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Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams
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Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams

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Connecting the Dots: Integrating Emerging Channels into your Email Program …

Connecting the Dots: Integrating Emerging Channels into your Email Program

Having trouble finding the right way to integrate social, mobile, and video into your email marketing effectively? Hear from eROI's Alex Williams on how to integrate these emerging channels into your Email Program in a way that supports your company goals and provides measurable success.

* Alex Williams, Strategist, eROI

Published in: Education, Technology, Business
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  • 1. Online Marketing Summit
    Long Beach, CA | June 21st, 2010
    CONNECT THE DOTSIntegrating Emerging Channels into your Email Marketing Program
    Alex WilliamsDigital StrategyeROI
    1
  • 2. 2
    AGENDA:
    • Challenges of the Current Landscape
    • 3. Planning for Success Pragmatically
    • 4. Benchmarking & Reporting
    • 5. Techniques & Execution
  • 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.
  • 6. 4
    What’s the value of an email address?
    $180
    source:
    Email Marketing: An Hour a Day
    Authors - Jeanniey Mullen, David Daniels, David GilmourPublisher - John Wiley and Sons, 2008
  • 7. 5
    The Inbox is Cluttered; Attention is Scarce
  • 8. 6
    It’s that way everywhere…not just in email
  • 9. 7
    Lots of devices, few standards.
  • 10. 8
    Lots of consumption, few conversions.
  • 11. 9
    What Does Email Success Look Like?
    Delivered Rate
    Open Rate
    Click Through
    Conversions
    Forwarding
    Sharing
    Adding Preferences
    Unsubscribe Rate
    Other channels presence must support - not distract - from these email marketing goals.
  • 12. 10
    Start integrating where you already have some traction.
    Those answers are in your web analytics.
  • 13. 11
    Google AnalyticsReferring Sites
    11
  • 14. 12
    Google AnalyticsMobile Devices
  • 15. 13
    More Tools Are on the WayFlowtown – Find out what Social Sites your Subscribers are On
  • 16. 14
    Benchmarking for SuccessA Few Ideas…
  • 17. 15
    Integrating Social into Email
  • 18. 16
    Integrating Social into Email
    Start by allowing and promoting replies
    SES Event Promotion
    Replying to this email to ask a question would be much more effective than having a “conversation” about it on a social site.
    Reply-6583@ doesn’t invite that interaction.
    16
  • 19. 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 URL’s provided by Facebook and Twitter for single click to converting the share.
  • 20. 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.
    Doesn’t compete with “GO >” call-to-action in the bottom right.
  • 21. 19
    Integrating Social into Email
    Contextualize Social Sharing Links in Email
    FEI Welcome Email
    Competing with your own call-to-actions can be tricky.
    Use dedicated messages early in the lifecycle instead of creating competition with high performing messages like the welcome email.
    Icons will be clicked on!
  • 22. 20
    Integrating Mobile into Email
  • 23. 21
    Integrating Mobile into Email
    Content Heavy Newsletters Must Be Formatted
    2 OPTIONS:
    • Add link to web-based Mobile Version
    • 24. Format HTML email for all devices
  • 22
    Integrating Mobile into Email
    Start by Testing “View Mobile Version”
    Add your Web Analytics to your hosted mobile version to analyze the impact of the traffic.
  • 25. 23
    Integrating Mobile into Email
    “Just the Facts Ma’am.”
    Teleflora Mobile Version vs. Teleflora HTML with Images
  • 26. 24
    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.
  • 27. 25
    Integrating Video into Email
  • 28. 26
    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…
  • 29. 27
    Integrating Video into Email
    Use “Play” Buttons on Images
    Users will click through on an image with a familiar “play” button to watch the video
    on the web.
    Host /embed the video on your site or blog for maximum impact instead of video hosting services
  • 30. 28
    Integrating Video into Email
    Research your Topic & Competition on YouTube
    228 views in almost 2 years, not an “overnight success”
  • 31. 29
    ?
  • 32. Alex Williams
    alex.williams@eroi.com
    503-484-5901
    Twitter.com/alexcwilliams
    LinkedIn.com/in/emailmarketingstrategy
    30
    Thank You #OMSLGB!
  • 33. 31
    Thank You
    Visit
    www.onlinemarketingsummit.com
    for more information
    Follow us @OMSummit

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