Put the Sizzle in Your Email Marketing Program
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  • Any purchase decisions customer make should be made based on currently available technology. Please visit our website sto review our Safe Harbor statement in detail.
  • Email marketing is an easy, effective and targeted way to efficiently get your message out to people who have already expressed an interest in your brand/product/service. It is this ease of directly reaching a targeted audience that makes email marketing work, with an average ROI of 43:1
  • Even with all of the discussion that email is dead, some of the hottest new business models rely on email to succeed. Various daily deal sites rely on sending deals via email, using their customer databases to send targeted offers based on geography, interests, etc.
  • Socialmedia remains the main buzz of mainstream media for some time now. More people from more walks of life are engaging in social media, creating an increasingly connected world and an opportunity for companies to connect with customers in ways that were never before possible. Additionally, where email is a one-way conversation, social media enables you to engage in a 2-way conversation with your customers, opening up the lines of communication.
  • It’s not a question of whether you should use email marketing or social media, it’s about using both together to maximize your marketing efforts.
  • So, how does email and social media marketing work together?You create and send your email to your network plus share it across your own social networkThis allows you to engage with an extended network, and attract new email subscribers, which helps you continually grow your base. When you add email and tracking tools to the mix, you’re able to continue to refine your strategy and reach to ensure you not only grow your list, but also maximize the potential of your list.
  • Adding sharing tools to your email campaigns is an easy win to maximize value and allow for your contentto have viral appeal. Most email solutions allow for easy accessibility to sharing through Facebook, Twitter,and more. Creating content and offers that relate instantly is critical to ensure that there is value in what yousend, and more importantly, value in sharing it with friends, colleagues and family. Sharing tools give youaccess to viral performance as well, making the measurement of impact an easier achievement.Whenever you send an email with content or offers, post it to your social feed, which will increase the consumption of your message, and hopefully grow it virally as your followers then share it to their networks. The exception to this rule is any kind of email that is regarding a personal transaction, an auto responder such as a welcome email, etc.One other thing to note on this strategy, is that your email content should not be the ONLY thing you share via your social feed, it should merely be a part of your overall social strategy.
  • Allowing subscribers multiple channels with which to interact with your brand is important in today’senvironment. First, ask yourself, if you use email to get people to follow up on Twitter, get the blog feed orbecome Facebook fans, are you creating extra contact points to engage with your base or are you simplyswitching people from channels? Second, identify the value of email subscribers versus Twitter, Facebookor RSS followers. Ultimately, you want to create high-value messaging that delivers at the right time to theright person with the right medium.
  • Don’t be afraid to recycle older content in your emails and social feed. There is a good chance people never saw it the first time around. As long as the content is still interesting and relevant, don’t be afraid to use it again. Keeping the conversation going is key to remaining relevant in the soclal world.Repost specific articles from your newsletter to your social feed and an intriguing call to action to get people clicking on the articles. If you have some older content, give it a slight update by working in a product update or new turn in your industry to turn what’s old new again.
  • Don’t be afraid to recycle older content in your emails and social feed. There is a good chance people never saw it the first time around. As long as the content is still interesting and relevant, don’t be afraid to use it again. Keeping the conversation going is key to remaining relevant in the soclal world.Repost specific articles from your newsletter to your social feed and an intriguing call to action to get people clicking on the articles. If you have some older content, give it a slight update by working in a product update or new turn in your industry to turn what’s old new again.
  • Look for creative ways to obtain social contacts by giving them contests to enter such as “send in your photo with our product” or asking them to “Like” your on facebook to be entered in a drawing for a prize.Give exclusive offers to your followers, offer to email them a coupon for an exclusive discount if they “like” you on facebook or follow you on Twitter. This creates loyalty and often spurs sharing. Advertise these things in your emails to drive people to your feed. If you’re a B2B company, reward your followers by giving them mentions in your social feed.Encourage your followers to contribute to your feed by asking them what they think by uploading reviews or videos of them using your products.
  • Look for creative ways to obtain social contacts by giving them contests to enter such as “send in your photo with our product” or asking them to “Like” your on facebook to be entered in a drawing for a prize.Give exclusive offers to your followers, offer to email them a coupon for an exclusive discount if they “like” you on facebook or follow you on Twitter. This creates loyalty and often spurs sharing. Advertise these things in your emails to drive people to your feed. If you’re a B2B company, reward your followers by giving them mentions in your social feed.Encourage your followers to contribute to your feed by asking them what they think by uploading reviews or videos of them using your products.
