Get With The Program-Integrating Email within Your Overall Marketing Mix


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Tactics and Techniques to Help You Optimize Marketing ROI by Integrating Email with SEO and Social Media

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Get With The Program-Integrating Email within Your Overall Marketing Mix

  1. 1. Get With the Program! Integrating Email within Your Overall Marketing Mix Tactics and Techniques to Help You Optimize Marketing ROI by Integrating Email with SEO and Social Media Mike Corak Director, Interactive Services Mighty Interactive A division of Off Madison Ave Entire Presentation Copyright © 2003 - 2009 ExactTarget. All Rights Reserved. No portion of this presentation may be recreated, reprinted, distributed, published or represented without the written permission of ExactTarget.
  2. 2. Today’s Webinar • The Customer Engagement Challenge • Improve Your Email Program Performance Through Integration − Research and List Building Through Search − Increase List Size Through Rich Media − Social Media for List Building − Web Site Optimization for Conversion • Use Email to Improve Your Overall Marketing Efforts − Build Your Social Reach − Email Testing • Plan For Integrated Communication • Resources to Help You Accelerate Marketing Performance © ExactTarget, All Rights Reserved
  3. 3. Each day, the average consumer is exposed to 1600 ad messages. © ExactTarget, All Rights Reserved
  4. 4. Marketing Evolution Addressable Voice Mobile Email Mobile Email SMS SMS + MMS IM IM IM IM Email Email Email Email Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail Telephone Telephone Telephone Telephone Telephone <1990 1990s 1999 2000s 2008 TV TV TV TV TV Radio Radio Radio Radio Radio Print Print Print Print Print Display Display Display Display Display Website Website Website Website Search Search Search Search Online Display Online Display Online Display Online Display Paid Search Paid Search Paid Search Landing Pages Landing Pages Landing Pages Microsites Microsites Microsites Online Video Online Video Online Video Webinars Affiliate Marketing Affiliate Marketing Affiliate Marketing Webinars Webinars Blogs Blogs RSS RSS Podcasts Podcasts Wikis Wikis Social Networks Social Networks Mobile Web Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter © ExactTarget, All Rights Reserved
  5. 5. How are You Managing the Customer Conversation?
  6. 6. The Conversation Begins with Website Visit The Customer Life Cycle Website Evaluation Purchase Usage Re-Purchase Loyalty Visit “92% of business buyers go online to research products and suppliers.” Source: Forrester Research “51% of consumers are researching on the Internet, then completing their purchases offline.” Source: Forrester Research © ExactTarget, All Rights Reserved
  7. 7. Selling Reality “Selling now takes more time and resources then ever before. The average sales cycle has become 22% longer as buyers are taking SEARCH longer to consider their decisions.” EMAIL WEBSITE Source: Sirius Decisions © ExactTarget, All Rights Reserved
  8. 8. How Can Email Help Manage the Conversation?
  9. 9. Email Aids the Decision-Making Process The Customer Life Cycle Interest Evaluation Purchase Usage Re-Purchase Loyalty “Once a person has been attracted to your web site, email can move the prospect through the consideration and evaluation stages . . . all the way to purchase.” Source: Forrester Research © ExactTarget, All Rights Reserved
  10. 10. Reduce Defection, Improve Profit. The Customer Life Cycle Website Evaluation Purchase Usage Re-Purchase Loyalty Visit 40% Defection 20% Defection 10% Defection 98% Defection 60% Defection “A 5% reduction in customer defection can improve profit by as much as 20%.” Source: “The Loyalty Effect” © ExactTarget, All Rights Reserved
  11. 11. Email Drives Sales Nearly two-thirds of US Internet users made a purchase because of a marketing message received through email. Source: ExactTarget 2008 Channel Preference Survey May 23, 2008 © ExactTarget, All Rights Reserved
  12. 12. What are You Doing to Improve Email Performance?
  13. 13. About Mighty Interactive • Full service interactive agency − Founded by Jason Baer in 2000 − Merged with Off Madison Ave in 2004 − EEC 2009 Email Creative Fight Night Champions • Digital capabilities − Attraction: Search, Online Advertising, Offline Integration − Conversion: Web Site Development, UI, Testing, Measurement − Interaction: Interactive Modules, Social Media, Blog Marketing − Retention: Email, Voice Mail, SMS, Direct Mail • Email client sampling − Cold Stone Creamery, City of Palm Desert, Leslie’s Swimming Pool Supplies, Nike, Fujitsu • ExactTarget partner since 2001 © ExactTarget, All Rights Reserved
  14. 14. All Roads Lead to Your Website Word of Mouth Search Engine Sponsored Marketing Events Webinars Direct Mail The Corporate Public Trade Relations Website Shows Online Print Advertising Advertising Business Broadcast Blogs Advertising Social Networks © ExactTarget, All Rights Reserved
  15. 15. The Business Case for Integration • Consumers are exposed to corporate messaging across a wide variety of communication touch points. • Yet, most marketing tactics are planned in silos. • Opportunities exist to improve the effectiveness of all communication through integrated planning. • Understanding the relationship between marketing tactics is the key to integrated communication planning. © ExactTarget, All Rights Reserved
  16. 16. Common Web Site Traffic Sources © ExactTarget, All Rights Reserved
  17. 17. Search + Conversion = Subscribers © ExactTarget, All Rights Reserved
