Joint presentation from Loren McDonald, SIlverpop and Brian Brown, ideapark at the MIMA Annual Summit on the key success factors for incorporating social sharing into your email marketing program and messages.
The Direct Marketing Association estimates that commercial e-mail will generate $45.65 for every dollar spent in 2008. Contrast that with $22.52 for non-email Internet marketing (search engine optimization and ads) and $7.09 for catalog.
National Express did 3 important things with this email..Firstly - it was a compelling offerSecondly – there wasn’t huge amounts of confusion around the message being sharedFinally – they made it easy and explained what the links were for those unfamililar with the concept
B2B Marketing emailB2B email marketing and social
Best of all, users can create a list of the recipients who shared the email to Social Network. These Influencers are especially valuable to marketers, and in a few clicks they can be identified in a list. That list can be used to easily target this valuable group with special offers or special communications that will harness their value.
6 Keys To Email Sharing
6 Keys to Successful Integration of Social Networks and Email<br />Brian Brown, ideapark @idpkbrian<br />Loren McDonald, Silverpop -@LorenMcDonald<br />
Smaller Networks Generate Higher Share of Clicks<br /># of Share Clicks / Message Unique Clicks<br />
…But 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%
Top Quartile average = 195%</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 />
3. Educate subscribers on how/why to share<br />
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 />
Share to Social in Action<br />Announce…<br />
What to Tell Your Boss<br />$0<br />5X<br />25%<br />
...but it does require more than just inserting links<br />
Key Takeaways<br />Narrow your network focus<br />Make it easy to share<br />Determine what your subscribers find most ‘Shareworthy’<br />Identify and reward your key influencers<br />Test everything and don’t be afraid to fail<br />