Email Marketing: Building Relationships & Reaching Audiences (Blue Sky Factory User Conference)

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Email Marketing: Building Relationships & Reaching Audiences (Blue Sky Factory User Conference)

  1. 1. Baltimore, Maryland Blue Sky Factory Driving Email Marketing Performance Building Relationships and Reaching Audiences Presenters: Tom Rowe & Amy Hollomon November 10, 2010 – 3:00 – 3:45 PM (ET) Follow the presentation on Twitter at #bsfconf Copyright Blue Sky Factory 2010
  2. 2. BUILDING RELATIONSHIPS Copyright Blue Sky Factory 2010 The key to building a strong subscriber base is to set clear expectations. • What do you clients want from you? • How can your product/service benefit them? • Welcome Campaign Series • Customer Preference Center • Re-engagement Campaign • Milestone Emails
  3. 3. REACHING AUDIENCES Copyright Blue Sky Factory 2010 Provide a positive subscriber experience by reaching out with valuable content. • Don’t always try to sell or upsell. • Don’t be afraid to ask for client feedback. • Strong, informational campaign series • Solid social presence and knowing where your subscribers are on the social web • Loyalty Programs and Contests
  4. 4. Real World Example Copyright Blue Sky Factory 2010
  5. 5. VISIT BALTIMORE • Official Destination Marketing Organization for the city of Baltimore. • Charged with Driving Economic Impact (tax dollars) • Main audiences: Convention/Meeting Business & Leisure Traveler Copyright Blue Sky Factory 2010
  6. 6. • Baltimore Buzz • Twitter (@BaltimoreMD) • Facebook • Mobile • VisitMyBaltimore.com • Baltimore BUZZ Brigade DIGITAL BALTIMORE Copyright Blue Sky Factory 2010
  7. 7. • Monthly email • Segmentation by user interests and geography • Integrated SWYN features THE BUZZ IN BALTIMORE Copyright Blue Sky Factory 2010
  8. 8. • Signup posts • Websites, micro-sites, all forms include opt-in • Integration • Print advertising • Social Media • Online advertising ACQUISITION Copyright Blue Sky Factory 2010
  9. 9. ACQUISITION Copyright Blue Sky Factory 2010
  10. 10. ACQUISITION Copyright Blue Sky Factory 2010
  11. 11. • Keep the promise • Build in value • Focus on the content • Social roadmap • Contests and rewards • Membership privileges • Deals and discounts RETENTION Copyright Blue Sky Factory 2010
  12. 12. • Let social guide email content and vice versa • Finding an audience • VisitMyBaltimore.com Focus Group • Baltimore Buzz Brigade CROWD SURFING SOURCING Copyright Blue Sky Factory 2010
  13. 13. • Build awareness for Circus3 and Michael Phelps Celebration • Twitter, Facebook, and geo-targeted email list ACTIVATING THE CHANNELS Copyright Blue Sky Factory 2010
  14. 14. • There is a learning curve (on both sides) • There is a benefit: frequency + consistency = authority + loyalty • Integrating email and social amplifies the message at next to no cost • Acquisition and retention comes through multi-channel engagement IN CLOSING …. Copyright Blue Sky Factory 2010
  15. 15. Tom Rowe Director of Web Marketing Visit Baltimore Trowe@baltimore.org @BaltimoreMD 15 THANK YOU! Amy Hollomon Client Services Manager Blue Sky Factory ahollomon@blueskyfactory.com @Ammi Copyright Blue Sky Factory 2010

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