Social gets you in the
door, but….
Email is your Closer
Internet Summit, Nov. 2010
Jenn Markey
Director Business Developme...
Is it really a matter of Email vs. Social Media?
NO
 Video didn’t kill the radio star
 YouTube didn’t knock off TV
 Twitter didn’t shutdown
blogging
BUT…
 In each case...
Research Comparison Preference Trial Conviction Purchase
Post
Purchase
Social gets you in the door, Email drives conversio...
“For every dollar spent doing
email marketing in 2010,
you can expect an return on
your investment of $42”
- Direct Market...
Email Marketing
 Has become increasingly regulated
 Doesn’t have that hip factor
 Email is now in 3rd place in terms of...
EMAIL - BE
RELEVANT or
BE SILENT
7
SOCIAL KEEPS
IT RELEVANT
8
Leverage social patterns for email engagement
 Where did the customer come from?
 Use that information to drive your ema...
Female or Male
Birthday
24/08
Age
Geography
Personalize your email message
Source: MarketingSherpa
 Think like a customer
 WIIFM – speak to customer’s
needs and int...
Engage Customers at Every Stage
 Plan your email program based on
 Origin: Facebook, Twitter, Website, Search Marketing
...
About Protus
 Online communications tools for small business
 Founded in 1997
 Over 500,000 paying subscribers & growin...
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Social Media gets you in the door, but Email Marketing is the Closer

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It's not about social media vs. emai marketing, it's about using both together to deliver maximum ROI. Leveraging social data will keep your email marketing efforts relevant and targeted. This helps ensure you get the right message to the right person at the right time.
These slides were presented by Jenn Markey during the "Maximizing Email Marketing" session at the Internet Summit in Raleigh, NC Nov 2010. Ms. Markey leads business development efforts for Protus. Protus provides communications apps for small businesses including Campaigner email marketing. Follow @jmarkey on twitter.

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  • Social media use actually positively correlates to email use
    Some of this not surprising:
    More web savvy will tend to consume more of all online mediums
    Esp’s are increasingly adding social sharing tools to their emails
    and companies & individuals are adding links to their online presence on twitter, fb, linkedin, etc
  • Let’s start with social
  • The first reason, is just the incredible ROI that email marketing has to offer. According to the DMA, across all industries, not just retail, when you spend $1 doing email marketing, you an expect a return on your investment of $42. That’s the best ROI for any marketing method. Period. Direct Mail hovers in the teens, and all other channels deliver less. So it’s a smart investment of time and money.
  • Leverage social to…
    Increase size & quality of you email list
    Make your email message more relevant
    Increase your email engagement
    Extend reach of your email programs
    Build brand & customer loyalty
  • As mentioned the right message, sent to the right person, still does not mean anything unless it’s sent at the right time.

    Your email timeline should be created based on when prospects need to hear from you. Decide what factors come into play, the seasons/holidays, past purchase dates, anniversaries, or email responses for example.

    Time your message with changes in prospect data and sales cycle stages. Also include occasional informational emails to encourage loyalty and build your relationship.

    While this may appear difficult, you can automate many of these communications so that they run efficiently in the background with little disruption to your daily or weekly workload.

    So lets look at some possible key dates that you should be looking at, and some examples of how Campaigner customers use them.
  • Social Media gets you in the door, but Email Marketing is the Closer

    1. 1. Social gets you in the door, but…. Email is your Closer Internet Summit, Nov. 2010 Jenn Markey Director Business Development, Protus jmarkey@protus.com twitter.com/jmarkey
    2. 2. Is it really a matter of Email vs. Social Media?
    3. 3. NO  Video didn’t kill the radio star  YouTube didn’t knock off TV  Twitter didn’t shutdown blogging BUT…  In each case, new technologies forced incumbents to evolve  Same is true for email marketing!
    4. 4. Research Comparison Preference Trial Conviction Purchase Post Purchase Social gets you in the door, Email drives conversions Social affects discovery, preference and post purchase experience Email pushes conversions through, reduces post purchase dissonance, & is an important source of ongoing lead nurturing
    5. 5. “For every dollar spent doing email marketing in 2010, you can expect an return on your investment of $42” - Direct Marketing Association
    6. 6. Email Marketing  Has become increasingly regulated  Doesn’t have that hip factor  Email is now in 3rd place in terms of ‘share of time’ online, down 28% y-o-y, while social networking the leader is up 43% y-o-y – Nielsen  BUT… email marketing is stronger than ever  42% of US consumers cited that they prefer to receive ads for sales & specials via email compared to 3% who preferred social networking sites - eConsultancy
    7. 7. EMAIL - BE RELEVANT or BE SILENT 7
    8. 8. SOCIAL KEEPS IT RELEVANT 8
    9. 9. Leverage social patterns for email engagement  Where did the customer come from?  Use that information to drive your email lead nurturing program CustomerTwitter Facebook MySpace LinkedIn Stumble Upon Digg YouTube
    10. 10. Female or Male
    11. 11. Birthday 24/08
    12. 12. Age
    13. 13. Geography
    14. 14. Personalize your email message Source: MarketingSherpa  Think like a customer  WIIFM – speak to customer’s needs and interests  Reviews & Testimonials  Encourage Feedback  Ask about what they want to hear  Images  Use personalization
    15. 15. Engage Customers at Every Stage  Plan your email program based on  Origin: Facebook, Twitter, Website, Search Marketing  Customer Life Cycle: history, engagement, loyalty  Dates: seasons, holidays, birthdays, anniversaries  Automation is key to success Monthly newsletter Loyalty offer Birthday coupon Monthly newsletter Monthly newsletter Local offerings News alert Welcome email with discount Website visit Evaluation Purchase Usage Re-purchase Loyalty
    16. 16. About Protus  Online communications tools for small business  Founded in 1997  Over 500,000 paying subscribers & growing  Affordably-priced, easy to use  24/7 customer support Award Winning jmarkey@protus.com twitter.com/jmarkey

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