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Social Email Marketing
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Social Email Marketing






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Social Email Marketing Social Email Marketing Presentation Transcript

  • Social Email Marketing By: Elaine Uy Chief Marketing Officer Yehey! Digital Group sMail Marketing
    • “ The popularity of social networks shouldn't spell the end for email marketing but rather the beginning of a harmonious relationship. ”
    • -iMediaConnection.com-
  • Communication/Marketing Channel Landscape “ social email”
  • A world of new inboxes.
  • Social Media Ecosystem
    • Social Networking
    • Publish
    • Photo
    • Audio
    • Video
    15 Social Media Categories
    • Micro-Blogging
    • Livecasting
    • Virtual Worlds
    • Gaming
    • Productivity Applications
    • Aggregators
    • RSS
    • Search
    • Mobile
    • Interpersonal
    What is Social Media? Connect. Interact. Share.
    • from push… …to pull….
    • … .to engagement & sharing…
    Social, conversation, feedback, UGC, etc. Push one-to-many Direct mail, television, radio Pull one-to-one
    • Brand is now defined by the market and not just your marketing!
  • The Power of Social Media
    • In 2008, 33% of online users were monthly users of social networks
    • Social network users are, on average, connected between 150 and 200 friends
    • 40% of email participants use social sites to gather product information and recommendations
    • Sources:
    • “ Social Media Consumption”, Jupiter Research, September 23, 2008
    • “ Social Technographics, Mapping Participation in Activities Forms the Foundation of Social Strategy”, Forrester Research April 2007
    • “ The Benefits of Facebook “Friends”, Social Capital and College Students’ Use of Online Social Network Sites”, by Ellison Steinfield and Media Michigan State Universiy, 2007 Journal & Computer-Mediated Communication
    • “ Targeting Influential E-mail Subscribers”, Jupiter Research July 2008
  • Email is alive and well
    • 92% of adult internet users send or read email - far more than regularly visit any social network
    • According to the Direct Marketing Association and CMO Council, email marketing outperforms virtually all other media in terms of ROI
    • Email delivers one of the lowest costs per order and 2-times the ROI of any other digital channel
    Sources: Pew America Life & Internet Study AberdeenGroup
  • How do we marry both worlds?
  • What Email Marketing Does
    • Cost-Effective, High ROI
    • Allows Targeting & Personalization
    • Generates actionable data & immediate response
    • Drives direct sales & supports sales through other channels
    • Builds relationships, loyalty and trust
    SOURCE: Chinie’s Presentation
  • How it Works: Standard Email Marketing Campaign
  • What Social Media Does
    • Free!
    • Consumer immediate feedback
    • Generates actionable data & immediate response
    • Builds referral and online conversation
  • How it Works: Integrate Social Capabilities
  • Why “Social”?
    • SWYN (Share With Your Network)
        • Allows the system to build extended conversation through customer network
        • ACQUIRE additional leads
    • Friend/Follower Recruitment
        • Enable your brand to capture and retain future customers.
    Focus on two benefits of social integration
  • Collaboration STEP 1: Promotional email (eDM) sent STEP 2: Integrate “SHARE THIS” and “Follow Us on Twitter, etc.” icons in the dispatch STEP 3: Selected (i.e. FB) newsfeed view with customer including call-to-action in messaging. STEP 4: Friends comment and rate and click on the link to subscribe or purchase
  • The Integration
    • SWYN
  • List building from Social Media flipping the coin Usage Social Media Tool
  • Helpful tips for social email
    • If client has social networking page, it should try to build and capture its email database.
    • To maximize social tools, all offers in the email dispatch should be promoted in all social platforms used.
    • Update community sites as often as needed.
    • Know your audience for proper messaging and call to action.
    • Use email to drive initial traffic to these sites or features on them (this will give you a chance to measure the effectiveness of the overall effort).
  • Metrics
    • Email Marketing %
    • Reads
    • Bounces
    • Successful Recipient
    • Social Email Marketing %
    • Reads
    • Bounces
    • Successful Recipient
    • Followers, Fans, Friends, Subscribers…
  • Defining New Metrics
    • By embedding distinctive links in the social communications and measuring usage of those links via web analytics, the marketer can get a rough idea of success.
  • Referring Sites Newsletter received thru email Blog posts
  • The Difference? eMail sMail CREATIVE Static / Text / Image Static / Text / Image w/ links w/ links, share & subscribe buttons REGULATIONS Permission-based Permission-based Reputation & Image (risk of ISP blocking) Reputation & Image (risk of ISP blocking) CONTENT Relevant / Share worthy Relevant / Share worthy Include comments, user ratings & top read, top purchases
  • Common sMail Mistakes
    • Broken links
    • Failure to update
    • Posting irrelevant content
    • Generic call-to-action
    • It’s never social when it’s not easily shared and deemed share-worthy by friends.
    Our sMail Takeaway…
  • Thank You.