 Category 1 Category 2 Category 3 Category 4 www.SimplifiedSolutions.biz
  • 30. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Chart Title Bar Graph Page Layout 6 PowerPoint 97 – 2007 Compatible Layout Here is the description of the 5 chart. You may change or delete this text as you wish. Series 1 This chart is compatible with 4 PowerPoint 97 to 2007. Here is a placeholder for more text and description of the chart. Series 2 3 2 Series 3 1 0 Category 1 Category 2 Category 3 Category 4 www.SimplifiedSolutions.biz
  • 31. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Comparison Table Layout Table Title One Table Title Two Quarter North America Asia Europe Australia Quarter North America Asia Europe Australia Q1 2009 123 34 45 10 Q1 2009 123 34 45 10 Q2 2009 134 35 44 12 Q2 2009 134 35 44 12 Q3 2009 150 45 50 14 Q3 2009 150 45 50 14 Q4 2009 201 55 60 18 Q4 2009 201 55 60 18 Q1 2010 175 44 47 13 Q1 2010 175 44 47 13 Q2 2010 180 48 52 14 Q2 2010 180 48 52 10 Q3 2010 204 55 60 16 Q3 2010 204 55 60 4 Q4 2010 250 62 70 20 Q4 2010 250 62 70 1 Here is the description of the table. You may change or delete this text as you wish. This table is compatible with PowerPoint 97 to 2007. www.SimplifiedSolutions.biz
  • 32. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Smart Art Page Layout Process 1 Process 2 Process 3 •A placeholder for text for more •A placeholder for text for more •A placeholder for text for more information information information This chart utilizes Smart Art This chart utilizes Smart Art This chart utilizes Smart Art which is feature in which is feature in which is feature in PowerPoint 2007. If you PowerPoint 2007. If you PowerPoint 2007. If you wish to make charts like this wish to make charts like this wish to make charts like this and don’t have PPT 2007, we and don’t have PPT 2007, we and don’t have PPT 2007, we have provided the graphical have provided the graphical have provided the graphical elements to help you build elements to help you build elements to help you build this yourself. this yourself. this yourself. Here is the description of Here is the description of the chart. You may change the chart. You may change or delete this text as you or delete this text as you wish. wish. www.SimplifiedSolutions.biz
  • 33. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Option A Can go here so that people know what the choices Smart Art Page Layout are. This chart utilizes Smart Art which is feature in PowerPoint 2007. If you wish to make charts like this and don’t have PPT 2007, we have provided the graphical elements to help you build this yourself. Here is the description of the Option B chart. Can go here so that people know what the choices are. Option C Can go here so that people know what the choices are. www.SimplifiedSolutions.biz
  • 34. USING EMAIL + MOBILE MARKETING FOR MAX IMPACT Information Text Messaging versus SMS Marketing Informational Texting Option 2 Option 3 Often less costly; not based A description of the second A description of the third on interactive short codes. picture. You may change picture. You may change this text. this text. Great for one to many A second place holder is A second place holder is available here. Add as much available here. Add as much text as you would like. text as you would like. www.SimplifiedSolutions.biz