Email marketing meets social media strategy - IABC Conference 2013

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Maximize your content marketing through smart email and social media strategy - learn some tips on collaborating across departments and smart ways to re-purpose great content across all of your Web properties.

This presentation was given to the IABC Southern Region Conference 2013 by Katie Laird (aka @happykatie) from Blinds.com. Enjoy!

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  • We needed some fresh emails for our house list and wanted a boost in Facebook fans. Contests are a fun way to do both and have a very PR worthy event to talk about on the phones and online.
  • We use our pop ups VERY sparingly – really only for promos like this, so they have greatest impact.
  • Yay for fangated content!
  • What are your goals and how are you monitoring them? We use True social metrics
  • What are your goals and how are you monitoring them? We use True social metrics
  • What are your goals and how are you monitoring them? We use True social metrics
  • Create easy landing pages, run contests + monitor who is doing what
  • See the Potential: New customers are at every port!Find the Right Crew: Make sure key individuals on team are engaged and available.Understand Your Customers by Channel: Learn what treasures engage your customers across channels – TEST, TEST, TEST!Actively Engage: Must interact constantly, have a map in place before any plans enacted.
  • Email marketing meets social media strategy - IABC Conference 2013

    1. 1. Digital PB+J The tasty treat of Email Marketing and Social Media Katie Laird // katiel@blinds.com Tweet me: @happykatie // @BlindsDotCom
    2. 2. Experimentation without fear of failure
    3. 3. We go together like… Email Social
    4. 4. Email + Social = • Grow your email list (‘Sneak peek deals – subscribe today!’) • Extend your reach (‘Like this? Win big when you share!’) • Identify key influencers (Who shares the most + how? = new segment) • Take advantage of multi-platforms (Options are good for both of you!)
    5. 5. Connect the dots
    6. 6. d My advice: Host content parties
    7. 7. My advice: Be an avid consumer (of emails)
    8. 8. My advice: Know enough to be dangerous!
    9. 9. My advice: ASK your employees + customers
    10. 10. My advice: Re-purpose content as much as possible
    11. 11. Blog > Email > Blog
    12. 12. Re-purpose your graphics
    13. 13. Halloween edition Re-purpose your graphics
    14. 14. 3rd party validation
    15. 15. Share most popular cross channel content • • • • • • Most re-pinned on Pinterest You Tweeted it… YouTube rundown Highest ranked product Funniest FB comment Coolest Houzz Ideabook
    16. 16. Where can you ask for a Subscribe? http://www.socialmediaexaminer.com/9-ways-to-integrate-email-and-social-media-marketing/
    17. 17. Subject line inspiration? • What works on social? • Timely, witty, funny • Story works best for Blinds.com • Facebook posts!
    18. 18. Free stuff works A cross-channel list growth campaign
    19. 19. ‘Entice + Engage’ campaign $5000, baby!!!
    20. 20. What were aiming for? GOAL: 7,000 new subscribers >> stretch goal: 10,000 new subscribers
    21. 21. Cross promotion matters
    22. 22. Onsite promotion
    23. 23. Subscribers to FB fans
    24. 24. Other contest promotion
    25. 25. Email time! • 2 emails sent to contest list • Memorial Day: • 7x the revenue • 3x the open rate • 4th of July: • 6x the revenue • 3x the open rate
    26. 26. How did it go? • 13,660 new subscribers (175% of goal!) >> 17,617 total entries • 7,000+ new Facebook fans • Profitable list before the contest was over • Continued engagement • Marketing Sherpa Gold Award
    27. 27. Be a mad scientist Experimentation without fear of failure
    28. 28. Test one thing every email send • • • • • • Day of week Time of day Button color CTA text Colors Images
    29. 29. Which email would you click?
    30. 30. How are you encouraging shares? • • • • • Built-in ‘Share on Social’ links Buttons with share CTA Text links within copy Image links What else?
    31. 31. Get geeky with video
    32. 32. Tracking the magic
    33. 33. Email metrics we care about (it all depends…) • • • • • • Subscribes (FB fan) Open rates (FB likes) Clicks (FB click throughs) Forwards (FB shares) Social actions Revenue ($$$$$)
    34. 34. How do you track those metrics? (that all depends too…) • • • • • • Email marketing tools Referral traffic source Landing page URLs URLs with tags Promo code usage Specific actions taken
    35. 35. Blinds.com Social Media metrics
    36. 36. Other metrics to watch
    37. 37. Final thoughts • • • • Social + Email = BFFs Re-purpose your content Test everything Have fun (no, really)
    38. 38. Thanks for being here! Katie Laird from Blinds.com! Let’s Tweet: @happykatie + @BlindsDotCom Email me: katiel@Blinds.com Slide love: www.slideshare.net/happykatie

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