Building Brand Advocacy Through Email
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Brand advocacy is the newest form of word-of-mouth. Having a customer recommend you to their friends and family is the most valuable introduction that can be made for your brand. And while some marketers have begun incorporating advocacy marketing tactics into their ongoing strategies, this may seem like a daunting task to others. In this webinar presentation, learn how to build brand advocacy through your email marketing efforts.
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Building Brand Advocacy Through Email
- 3. #EmailAdvocacy Tanya Wheeler-Berliner Director of Marketing, Email on Acid tanya@emailonacid.com @tanyawb
- 4. #EmailAdvocacy Email on Acid provides email testing, troubleshooting and tracking tools to help you simplify and improve your email marketing efforts. About Email on Acid
- 5. #EmailAdvocacy Cliff Corr VP of Strategic Services, Spendsetter cliff@spendsetter.com @cliffscorr
- 6. #EmailAdvocacy Spendsetter is a Advocate Marketing Platform that allows brands to identify and reward their most influential customers. About Spendsetter Marketp
- 7. #EmailAdvocacy The Importance of Brand Advocates
- 8. #EmailAdvocacy The Importance of Brand Advocates Brand Advocates spend 2x more and recommend or share 2 to 4 times more than average customers. (Source: Deloitte, March 2010) 2x They are passionate about your brand
- 9. #EmailAdvocacy The Importance of Brand Advocates Brand advocates are 83% more likely to share information (Source: Bzz Agent Field Guide to Brand Advocates) 83% Brand Advocates are 90% more likely to write a positive review (Source: Talent house) 90% They want to be helpful to others
- 10. #EmailAdvocacy The Importance of Brand Advocates The constantly changing world of digital marketing
- 11. #EmailAdvocacy Consumers are Constantly Connected According to Flurry, 280 million people worldwide are "mobile addicts" who launch applications on their devices 60 times or more per day on average. 280M
- 12. #EmailAdvocacy Mobile Growth & Its Effects Mobile is being used to access emails more than ever before 66% of emails are being opened on a mobile device. (Source: Movable Ink) 66% 67.2% of consumers use a smartphone to check their email. (Source: BlueHornet “Customer Views of email marketing 2015”) 67.2%
- 13. #EmailAdvocacy Mobile-Friendly is a Must-Have for Email If you don’t have emails that are mobile-friendly, you risk losing your audience. 70% of smartphone users say they will delete emails immediately if they do not render properly. (Source: Acxiom) 70% Responsive emails help to not only retain your audience, they allow you the opportunity to turn those individuals into brand advocates.
- 14. #EmailAdvocacy Email Best Practices to Create Advocates
- 15. #EmailAdvocacy Make a Great First Impression 33% of email recipients open an email based on subject line alone. (Source: Salesforce) 33% From name / Reply to address
- 17. #EmailAdvocacy Stand Out in the Crowd
- 19. #EmailAdvocacy Responsive Design Makes a Difference Non-responsive design = a failed email experience
- 20. #EmailAdvocacy Ensure a Flawless Experience in any Inbox Responsive design wins again
- 21. #EmailAdvocacy Be on Brand Marketers rank content and design as the most important elements in email campaigns. (Source: Pardot) Look Tone Conversion
- 22. #EmailAdvocacy Start with the Visuals • Logo • Colors • GraphicsLook Follow your brand guidelines in regards to:
- 23. #EmailAdvocacy Followed by the Copy Tone • Word choice • Content length Tone Your brand voice matters and should be evident in your:
- 24. #EmailAdvocacy Complete the Experience • Landing pages consistent with email campaign • Think about the entire journey Conversion Every touchpoint along the way should point to your brand.
- 25. #EmailAdvocacy Be in the 48% 48% of marketers build a specific landing page for each marketing campaign. (Source: MarketingSherpa) 48%
- 26. #EmailAdvocacy Personalize Your Content Personalized emails improve click through rates by 14% and conversion rates by 10% (Source: The Aberdeen Group) 14%
- 27. #EmailAdvocacy Beginner Personalization Start simple, but start doing something to personalize your content. Merge Tags
- 28. #EmailAdvocacy Intermediate Personalization Send the right message to the right audience. List Segmentation
- 29. #EmailAdvocacy Advanced Personalization A wide range of tools are available to personalize your email experiences. Dynamic Content Tools
- 30. #EmailAdvocacy Brand Advocacy Program Why email is the best start for advocacy?
- 31. #EmailAdvocacy Respect the Relationship • Trust is most important • Thoughtful touch points • Open two-way communication
- 32. #EmailAdvocacy Drive the Personalized Experience • Do good with what you know • Surprise and delight • Put yourself in their shoes
- 33. #EmailAdvocacy Keep Them in the Know • Exclusive access • Special offers • Private contests • Early notifications
- 34. #EmailAdvocacy Acquisition • Email is the strongest tool for brand’s to utilize when kicking off an advocacy program.
- 35. #EmailAdvocacy Engagement • Along with an effective push notification strategy, emails have shown to increase ongoing advocacy engagement.
- 36. #EmailAdvocacy How Email has Improved Our Product
- 37. #EmailAdvocacy Average Customers Vs. Brand Advocates
- 39. Cliff Corr VP of Strategic Services, Spendsetter cliff@spendsetter.com | @cliffscorr www.emailonacid.com Tanya Wheeler-Berliner Director of Marketing, Email on Acid tanya@emailonacid.com | @tanyawb www.spendsetter.com Thank You