Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Integrating Email with Social Media

0 views

Published on

Published in: Business, Technology
  • Be the first to comment

Integrating Email with Social Media

  1. 1. Integrating Email With Social Media<br />Loren McDonald, Silverpop <br />@LorenMcDonald<br />John Getze, Monster<br />@johngetze<br />
  2. 2.
  3. 3. Email is Dead, Right?<br />CAN-SPAM Act<br />Twitter<br />SPAM<br />Changing<br />Demographics<br />RSS<br />Facebook<br />IM<br />Mobile<br />Overloaded inbox<br />
  4. 4. Twitter is Hot, But Email is Ubiquitous<br />Twitter has roughly <br />50 million users<br />*The Radicati Group<br />Email has more than <br />1.4 billion worldwide users*<br />
  5. 5. In Fact, Social Usage = More Email Usage<br />
  6. 6. Email marketing outperforms virtually all other media in terms of ROI*<br />*DMA, CMO Council<br />Email Still Rules Dude<br />
  7. 7. Email FTAF is The Old Viral<br />Less than 0.1% CTR<br />
  8. 8. Social Email is The New Viral<br />0.5% CTR <br />
  9. 9. One to One to Many<br />
  10. 10. Extends the Reach of Email<br />Social network users are, on average, connected to <br />between 150 and 200 friends<br />24% average <br />increased reach<br />
  11. 11. High-Value Sharers Emerge<br />
  12. 12. Agenda<br />How Does Share-to-Social Work?<br />Monster Communities Case Study<br />The 6 Keys to Success<br />Key Takeaways<br />Q & A<br />
  13. 13. Share-to-Social (S2S)/Share With Your Network (SWYN): How it Works<br />
  14. 14. This is NOT Share-to-Social/SWYN…<br />But this is…<br />
  15. 15. Insert Share Links<br />ESP<br />Or <br />Custom Coding<br />http://www.email-marketing-reports.com/iland/2008/10/coding-emails-and-landing-pages-with.html<br />
  16. 16. Personalized by recipient<br />
  17. 17. Shared with Friends<br />
  18. 18. Monster Communities Case Study<br />
  19. 19. Social links in email<br />landing page<br />FireLink fan page on Facebook<br />
  20. 20. Share-to-social links on landing page<br />
  21. 21. Post content to Facebook profile<br />
  22. 22. Social links in email<br />landing page<br />FireLink fan page on Facebook<br />
  23. 23. FireLink fan page on Facebook<br />Seeded content<br />- articles<br />- photos<br />- site info<br />User generated content<br /><ul><li> comments
  24. 24. photos
  25. 25. links</li></li></ul><li>6 month referral results<br />other<br />
  26. 26. The 6 Keys to Successful Integration of Social Networks and Email <br />
  27. 27. 6 Keys to Successful Social/Email Integration<br />
  28. 28. 1. Understand What Motivates People to Share<br />
  29. 29. What Motivates People to Share?<br />
  30. 30. Contributing to the Conversation<br />Sharing benefits people through the value of the information shared in return<br />
  31. 31. Self Interest<br />Sharing rewards the pocketbook<br />
  32. 32. Altruism<br />Sharing makes them feel good<br />
  33. 33. Validation<br />Sharing feeds the ego<br />
  34. 34. Affinity<br />Sharing makes people feel more a part of the &quot;community&quot;<br />
  35. 35. Prurience<br />Sharing makes people feel less guilty for gawking<br />
  36. 36. 2. Target the right social networks and media<br />
  37. 37. Facebook Links Included 100% of the Time<br />B2B Emails<br />LinkedIn = 83% <br />
  38. 38. Are 4 to 5 Networks the Right #?<br />
  39. 39. Facebook is Most Effective<br />Which social networks drive the <br />most additional email “views/opens”?<br />Facebook has highest social network effectiveness:<br /><ul><li> Average = 68% - 1000 share clicks = 680 share opens
  40. 40. Top Quartile average = 195% - 1000 share clicks = 1950 share opens</li></li></ul><li>Keys to Targeting the Right Networks<br />Utilize third-party research<br />Survey subscribers/Monitor network activity<br />Test and analyze click/share activity<br />Identify subtrends<br />e.g., High-value sharers<br />Kill the losers<br />
  41. 41. 3. Educate subscribers on how/why to share<br />
