Email Social Media 4 Tactics 2010 Nor Cal Dma 11.18.09
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Presentation given to the Northern California DMA chapter on November 18, 2009. Majority of the presentation is on integrating email with social networks; second section touches on 4 areas: Data capture; Welcome Emails, Using Personality in Emails and Trigger-based emails.
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Email Social Media 4 Tactics 2010 Nor Cal Dma 11.18.09
- 1. Integrating Email With Social Media Loren McDonald, Silverpop @LorenMcDonald John Getze, Monster @johngetze
- 3. Email is Dead, Right? CAN-SPAM Act Twitter SPAM Changing Demographics RSS Facebook IM Mobile Overloaded inbox
- 4. Twitter is Hot, But Email is Ubiquitous Twitter has roughly 50 million users *The Radicati Group Email has more than 1.4 billion worldwide users*
- 5. In Fact, Social Usage = More Email Usage
- 6. Email marketing outperforms virtually all other media in terms of ROI* *DMA, CMO Council Email Still Rules Dude
- 7. Email FTAF is The Old Viral Less than 0.1% CTR
- 8. Social Email is The New Viral 0.5% CTR
- 9. One to One to Many
- 10. Extends the Reach of Email Social network users are, on average, connected to between 150 and 200 friends 24% average increased reach
- 12. Agenda Overview How Does Share-to-Social Work? Monster Communities Case Study The 6 Keys to S2S Success Bonus: 4 Things to Do in 2010 Preference Centers Welcome Emails Personality Lifecycle/Trigger-based Emails
- 13. Share-to-Social (S2S)/Share With Your Network (SWYN): How it Works
- 14. This is NOT Share-to-Social/SWYN… But this is…
- 15. Insert Share Links ESP Or Custom Coding http://www.email-marketing-reports.com/iland/2008/10/coding-emails-and-landing-pages-with.html
- 18. Monster Communities Case Study
- 19. Social links in email landing page FireLink fan page on Facebook
- 20. Share-to-social links on landing page
- 21. Post content to Facebook profile
- 22. Social links in email landing page FireLink fan page on Facebook
- 24. photos
- 26. The 6 Keys to Successful Integration of Social Networks and Email
- 27. 6 Keys to Successful Social/Email Integration
- 28. 1. Understand What Motivates People to Share
- 29. What Motivates People to Share?
- 30. Contributing to the Conversation Sharing benefits people through the value of the information shared in return
- 31. Self Interest Sharing rewards the pocketbook
- 32. Altruism Sharing makes them feel good
- 33. Validation Sharing feeds the ego
- 34. Affinity Sharing makes people feel more a part of the "community"
- 35. Prurience Sharing makes people feel less guilty for gawking
- 36. 2. Target the right social networks and media
- 37. Facebook Links Included 100% of the Time B2B Emails LinkedIn = 83%
- 38. Are 4 to 5 Networks the Right #?
- 41. 3. Educate subscribers on how/why to share
- 42. Why Education is Key Despite growth, “sharing” is still early Different levels of social adoption Sharing features/networks can differ in approaches
- 43. Share to Social in Action Announce…
- 44. Explain...
- 45. Encourage
- 46. 4. Optimize email sharing design and link location
- 47. Link Location - Top, Middle or Bottom?