  18. 18. 18 Improve Content Relevancy with Keyword Research Recommendations: • Use search data to discover common subscriber vernacular −Examine search data, and site visits by keyword −Examine site search • Incorporate popular When searching for the keyword phrase “vacations,” people are vernacular into content and most interested in finding headlines “vacation packages” and other deals. © ExactTarget, All Rights Reserved
  19. 19. Use Site Analytics to Inform Decisions If 37.22% of people visit your site between 7:00a.m. and noon, test email sends during that time period. © ExactTarget, All Rights Reserved
  20. 20. Start the Acquisition Process in Your Banner Ads • Utilize Rich Media to collect contact information. • Solicit opt-in follow-up emails. • +50% increase in click-through and conversion © ExactTarget, All Rights Reserved
  21. 21. Social Media Tips for List Building • Inform social media contacts about your email program and solicit subscription. • Ideas: −Contest promotion −Event promotion −Promote signup in Facebook • “Profile HTML” application © ExactTarget, All Rights Reserved
  22. 22. Improve Web Site Conversion, Build List Original Subscription Page New Subscription Page Improved treatment (placement, description) saw a +35% increase in subscription and conversion rate. © ExactTarget, All Rights Reserved
  23. 23. Integrated Email Program Checklist Search Social Media  Be active in search to Notification attract traffic Event promotion  Study search trends to Contest promotion improve content across all communications Online Advertising Web site  Fish where the fish are! Optimize site for conversion Place banners where best Prominence prospects gather Benefit statement  Ask for subscription in Use landing pages banner © ExactTarget, All Rights Reserved
  24. 24. How Email Improves Other Tactics
  25. 25. Enhance Relationships Via Social • Direct subscribers to social media outposts to enhance relationships: −Outpost only contests −Distribute content −ExactTarget Social Forward © ExactTarget, All Rights Reserved
  26. 26. Use Email to Build Your Social Reach • Email communication to promote Facebook page − Goal – 1,000 fans • March Madness campaign offering new fans the opportunity to win a Steve Nash autographed basketball − Everyone received promotion code for 5% off next purchase • 25,327 Total Recipients 13,000 NASM list ~12,000 Leads list • Results − Render rate of 22% − Click-through to page rate of 5% © ExactTarget, All Rights Reserved
  27. 27. NASM Facebook Page • Personal Trainers Forum by NASM • At campaign start, 80 fans built mostly through word of mouth • Post email campaign (4 weeks) 1,273 fans • Daily interaction with personal trainers and those interested in becoming one • Facebook specific coupon code offered to fans led to over $1500 in sales in week one © ExactTarget, All Rights Reserved
  28. 28. Facebook Reporting-Demographic Data Facebook demographic data available for pages −Insight into list demos when cross pollinating −Understand what demographics make up your fan-base −Interact and message based on data © ExactTarget, All Rights Reserved
  29. 29. Again, Use Email to Build Social Reach • 5.3% of subscribers became “fans” on Facebook • 45% render rate • 12.5% click rate • 28% click / render rate © ExactTarget, All Rights Reserved
  30. 30. Email Testing Informs More than Email © ExactTarget, All Rights Reserved
  31. 31. Plan for Success
  32. 32. Plan Communication Across Execution • Create central key messages and cascade into each tactical execution • Maintain brand through message and creative consistency • Play to tactic strengths to produce results −Search, Banners and Social – visitor attraction −Web Site – visitor conversion −Email – targeted messaging with an associated call to action −Social – one to one conversation and interaction • Plan communication across tactics © ExactTarget, All Rights Reserved
  33. 33. Create an “Editorial” Calendar Tactical May June July Execution Search Banners PR Landing Pages Web Site Social Networking Email Mobile © ExactTarget, All Rights Reserved
  34. 34. Example: ECLIPSE - Integrated Campaign Tactics −Search, banners, social, PR −Microsite −Email • Forward to a friend −Social networking Result −50,407 visitors −14,797 entries © ExactTarget, All Rights Reserved
  35. 35. Example: Integrated Campaign Results Traffic by Tactic Registrations by Tactic 5.02% 4% 2.48% Banners - 6% Banners - 743 14,705 10.22% Search - 367 Search - 18,138 29% 12.31% Social - 10,353 25% Social - 12,266 Email - 1,822 Email - 2,136 Direct/PR Media - 1,512 69.97% Direct/PR 36% Media - 3,162 © ExactTarget, All Rights Reserved
  36. 36. Resources to Help You Improve Email Marketing
  37. 37. 1-to-1 Marketing Field Guide Email Marketing Design & Rendering: • Contains 60 The New Essentials practical scenarios [Whitepaper ] for how to use Email, Text, Voice, and Landing Pages. • Includes the following four guides: Integrating Email, CRM, and Web Analytics [Whitepaper] © ExactTarget, All Rights Reserved
  38. 38. Don’t Miss our Next Webinar: “Building Deep Subscriber Relationships and Driving Brand Fan Conversations” Learn the proven techniques and tactics from HyperDrive Interactive for attracting, engaging and converting new email subscribers while building your brand using Digital Word of Mouth, Social Media, SEO, and more. Registration information: Tuesday, May 19th at 2:00 Eastern Register at © ExactTarget, All Rights Reserved
  39. 39. Thanks! Mike Corak Director, Interactive Services Mighty Interactive A division of Off Madison Ave Phone: 480-505-4553 Email: @mikecorak LinkedIn: Read Our Blog and View Our Webinars: © ExactTarget, All Rights Reserved