  42. 42. Why Education is Key<br />Despite growth, “sharing” is still early<br />Different levels of social adoption<br />Sharing features/networks can differ in approaches<br />
  43. 43. Share to Social in Action<br />Announce…<br />
  44. 44. Explain...<br />
  45. 45. Encourage<br />
  46. 46. 4. Optimize email sharing design and link location<br />
  47. 47. Link Location - Top, Middle or Bottom?<br />
  48. 48. Content, Content, Content<br />
  49. 49. Eat Better America - Bottom<br />
  50. 50. Eat Better America - Top<br />
  51. 51. Dinner Made Easy - Bottom<br />
  52. 52. Dinner Made Easy – Near Top<br />
  53. 53. 5. Create shareworthy content<br />
  54. 54. 8 Keys to Shareworthy Emails<br />
  55. 55. What B2B Emails Are Shareworthy?<br /><ul><li>Relevant Articles
  56. 56. Event /Webinar Notifications
  57. 57. News / Press Releases</li></li></ul><li>What B2C emails are Shareworthy?<br /><ul><li>Great offers
  58. 58. New season / product announcements
  59. 59. Sale Notifications</li></li></ul><li>B2C - Recipes Are Naturally Viral<br />
  60. 60. What’s Not Shareworthy?<br /><ul><li>Highly Personalised Emails
  61. 61. Transactional Emails
  62. 62. Long newsletters
  63. 63. Negative News</li></li></ul><li>“Dough” + Valentine = Shareworthy<br />
  64. 64. 6. Test, Analyze and Refine for Increased Sharing<br />
  65. 65. Test – What’s Working/Not Working<br />Copy/Content/Offers<br />Link Style, Location<br />Broad versus Narrow Focus Messages<br />Viral-Only Messages<br />High-Value Sharers…<br />
  66. 66. Identify Key Influencers<br />Identify recipientswho shared yourmessage<br />Create lists of key influencers <br />Target them with future offers andincentives<br />
  67. 67. How to Measure Success<br />Process<br />Email share click-through rate<br />Network opens/rate<br />Network clicks/rate<br />Performance by network<br />Who is sharing – influencer rates<br />Output<br />New subscribers<br />Additional reach<br />Conversions/revenue<br />
  68. 68. Results<br />800 recipients shared the email offer <br />8% list growth<br />33% people who viewed a shared item clicked through to the offer <br />3x CTR of their standard emails<br />
  69. 69. What to Tell Your Boss<br />$0<br />5X<br />25%<br />
  70. 70. ...but it does require more than just inserting links<br />
  71. 71. 4 Extra Email Marketing Tactics for 2010<br />
  72. 72. 1. Capture and Use the Right Data<br />
  73. 73. Data:<br />They key to <br />email relevance, and therefore your success<br />
  74. 74. Data Is the Foundation of Relevance<br />
  75. 75. Why Preference Centers?<br />
  76. 76. Preference Center Touch Points<br />
  77. 77. No Data, No Relevance<br />Logical Personalization?:<br /><ul><li> Gender
  78. 78. Marital status
  79. 79. Age ranges on signup
  80. 80. Wedding anniversary
  81. 81. Significant other’s birth date</li></li></ul><li>No Recognition of Their Value Proposition<br />How About Product Selection & Content that recognizes I’m:<br /><ul><li> Male
  82. 82. Married
  83. 83. Kind of old guy
  84. 84. Married 25 years</li></li></ul><li>26th Anniversary…and I get This?<br />
  85. 85. Progressive Sign Up<br />
  86. 86. Net-a-Porter<br />
  87. 87. Society of London Theatre<br />
  88. 88. Targeted Communications Based on Age<br />Under 26 targeted mailings <br />Age centric subject line <br />Sent to recipients under 26 years<br />Open rates around double average open rates<br />Mailing for the over 50’s<br />Targeted discount offer<br />Open Rates 75% above average open rate<br />
  89. 89. 2. Welcome Emails – Start the Relationship Right<br />
  90. 90. What is the first email your subscribers receive?<br />Do you throw them in <br />mid-stream, or “welcome” <br />them into the <br />relationship?<br />
  91. 91. Research by marketing publisher MarketingSherpa shows email subscriber interest begins to disintegrate as soon as two weeks after the opt-in, as measured by the open rate. <br />Within two months, the open rate typically falls 20% to 25%.<br />The Honeymoon is Over!<br />