- 49. Eat Better America - Bottom
- 50. Eat Better America - Top
- 51. Dinner Made Easy - Bottom
- 52. Dinner Made Easy – Near Top
- 53. 5. Create shareworthy content
- 54. 8 Keys to Shareworthy Emails
- 58. New season / product announcements
- 62. Long newsletters
- 64. 6. Test, Analyze and Refine for Increased Sharing
- 65. Test – What’s Working/Not Working Copy/Content/Offers Link Style, Location Broad versus Narrow Focus Messages Viral-Only Messages High-Value Sharers…
- 66. Identify Key Influencers Identify recipientswho shared yourmessage Create lists of key influencers Target them with future offers andincentives
- 67. How to Measure Success Process Email share click-through rate Network opens/rate Network clicks/rate Performance by network Who is sharing – influencer rates Output New subscribers Additional reach Conversions/revenue
- 68. Results 800 recipients shared the email offer 8% list growth 33% people who viewed a shared item clicked through to the offer 3x CTR of their standard emails
- 69. What to Tell Your Boss $0 5X 25%
- 70. ...but it does require more than just inserting links
- 71. 4 Extra Email Marketing Tactics for 2010
- 72. 1. Capture and Use the Right Data
- 73. Data: They key to email relevance, and therefore your success
- 74. Data Is the Foundation of Relevance
- 76. Preference Center Touch Points
- 78. Marital status
- 79. Age ranges on signup
- 82. Married
- 83. Kind of old guy
- 86. Net-a-Porter
- 87. Society of London Theatre
- 88. Targeted Communications Based on Age Under 26 targeted mailings Age centric subject line Sent to recipients under 26 years Open rates around double average open rates Mailing for the over 50’s Targeted discount offer Open Rates 75% above average open rate
- 89. 2. Welcome Emails – Start the Relationship Right
- 90. What is the first email your subscribers receive? Do you throw them in mid-stream, or “welcome” them into the relationship?
- 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. Within two months, the open rate typically falls 20% to 25%. The Honeymoon is Over!
- 93. Welcome Email Immediate Offer versus Customer Data Collection (aka digital handshake)
- 97. Single email
- 98. IT Generated
- 99. No marketing messaging
- 100. HTML
- 101. 2-part email series
- 102. Marketing generated
- 103. Promotions, education75% increase in conversions
- 105. Do your emails stand out? Do they talk at, or with customers? Stand-out from the rest of the crowd, make your subject line POP!
- 106. We Like Personalities Jim Cramer – Mad Money Keith Olbermann – MSNBC
- 108. Can we talk? More than ever, we want to connect with brands via real people Think Twitter We want a personal note, not a direct marketing promotion
- 109. A Dash of Personality Tone From a real person Humor Employee, customer stories/comments UGC “Relatable”
- 110. Incorporating Social Aspects Within Emails Comments User ratings Top read, top purchases, etc.
- 111. Woot is a Hoot
- 112. Like, Awesome Dude!
- 115. 4. Move to Lifecycle / Behavior/ Trigger / Event-Based Messaging
- 116. Make your conversations with your customers happen in real-time
- 117. You Know Who You Are… 20 Emails in 22 Days Free Shipping 20% off
- 119. Break Through the Clutter With New Message Streams Triggers Notifications Alerts Reminders Aggregators Updates Closeouts …and more
- 121. Anniversary
- 122. Holiday
- 123. Season/Weather
- 124. Renewal
- 125. Replenishment
- 126. Sale/Special
- 127. Service due
- 128. Special Event – e.g., Super Bowl
- 129. News event
- 130. Recent purchase
- 131. Abandoned shopping cart
- 134. Nearly 200% higher than our broadcast average
- 135. 18.5% Click through rate
- 136. More than 200% higher
- 138. Nearly 150% higher than broadcast average
- 139. 13.8% Click through rate
- 140. 125% higher than broadcast average
- 143. Key Takeaways Make your emails shareworthy Capture and use the right data Start your subscribers off right Incorporate personality Use automation – triggered and lifecycle Test everything and don’t be afraid to fail
- 144. Resources Resource Center White papers Webinars Blogs Case studies Newsletters http://www.silverpop.com/marketing-resources/index.html Many presentations on SlideShare www.slideshare.net/Silverpop
- 145. Q&A lmcdonald@silverpop.com@Silverpop@LorenMcDonaldwww.slideshare.net/silverpopwww.silverpop.com john.getze@monster.com@johngetzewww.monster.com
Editor's Notes
- 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.
- Facebook result of sharing to social. Share-to-social and Share to your Network (STYN)