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21 June 2011 – LorenMcDonald<br />Amsterdam – The Netherlands<br />#sexyemail11<br />

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In a “Mocial” World, Email Is Hotter and Sexier Than Ever<br />Loren McDonald<br />@LorenMcDonald<br />@Silverpop<br />

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I’m Too Sexy For My Inbox!<br />

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But isn’t social and mobile hotter and sexier than email?<br />

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The World Has Changed<br />Marketing<br /> v<br />

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Not a fad…but a way of life<br /> 600M 200M<br />

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Netherlands: #1 WW<br />Market Penetration<br />

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Facebook vsHyves<br />Facebook 6.56M<br />7.65M<br />2010 Growth: 76% -1%<br />

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Smartphone Sales Pass PC Sales<br />Q4 2010<br />

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40+ Tablets Expected to Ship in 2011<br />

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Mobile Apps are Exploding<br />25 billion downloaded by 2015 <br />Juniper Research<br />

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Just Passed 10 Million Users<br />

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Buzz<br />ROI<br />

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So How About 2 Billion <br />Email Users?<br />Radacati Group<br />

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It’s Mobile – Anywhere & Everywhere<br />Coffee shop<br />Context<br />

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Social vs Email<br />Conversation<br />Conversion<br />Email drives the ROI in Mocial<br />

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Automation & Triggers<br />Nurture<br /> & Convert<br />

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So Email Marketing is Still…<br />+<br />HOT<br />SEXY<br />

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So let’s not freak out – OK?<br />

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But …<br />email marketers must <br />adopt, adapt and improve.<br />

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M O C I A L S !<br />MEET<br />THE<br />Mocial and email marketing – the next super group!<br />

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So what the heck is a mocial?<br />

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“mo + ci + al”<br />

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Email Marketing in a Mocial World<br />

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So what is the current / future state of “mocial” marketing?<br />

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<ul><li>500 Silverpop clients

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April 2011

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Use of social, mobile, local and email channels</li></li></ul><li>How integrated are your marketing programmes across email, social and mobile? <br />75%<br />Yes / <br />Somewhat<br />

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Email vs Likes/Followers<br />

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48%: <br />Have/Plan <br />to add<br />

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…Don’t forget Twitter<br />

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Transition: Share>Find>Follow>Like<br />

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78% Including Social Links in Emails<br />Internet Retailer <br />500 Study<br />

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More Than 2/3 Include Like/Follow<br />Internet Retailer <br />500 Study<br />

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Promote Likes/Follows<br />

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Do You Offer Email Opt-in with SMS<br />81% <br />say<br />No or<br />No Plans<br />

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Get out your phones<br />Text to 12345<br />ABCD ADD [your email address]<br />

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SMS Text to Email Opt-in<br />Events<br />Point <br />Of<br />Purchase<br />Billboards<br />

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Does your company have a mobile app?<br />66% have<br />/ plan to<br />

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25+% of Apps Used Only Once<br />

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Use email<br />to drive adoption/use <br />of apps and <br />check-ins<br />

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App: Missed Email Opportunity<br />

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Implementing local check-in campaigns?<br />77% <br />Don’t Know / <br />Have no plans <br />

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Acquisition<br />Foursquare check-ins/opt-ins<br />Programmes<br /><ul><li>Loyalty Programmes

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Contests

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Scavenger Hunts</li></li></ul><li>Impact on Email Marketing<br />

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Going Mobile / Screensize-apalooza<br />

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Where is My Email Being Read?<br />

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Context Means…<br />

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The New Design Challenge<br />Old mouse<br />New mouse<br />

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Do Your Email’s Have the Touch?<br />Source: StyleCampaign.com, Litmus<br />

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Impact on Email Marketing<br />

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Old Rule:<br />Sell the sizzle, not the steak.<br />

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New Rule:<br />Educate with grilling tips, recipes and wine pairing.<br />

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Let Customers Do the Selling<br />

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Get Real<br />Get Human<br />Add Value<br />

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Impact on Email Marketing<br />

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Social is the New Broadcast<br />

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Try Doing this with Social Media<br />

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Email Sophistication Progression<br />

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Email’s Strengths<br />

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Triggers<br />

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Did You Forget Something?<br />A Special Offer To Return To Tafford<br />

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Abandoned Cart Indexed Results…<br />

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Sample Results: CAR vs Promotional Emails<br />

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0.3% Volume but 18.6% of Email Revenue<br />

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Automation Enhances Email’s Role<br />Welcome <br />Campaigns<br />1st Purchase Campaigns<br />Repeat Purchase Campaigns<br />Loyalty Campaigns<br />Reengagement Campaigns<br />100<br />300<br />400<br />600<br />-400<br />-200<br />Subscribers / Visitors<br />1st Time<br />Customers<br />Repeat<br />Customers<br />Unengaged Customers<br />Loyal<br />Customers<br />-<br />+<br />+<br />+<br />

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Email Rocks More Than Ever<br />

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What are you doing to <br />advance your email program<br />in a world gone mocial?<br />

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Q & A / Contact Information<br />Loren McDonald<br />lmcdonald@silverpop.com<br />Twitter: @LorenMcDonald<br />Twitter: @Silverpop<br />www.slideshare.net/silverpopwww.silverpop.com<br />