  92. 92.
  93. 93. Welcome Email<br />Immediate Offer <br />versus <br />Customer Data Collection <br />(aka digital handshake)<br />
  94. 94.
  95. 95. Williams-Sonoma 3-Part Series<br />
  96. 96. Welcome Email Ecommerce Case Study<br /><ul><li> Text
  97. 97. Single email
  98. 98. IT Generated
  99. 99. No marketing messaging
  100. 100. HTML
  101. 101. 2-part email series
  102. 102. Marketing generated
  103. 103. Promotions, education</li></ul>75% increase in conversions<br />
  104. 104. 3. Incorporate Personality/UGC<br />
  105. 105. Do your emails stand out?<br />Do they talk at, or with customers?<br />Stand-out from the rest of the crowd, make your subject line POP!<br />
  106. 106. We Like Personalities<br />Jim Cramer – Mad Money<br />Keith Olbermann – MSNBC<br />
  107. 107. …Not Faceless Corporations<br />
  108. 108. Can we talk?<br />More than ever, we want to connect with brands via real people<br />Think Twitter<br />We want a personal note, not a direct marketing promotion<br />
  109. 109. A Dash of Personality<br />Tone<br />From a real person<br />Humor<br />Employee, customer stories/comments<br />UGC<br />“Relatable”<br />
  110. 110. Incorporating Social Aspects Within Emails<br />Comments<br />User ratings<br />Top read, top purchases, etc. <br />
  111. 111. Woot is a Hoot<br />
  112. 112. Like, Awesome Dude!<br />
  113. 113. <ul><li> Personal reviews/ comments from staff members
  114. 114. While not objective, puts real people behind the products and emails</li></li></ul><li>Fun Subject Lines<br />
  115. 115. 4. Move to Lifecycle / Behavior/ Trigger / Event-Based Messaging<br />
  116. 116. Make your conversations <br />with your customers <br />happen in real-time<br />
  117. 117. You Know Who You Are…<br />20 Emails in 22 Days<br />Free Shipping<br />20% off<br />
  118. 118.
  119. 119. Break Through the Clutter With New Message Streams<br />Triggers<br />Notifications<br />Alerts<br />Reminders<br />Aggregators<br />Updates<br />Closeouts<br />…and more<br />
  120. 120. Date/Event-Based Emails<br /><ul><li>Birthday
  121. 121. Anniversary
  122. 122. Holiday
  123. 123. Season/Weather
  124. 124. Renewal
  125. 125. Replenishment
  126. 126. Sale/Special
  127. 127. Service due
  128. 128. Special Event – e.g., Super Bowl
  129. 129. News event
  130. 130. Recent purchase
  131. 131. Abandoned shopping cart
  132. 132. Status or preference change</li></li></ul><li>4 Components<br />
  133. 133. Thanks!<br /><ul><li> 60% Open Rate
  134. 134. Nearly 200% higher than our broadcast average
  135. 135. 18.5% Click through rate
  136. 136. More than 200% higher
  137. 137. 60% higher conversion rate than overall average</li></li></ul><li>Happy Birthday<br /><ul><li>52% Open Rate
  138. 138. (Nearly 150% higher than broadcast average)
  139. 139. 13.8% Click through rate
  140. 140. (125% higher than broadcast average)
  141. 141. 10% higher conversion rate and slightly higher average order value.</li></li></ul><li>Purchase Anniversary<br /><ul><li> 30% Open Rate
  142. 142. 15% Higher conversion rate than overall average</li></li></ul><li>Big Results after One Month:<br />(compared to all previous email campaigns)<br />48% lift Click through rate<br />129% lift in Net Conversion rate<br />Accounted for 10.4% of the total revenue from email marketing while representing only 2.7% of the total email volume.<br />
  143. 143. Key Takeaways<br />Make your emails shareworthy<br />Capture and use the right data<br />Start your subscribers off right<br />Incorporate personality<br />Use automation – triggered and lifecycle<br />Test everything and don’t be afraid to fail<br />
  144. 144. Resources<br />Whitepaper, Email Marketing Goes Social<br />Emails Gone Viral, Social Sharing Benchmark Study<br />
  145. 145. Q&A <br />lmcdonald@silverpop.com@Silverpop@LorenMcDonaldwww.slideshare.net/silverpopwww.silverpop.com<br />john.getze@monster.com@johngetzewww.monster.com<br />

×