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Email Marketing and Social Media

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Email Marketing and Social Media

  1. 1. Social Media and Email Marketing: A Winning Combination<br /> Lori ElyInformz<br />
  2. 2. 2<br />Session ID 0724<br />www.informz.com<br />
  3. 3. There’s Email & There’s Email Marketing<br />
  4. 4. Why Email Makes Cents<br />Email has proven ROI<br />Measurable<br />Cost Effective<br />Go Paperless<br />Email Complements Social Media Marketing<br />
  5. 5. Social Networking Statistics<br />From a Marketing Sherpa Survey<br /><ul><li> Businesses increased Web 2.0 efforts in kind with opt-in email marketing efforts
  6. 6. Paid SEM/SEA efforts dropped significantly
  7. 7. Traditional direct marketing efforts were reduced across the board </li></li></ul><li>Social Networking and Email are Friends<br />Social Networking<br />Email<br />
  8. 8. Social Networking and Email are Friends<br />
  9. 9. Social Networking and Email are Friends<br /><ul><li> 48% of marketers already have or are planning to integrate the two channels.</li></ul>18% of marketers want to integrate the two but don’ t know where to start<br />Source: June, 2009, Popular Media, 511 respondents<br />
  10. 10. Using Social Media and Email Together<br />1. Choose your networks. - Where do your people hang out?<br />
  11. 11. Using Social Media and Email Together<br />2 General Categories<br />Open Social Networking<br />Closed Social Networking<br />From 7/2009 Anderson Analytics Report<br /><ul><li> Facebook is the leading site for general social networking.
  12. 12. Generation X, 30-to-44-year-olds, and baby boomers, 44-to-65-year-olds, connected on LinkedIn more than any demographic.</li></li></ul><li>Using Social Media and Email Together<br />2. Use email to launch your social media strategy.<br />
  13. 13. Using Social Media and Email Together<br />Example: Informz Community Launch<br />
  14. 14. Using Social Media and Email Together<br />Client example: Community Launch<br />
  15. 15. Using Social Media and Email Together<br />3. Use email to promote your social presence on an ongoing basis.<br />
  16. 16. Using Social Media and Email Together<br />4. Encourage conversation about your organization.<br />The "share this" feature is super cool, awesome.  The viral effect is HUGE.  It’s so easy and makes so much sense!  What's really important is that these are ENGAGED people using this share feature. –James Tevault, Visit Mesa<br />
  17. 17. Using Social Media and Email Together<br />5. Use email to highlight top contributors, top discussion topics, <br /> and highlight how people should use the sites.<br />
  18. 18. Using Social Media and Email Together<br />6. Use your social media sites to promote your emails and grow your subscriber base.<br />- Add opt-in links to you social media sites and sharable content<br /><ul><li> Archive past newsletters on your sites
  19. 19. Use your status to publicize your emails</li></li></ul><li>Using Social Media and Email Together<br />7. Become an active member of your social media pages and a trusted resource for information.<br />
  20. 20. Using Social Media and Email Together<br />8. Leverage information from your social media sites to create better segments and better content for your emails.<br />
  21. 21. Using Social Media and Email Together<br />9. Use social networking to avoid losing someone from your marketing efforts.<br />
  22. 22. Using Social Media and Email Together<br />Client Case Study: Destination DC<br />- 5,550 new engaged subscribers in under a year<br />- 1,269 click thrus from emails to social sites<br />
  23. 23. Analyzing your results<br />Analyzing your results: <br /><ul><li> Success is dependent on how your audience perceives the benefits
  24. 24. Measuring and analyzing social media is difficult
  25. 25. Use your email reports as a tool for analysis </li></li></ul><li>Analyzing your results<br />Use online surveys to ask members for feedback<br />Analyzing your results: <br />- keep a pulse on member satisfaction<br />- take on the fly assessments of the community- use feedback to make changes almost immediately to benefit the community<br />
  26. 26. Analyzing your results<br />Analyzing your results: Use email reports to fill in the blanks - track opens, clicks - who is sharing what and from which email campaigns. - determine best time to send social content<br />
  27. 27. !<br />Questions and Answers<br />Visit us at www.informz.com/associations<br />Go Green to Get Green: <br />Informz Paperless Marketing Solutions for Associations<br />Tuesday, May 11th 2:00 – 2:30 PM EDT<br />Contact Info:<br />Lori Ely<br />ely@informz.com<br />

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