6 Keys To Email Sharing

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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.

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  • 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

    1. 1. 6 Keys to Successful Integration of Social Networks and Email<br />Brian Brown, ideapark @idpkbrian<br />Loren McDonald, Silverpop -@LorenMcDonald<br />
    2. 2. 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 />
    3. 3. 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 />
    4. 4. In Fact, Social Usage = More Email Usage<br />
    5. 5. Email marketing outperforms virtually all other media in terms of ROI*<br />*DMA, CMO Council<br />Email Still Rules Dude<br />
    6. 6. Social Email is The New Viral<br />Less than 0.1% CTR<br />0.5% CTR <br />
    7. 7. One to One to Many<br />
    8. 8. 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 />
    9. 9. High-Value Sharers Emerge<br />
    10. 10. Agenda and Goals<br />Agenda<br />How Does Share-to-Social Work?<br />The 6 Keys to Success<br />Key Takeaways<br />Q & A<br />Goals<br />Provide context<br />Better understanding of sharing<br />Share best practices<br />Provide benchmarks<br />
    11. 11. Share-to-Social (S2S)/Share With Your Network (SWYN): How it Works<br />
    12. 12. This is NOT Share-to-Social/SWYN…<br />But this is…<br />
    13. 13. 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 />
    14. 14. Personalized by recipient<br />
    15. 15. Shared with Friends<br />
    16. 16. The 6 Keys to Successful Integration of Social Networks and Email <br />
    17. 17. 6 Keys to Successful Social/Email Integration<br />
    18. 18. 1. Understand What Motivates People to Share<br />
    19. 19. What Motivates People to Share?<br />
    20. 20. Contributing to the Conversation<br />Sharing benefits people through the value of the information shared in return<br />
    21. 21. Self Interest<br />Sharing rewards the pocketbook<br />
    22. 22. Altruism<br />Sharing makes them feel good<br />
    23. 23. Validation<br />Sharing feeds the ego<br />
    24. 24. Affinity<br />Sharing makes people feel more a part of the &quot;community&quot;<br />
    25. 25. Prurience<br />Sharing makes people feel less guilty for gawking<br />
    26. 26. 2. Target the right social networks and media<br />
    27. 27. Facebook Links Included 100% of the Time<br />B2B Emails<br />LinkedIn = 83% <br />
    28. 28. Are 4 to 5 Networks the Right #?<br />
    29. 29. Smaller Networks Generate Higher Share of Clicks<br /># of Share Clicks / Message Unique Clicks<br />
    30. 30. …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%
    31. 31. 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 />
    32. 32. 3. Educate subscribers on how/why to share<br />
    33. 33. 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 />
    34. 34. Share to Social in Action<br />Announce…<br />
    35. 35. Explain...<br />
    36. 36. Encourage<br />
    37. 37. 4. Optimize email sharing design and link location<br />
    38. 38. Link Location - Top, Middle or Bottom?<br />
    39. 39. Content, Content, Content<br />
    40. 40. Eat Better America - Bottom<br />
    41. 41. Eat Better America - Top<br />
    42. 42. Dinner Made Easy - Bottom<br />
    43. 43. Dinner Made Easy – Near Top<br />
    44. 44. Consider Blocked Images<br />
    45. 45. 5. Create shareworthy content<br />
    46. 46. 8 Keys to Shareworthy Emails<br />
    47. 47. What B2B Emails Are Shareworthy?<br /><ul><li>Relevant Articles
    48. 48. Event /Webinar Notifications
    49. 49. News / Press Releases</li></li></ul><li>B2C - Recipes Are Naturally Viral<br />
    50. 50. What’s Not Shareworthy?<br /><ul><li>Highly Personalised Emails
    51. 51. Transactional Emails
    52. 52. Long newsletters
    53. 53. Negative News</li></li></ul><li>“Dough” + Valentine = Shareworthy<br />
    54. 54. 6. Test, Analyze and Refine for Increased Sharing<br />
    55. 55. Test – What’s Working/Not Working<br />Copy<br />Link Style<br />Link Location<br />Broad versus Narrow Focus Messages<br />Viral-Only Messages<br />High-Value Sharers…<br />
    56. 56. Identify Key Influencers<br />Identify recipientswho shared yourmessage<br />Create lists of key influencers <br />Target them with future offers andincentives<br />
    57. 57. 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 />
    58. 58. Takeaways/Resources<br />
    59. 59. What to Tell Your Boss<br />$0<br />5X<br />25%<br />
    60. 60. ...but it does require more than just inserting links<br />
    61. 61. 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 />
    62. 62. Resources<br />Whitepaper, Email Marketing Goes Social<br />Emails Gone Viral, Social Sharing Benchmark Study<br />Shareworthy card<br />
    63. 63. Q&A <br />
    64. 64. Contact Information<br />brian@ideapark.com<br />@idpkbrian<br />www.ideapark.com<br />lmcdonald@silverpop.com@Silverpop@LorenMcDonaldwww.slideshare.net/silverpopwww.silverpop.com<br />

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