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LCMC: Multi channel email strategy

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  • 1. Building an Email-Centric, Multi-Channel User Engagement Strategy Wendy Dittamore, CNET Director of Audience Development
  • 2. Introductions
  • 3. Who is CNET?
  • 4. What does multi-channel marketing mean in today’s world? Experian Marketing Services reveals 27 percent of time spent online is on social networking April 16, 2013
  • 5. Mobile browsing: Email is at the center Experian Marketing Services reveals 27 percent of time spent online is on social networking Email ranks as top category for time spent on mobile April 16, 2013
  • 6. Being everywhere • • • • • • • Email Mobile Social Search Entertainment Shopping Partnerships
  • 7. What’s your engagement strategy? 1. 2. 3. 4. Who is your target customer? How do you make $$? What’s the problem you are solving? What will set you up for future success?
  • 8. Pre-launch • Getting buy-in • Budget • Goals • Creative process • Planning
  • 9. Tactics • • • • • • Social Paid acquisition Email Sweepstakes Partnerships PR/Events
  • 10. Reporting • • • • Tag everything! Your goals need to be measurable Communicate to stakeholders Know your numbers
  • 11. Wrapping up your campaign • Communicate results! • Document what worked/what didn’t • Don’t forget those customers you just acquired • Thank your colleagues
  • 12. Best practices, lessons learned • • • • What’s your Plan B? End-to-end user testing Don’t make it complicated Be cohesive - leverage all your channels
  • 13. CNET en Español Launch sweepstakes August 27 – September 23 • Sweepstakes • Email • Social
  • 14. Goals 1. Generate buzz/awareness around launch • Sweepstakes entries 2. Drive engagement with new brand • Social metrics, page views, subscriptions 3. Break-even on expense • Cost vs. value of a user
  • 15. Entry page
  • 16. Email
  • 17. Social Tested multiple creatives
  • 18. Entry metrics Total Entries Daily Entries Last Chance Newsletter First Newsletter Send More entries from last chance email than initial send. Editorial/Social Promo 97% day/day increase 80% day/day increase
  • 19. How did we do? 1. Generate buzz/awareness around launch Sweepstakes entries 2. Drive engagement with new brand Facebook Likes Page views Subscriptions 3. Break-even on expense Cost vs. value of a user
  • 20. Questions?

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