Social Email Marketing: an emarsys Presentation


Published on

Social Media and Email Marketing: statistics and best practice from around Europe

Published in: Technology
  • Be the first to comment

Social Email Marketing: an emarsys Presentation

  1. 1. Social Email Marketing What companies are doing now + 5 best practices to integrate email with social Daniel Harari Head of Marketing, Co-Founder © emarsys eMarketing Systems AG
  2. 2. About emarsys <ul><li>Leading provider of email marketing solutions & services </li></ul><ul><li>Founded September 2000 </li></ul><ul><li>Private corporation </li></ul><ul><li>Offices in London, Vienna, Munich, Berlin, Zurich and Hong Kong </li></ul><ul><li>600+ customers, 8000+ active users, 50+ countries </li></ul><ul><li>2.5+ billion emails sent every month </li></ul>
  3. 3. Selected clients
  4. 4. Survey Results emarsys Social Email Marketing Poll, 10/2010
  5. 5. Does Your Company Have a Social Media Presence? <ul><ul><li>No and we are not planning to </li></ul></ul><ul><ul><li>Yes </li></ul></ul><ul><ul><li>Not yet, but we are planning to </li></ul></ul>.
  6. 6. Which of the Following Networks is Your Company Presently On?
  7. 7. What are Your Reasons for Using Social Media?
  8. 8. Do You Have a SWYN Functionality Integrated in Your Emails? <ul><ul><li>Yes </li></ul></ul><ul><ul><li>No and we are not planning to </li></ul></ul><ul><ul><li>Not yet, but we are planning to </li></ul></ul>
  9. 9. Do You Include Social Media Content in Your Emails? <ul><ul><li>Yes </li></ul></ul><ul><ul><li>No and we are not planning to </li></ul></ul><ul><ul><li>Not yet, but we are planning to </li></ul></ul>
  10. 10. Do You Offer the Opportunity to Subscribe to Your Emails on Social Pages? <ul><ul><li>Yes </li></ul></ul><ul><ul><li>Not yet, but we are planning to </li></ul></ul><ul><ul><li>No and we are not planning to </li></ul></ul>
  11. 11. Do You Measure Results of Your Social Media Activities? <ul><ul><li>Yes </li></ul></ul><ul><ul><li>Not yet, but we are planning to </li></ul></ul><ul><ul><li>No and we are not planning to </li></ul></ul>
  12. 12. Are You Satisfied with the Results of Your Social Media Activity?
  13. 13. Do You Plan to Continue Social Media Marketing in the Future? <ul><ul><li>Yes </li></ul></ul><ul><ul><li>Not yet, but we are planning to </li></ul></ul><ul><ul><li>No and we are not planning to </li></ul></ul>
  14. 14. 1. Share with your network
  15. 15. Viral Marketing via Forward-to-a-friend Measurable? Your Email Message Email Client Forwards FTAF Form Forwards FTAF Recipients Re-Forwards 2nd-Level FTAF Recipients
  16. 16. Share-with-your-Network Viral Marketing Measurable!! Your Email Message Direct Network Messages General Posts,Tweets etc. SWYN Recipients Re-Posts, Re-Tweets 2nd/3rd/4th-Level SWYN Recipients
  17. 17. Sharing Whole Email vs Specific Content <ul><li>Depending on amount of different content/offers </li></ul><ul><li>Share options best for individual content/offers </li></ul>
  18. 18. Things to consider before… <ul><li>For which networks should I offer share options? </li></ul><ul><li>Is my content ‘shareworthy’? Why would my subscribers want to share my email content? </li></ul><ul><li>How will my company benefit from the ‘shares’? Just increased awareness or more? </li></ul><ul><li>Can I measure the success? </li></ul>
  19. 19. 2. Subscribers to Fans/Followers
  20. 20. Turning Subscribers into Fans, Followers Your Email Message Call to Follow, Like, Digg, etc. New Fans, Followers,... Influence Own Network New 2nd/3rd/4th Fans, Followers Incentive Optional
  21. 21. Things to consider before… <ul><li>Which social networks do I want my subscribers to follow? </li></ul><ul><li>Why should they get ‘socially connected’ with my brand? </li></ul><ul><li>Do I plan to shift channel emphasis entirely or adding more touchpoints? </li></ul><ul><li>Dedicated campaign and/or ongoing ‘get connected’ buttons? </li></ul><ul><li>Do I offer an incentive to join? </li></ul>
  22. 22. Turning Fans, Followers into Subscribers Social Networks Profile Integrated Sign-Ups Link to Email Sign-Up Forms New Email Subscribers Incentive Optional
  23. 23. Example Mainline Menswear Difference: Dedicated campaign achieves 4x more conversions Ongoing ‘Get Connected’ Dedicated ‘Get Connected’ Mailing
  24. 24. 3.Fans/Followers to Subscribers
  25. 25. Things to consider before… <ul><li>Why should a fan/follower sign-up for your email messages? Different content? </li></ul><ul><li>Should I run a dedicated campaign or provide constant sign-up options? </li></ul><ul><li>Do I provide a dedicated welcome or confirmation message for new subscribers from social channels? </li></ul>
  26. 26. Example Greggs The Bakes <ul><li>Ongoing competition on Facebook Welcome Page </li></ul><ul><li>Sign-up for email promotions included in form </li></ul>
  27. 27. 4. Social Content in Emails
  28. 28. Social Content for Emails Content from Social Networks Manual Input Automatic Input (RSS/XML...) Your Email Message
  29. 29. Things to consider before… <ul><li>What social media content do I want my email subscribers to see and why? </li></ul><ul><li>Do I have to enter the content manually or can this be automated (e.g. latest tweets inserted via RSS)? </li></ul><ul><li>If automated, am I relinquishing control over potentially inappropriate content? </li></ul>
  30. 30. 5. Email Content in Social Networks
  31. 31. Email Content for Social Networks Tweeted Posted on Profile Your Email Message Archived on Profile Your Social Network Profiles
  32. 32. Things to consider before… <ul><li>Do I want to publish my entire email message or only selected content? </li></ul><ul><li>Do I want to publish the same content for every social network? </li></ul><ul><li>Do I want to publish the content at the same time when I launch my email campaign? </li></ul><ul><li>Do I have to publish the content manually or is it possible to automate this ? </li></ul>
  33. 33. For More Information emarsys UK Web: Email: [email_address] Phone: +44(0) 207 3880888 Twitter: Facebook: s Contact us: