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Online Marketing Summit 2010

Online Marketing Summit 2010

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  • 1. Online Marketing Summit New York, NY | July 9th, 2010 CONNECT  THE  DOTS   Integra(ng  Emerging     Channels  into  your  Email   Marke(ng  Program Dylan T. Boyd VP Sales & Strategy eROI 1
  • 2. AGENDA:
   Challenges of the Current Landscape"   Planning for Success Pragmatically"   Benchmarking & Reporting"   Techniques & Execution" 2
  • 3. Most digital relationships started with a website, with email marketing bringing them back.   New devices and technologies have altered this forever.
 This mix still works though…very well.
 Protect it. 3
  • 4. Whatʼs the value of an email address?
 $180 source: Email Marketing: An Hour a Day Authors - Jeanniey Mullen, David Daniels, David Gilmour Publisher - John Wiley and Sons, 2008 4
  • 5. The Inbox is Cluttered; Attention is Scarce# 5
  • 6. Itʼs that way everywhere…not just in email# 6
  • 7. Lots of devices, few standards.# 7
  • 8. Lots of consumption, few conversions.# 8
  • 9. What Does Email Success Look Like?# •  Delivered Rate •  "" Forwarding " •  Open Rate " •  Sharing " •  Click Through "" •  Adding Preferences" •  Conversions" •  Unsubscribe Rate" Other  channels  presence  must  support  -­‐  not  distract  -­‐   from  these  email    marke(ng  goals.   9
  • 10. Start integrating where you already have some traction.
 Those answers are in your web analytics. 10
  • 11. Google Analytics
 Referring Sites" 11 11
  • 12. Google Analytics
 Mobile Devices" 12
  • 13. More Tools Are on the Way
 Flowtown – Find out what Social Sites your Subscribers are On" 13
  • 14. Benchmarking for Success
 A Few Ideas…! Mobile# Social# Video# Click Through" Click Through" Plays" Conversions" Conversions" Conversions" Page Views" Sharing" Votes/Polling" Time on Site" Mentions" Sharing" Sharing" Fans/Followers/Etc…" Comments" New Subscribers" 14
  • 15. Integrating Social into Email
 15
  • 16. Integrating Social into Email
 Start by allowing and promoting replies# SES  Event  Promo,on   Replying  to  this  email  to  ask  a  ques;on  would  be   much  more  effec;ve  than  having  a  “conversa;on”   about  it  on  a  social  site.   Reply-­‐6583@  doesn’t  invite  that  interac;on.   16 16
  • 17. Integrating Social into Email
 Contextualize Social Sharing Links in Email
 OK! Magazine Newsletter
 “Read More”, first desired option." “Share this Story” on Twitter/Facebook is" also a win as a second option to drive page views." Sharing URLʼs provided by Facebook and Twitter for single click to converting the share." 17"
  • 18. Integrating Social into Email
 Make Sharing a Call-To-Action# Hotels.com Promotional Email# “Share this deal on Facebook” is presented as the first option." Doesnʼt compete with “GO >” call-to-action in the bottom right." 18
  • 19. Integrating Social into Email
 Donʼt compete with your call to action!
 FEI  Welcome  Email   Compe;ng  with  your  own  call-­‐to-­‐ac;ons  can   be  tricky.   Use  dedicated  messages  early  in  the  lifecycle   instead  of  crea;ng  compe;;on  with  high   performing  messages  like  the  welcome  email.   Icons  will  be  clicked  on!   19
  • 20. Integrating Social into Email
 Take your best shot at conversion first
 Levi’s  Welcome  Email   The  first  order  is  the  most  important  thing   here.   Placement  in  the  Footer  allows  all  desired  Call-­‐ to-­‐Ac;ons  to  be  seen  in  order  of  importance.   Social  Icons  aren’t  overly  descrip;ve  but   support  the  crea;ve  direc;on.   20 20
  • 21. Integrating Mobile into Email
 21
  • 22. Integrating Mobile into Email
 Content Heavy Newsletters Must Be Formatted
 2 OPTIONS:# • Add link to web-based 
 Mobile Version# • Format HTML email 
 for all devices# 22
  • 23. Are your mobile readers more engaged than you think?
 23
  • 24. Are your mobile readers more engaged than you think?
 24
  • 25. What We Had to Change" No longer a simple site – but a rich mobile experience# Add  your  Web  Analy(cs  to  your  hosted    mobile  version  to   analyze  the  impact  of  the  traffic  and  learn  how  to  change.   25
  • 26. Integrating Mobile into Email
 Start by Testing “View Mobile Version”
 Add  your  Web  Analy(cs  to  your  hosted    mobile  version  to   analyze  the  impact  of  the  traffic.   26
  • 27. Integrating Mobile into Email
 “Just the Facts Maʼam.” 
 Teleflora  Mobile  Version  vs.  Teleflora  HTML  with  Images   27
  • 28. Integrating Mobile into Email
 Can they Convert on the Mobile Web?
 If your emails are driving a lot of traffic from mobile devices, you are probably ready for a mobile-friendly website.! 28
  • 29. Integrating Video into Email
 29
  • 30. Integrating Video into Email
 Run some tests in Gmail" Add  full  YouTube  URL  into  email  for  Gmail   users.   Video  will  display  in  Inbox  below  footer   Monitor  views  from  Video  at  YouTube.com   Tests  may  show  demand  for  more…   30
  • 31. Integrating Video into Email" Use “Play” Buttons on Images" Users  will  click  through  on  an  image  with  a   familiar  “play”  bu]on  to  watch  the  video   on  the  web.   Host  /embed  the  video  on  your  site  or  blog   for  maximum  impact  instead  of  video  hos;ng   services   31
  • 32. Integrating Video into Email" Research your Topic & Competition on YouTube" 228  views  in  almost  2  years,  not  an   “overnight  success”   32
  • 33. ? 33
  • 34. Thank You #OMSBOS!# Dylan T. Boyd# eROI# dylan.boyd@eroi.com" Ph: 503-290-3101" Twitter.com/dtboyd" Twitter.com/eROI" LinkedIn.com/in/dtboyd" 34
  • 35. Thank You Visit www.onlinemarketingsummit.com for more information            Follow  us  @OMSummit 35