  • Look for creative ways to obtain social contacts by giving them contests to enter such as “send in your photo with our product” or asking them to “Like” your on facebook to be entered in a drawing for a prize.Give exclusive offers to your followers, offer to email them a coupon for an exclusive discount if they “like” you on facebook or follow you on Twitter. This creates loyalty and often spurs sharing. Advertise these things in your emails to drive people to your feed. If you’re a B2B company, reward your followers by giving them mentions in your social feed.Encourage your followers to contribute to your feed by asking them what they think by uploading reviews or videos of them using your products.
  • Size of following and frequency of interactionNumber of issues identified and customer sentimentResponses, resolutions and time-to-resolutionNumber of brand loyalistsCost and benefits

Transcript

  • 1. Put the Sizzle in Your Email Marketing Program
    Email Marketing & Social Media Marketing
    Jeff Revoy, iContact
    @JRevoy
    @iContact
    facebook.com/iContact
  • 2. Safe Harbor
    Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
    This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
    The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended April 30, 2011. This documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.
    Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  • 3. Jeff Revoy
    Chief Marketing & Product Officer
  • 4. Using Social Media to Light a Spark
    Today’s Marketing Environment
    Why Email Isn’t Dead
    Social Media’s Role
    7 Ways to Optimize and Integrate Today
  • 5. Today’s Marketing Environment
    Real-time expectations
    1:1 marketing
  • 6. Why Email Isn’t Dead
    I work for an email solution, and I say so
    Oh, and email works
    43:1
  • 7. Why Email Isn’t Dead
    New Business Models Rely Heavily on Email Marketing
  • 8. 74% of customers prefer to hear from companies via email, 16% direct mail, 4% phone, 2% social, 1% text (Source: Merkle)
  • 9. 30B Emails Sent Per Day
    (2010 worldwide: excluding spam & viruses)
  • 10. Social Media’s Role
    Growing explosively
    Not just for consumers
    Critical for a cohesive and integrated marketing campaign
    Social Media Is
  • 11. Game Changing Engagement
    +
  • 12. Email + Social
    Two way conversation
    Expanded reach
  • 13.
  • 14. 80% of marketers say that social sharing "extends the reach of email content to new markets" (81%) and "increases brand reputation and awareness" (78%).
    Source: MarketingSherpa "Email Marketing Benchmark Survey" (2010)
  • 15. 7 Ways toCaptivate & Engage
  • 16. Share It
    1
    Maximizes exposure
    Increases consumption
  • 17. 26% of top online retailers included “sharing” in emails in 2010, anticipation of 50%+ in 2011.
    - Smith-Harmon
  • 18. Emails will receive an additional 1% of views when shared and increase the reach of emails by 24.3%.
  • 19. Widen the Net
    2
    Spur social media growth
    Create a conversation
  • 20. Extend the Life
    3
    Recycle
    Refresh
  • 21. Questions to Ask Yourself
    Do we have the kind of email content people will actually want to share?
    What kind of content/offers should we develop to give value to the recipient and encourage sharing?
    If we use email to get people to connect with us on social media, are we simply switching people from one channel to another or are we creating extra contact points?
  • 22. Offer Unique Benefits
    4
    Reward your “followers”
    Encourage contribution
  • 23. The average budget spent on social media increased from 9% in 2009 to 17% in 2011.
    - Hubspot, 2011 State of Inbound Marketing
  • 24. Cross Promote
    5
    Grow your subscriber base through social media
  • 25. Is giving people more communication choices the optimal way to ensure their long-term attention and loyalty?
  • 26. Relevancy Remains King
    6
    Meaningful content
    Viral reach
    Cross-channel promotion
  • 27. How do we design our social and email presence so that it works for those getting all of it AND those engaged to only one of those channels?
  • 28. Measure
    7
    Share of Voice
    Awareness
    Engagement
    Influence
    Popularity
  • 29. Takeaway Points
    Social + Email = True Engagement
    Capitalize on What You Already Know
    Don’t Be Scared of Testing the Unknown
  • 30. About iContact
    Convenient all-in-one marketing solution
    Fully integrated email and social media marketing
    Send effective campaigns in minutes
    Powerful tracking and analytics
    Solutions for every budget
    Award winning support
    Resources to drive your success
  • 31. Our Customers Include
  • 32. Jeff RevoyChief Marketing & Product Officer
  • 33. Questions & Answers