Rethinking Email in the age of Social Media

Rethinking Email Marketing in the age of social media

About online communication
Not a new way to communicate: people have been communicating online since the 1800’s with the telegraph
The challenge that we face in communicating online is one of reduced bandwidth

Potential problems with email
Sending out messages without caring whether someone reads it or not.
Not measuring the effectiveness of the email that you send

How do you get people throughout an organisationto engage with social media?
Get the basics right first.

Show people the weaknesses in their email communication.
Have them want to fix them

Is it too late to learn about email?
All the interest seems to be in social BUT
Email readers are more engaged, and ready to take action

You’ve taken two days off work.What’s your inbox looking like?

Can you remember the last time you had a good experience with email?

How do people feel when you send them email?

People feel like they’re drowning.
Are you offering more water?

Learning to be user-centred

Everyone isan expert
But few people write good emails.

(teaching people to)write better email

Your message is much more important to you than your reader.

What are you interrupting?

Avoid ambiguity

Omit needless words

Remember accessibility

Write the subject line first
Useful
Ultra-specific
Unique
Urgenthttp://www.copyblogger.com/email-subject-lines/
Short (<50 chars)
Identify yourself

Understand why people read and share emails

Email is a courtship.

Make it easy to subscribeMake it easier to unsubscribe

Don’t sendirrelevant messages
Can you trim the recipient list at all?

Have an excellent welcome message

Don’t leavecopy-writing to the developers

Check everythingbefore you send

A/B Testing

When they click, where are you sending them?

Building up the relationship
Send a series of emails that just contain valuable content
Build up some trust in your reader that an email from you is worth reading

Let’s wrap up.

Creating an email marketing list as the core of your digital marketing activities
Use social media to drive people to your website
Your website is moving people towards the information they need, and providing incentive to sign up for your email list

2. Crafting large-volume emails that are both targeted and conversational
Know your audience
Track how your relationship is going
Not happy talk, disembodied or corporate
This audience understanding, and these writing skills will transfer well to social media

3. Observing user behaviour to improve the effectiveness of your messages
Track what they’re opening, clicking on, sharing, unsubscribing on
Follow-up with those who are out of touch
Re-energise your list – custom messages for those who haven’t read a message for a while

4. Integrating email marketing with other social channels
Moving your audience from the social channels to your website, then to your newsletter
Cross-selling your newsletter content into the social space

Thanks!
David Phillips
Twitter: @cafedave
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Rethinking Email in the age of Social Media

by David Phillips on Jun 13, 2011

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Rethinking Email in the age of Social Media — Presentation Transcript