Exact Target Email & Social Integration

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  • http://econsultancy.com/blog/081-a-10-point-checklist-for-landing-page-design
  • http://econsultancy.com/blog/081-a-10-point-checklist-for-landing-page-design
  • Tinker w location of share links. Even consider adding links to your company email signature.
  • Tinker w location of share links. Even consider adding links to your company email signature.
  • Keyword Search: Women’s Holiday DressesBad alignment of keyword and landing pageNo good call to actionLimited to no product descriptions/teasersOffer on sweaters are very small and hard to readGood thing they did take us to the women’s section of the website
  • Keyword Search: Women’s Holiday DressesBad alignment of keyword and landing pageNo good call to actionLimited to no product descriptions/teasersOffer on sweaters are very small and hard to readGood thing they did take us to the women’s section of the website

Transcript

  • 1. Agenda Why Integrate? Some Best Practices Examples Social Forward
  • 2. Why Integrate? 1. Facebook - 350 MM Members “If Facebook was a country, it would be the fourth largest in the world.” 2. LinkedIn – 101 MM users (09.09) 3. Twitter – 19.37 MM unique visitors (10.09) 4. Pew Internet & American Life Project’s Survey Results: o 75% of online adults 18-24 have a profile on a social network o 57% of online adults 25-34 have a profile on a social network o 30% of online adults 35-44 have one o 19% of online 45 to 54 year olds have a profile o 10% of online 55 to 64 year olds have a profile o 7% of online adults 65 and older have a profile -2,253 adults 5. 35% of American adult internet users have a profile on a social network 2/2/2010 2 WebsiteBiz
  • 3. Why Integrate? Social Media Is NOT Replacing Email “… social media use appears to make people consume email more, not less, particularly for the heaviest social media users.” - Nielson Company, April 2009 2/2/2010 3 WebsiteBiz
  • 4. Email Best Practices in a Social World 1. Simplify o Shorter attention spans • World of 140 character ‘tweets’ o Include links to read more content after a teaser o Mobile phone displays o Label images with alt-text 2. Consider ‘Retweet’ Ramifications o Shorten o Concise ‘teaser’ o Image selection 2/2/2010 4 WebsiteBiz
  • 5. Best Practices to Engage Through Email 1. Ask subscribers to become engaged o Follow Us On… 2. Present benefits of engaging o “Bio: FREE MOOSEJAW TEE THING: We give a Moosejaw Tee away each day to one of our followers on Twitter.“ 3. Consider devoting broadcasts entirely to an invitation event o Filter users who click from future invitations 4. Consider adding invitations to email signature 5. Test, Test, Test 2/2/2010 5 WebsiteBiz
  • 6. Examples – Organic Bouquet The Good: oClear CTA oLarge Buttons The Bad: oNo Benefits oAt The Bottom of Email 2/2/2010 6 WebsiteBiz
  • 7. Examples – Charlotte Dentistry The Good: oClear CTA oLarge Buttons oClear Benefits oClean & Concise The Weary to Some: oNon-Traditional Message 2/2/2010 7 WebsiteBiz
  • 8. ExactTarget: Social Forward 2/2/2010 8 WebsiteBiz
  • 9. ExactTarget: Social Forward 2/2/2010 9 WebsiteBiz
  • 10. The End! 2/2/2010 10 WebsiteBiz