Social Email Marketing


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Social Email Marketing

  1. 1. Social Email Marketing By: Elaine Uy Chief Marketing Officer Yehey! Digital Group sMail Marketing
  2. 2. <ul><li>“ The popularity of social networks shouldn't spell the end for email marketing but rather the beginning of a harmonious relationship. ” </li></ul><ul><li> </li></ul>
  3. 3. Communication/Marketing Channel Landscape “ social email”
  4. 4. A world of new inboxes.
  5. 5. Social Media Ecosystem <ul><li>Social Networking </li></ul><ul><li>Publish </li></ul><ul><li>Photo </li></ul><ul><li>Audio </li></ul><ul><li>Video </li></ul>15 Social Media Categories <ul><li>Micro-Blogging </li></ul><ul><li>Livecasting </li></ul><ul><li>Virtual Worlds </li></ul><ul><li>Gaming </li></ul><ul><li>Productivity Applications </li></ul><ul><li>Aggregators </li></ul><ul><li>RSS </li></ul><ul><li>Search </li></ul><ul><li>Mobile </li></ul><ul><li>Interpersonal </li></ul>What is Social Media? Connect. Interact. Share.
  6. 6. <ul><li>from push… …to pull…. </li></ul><ul><li>… .to engagement & sharing… </li></ul>Social, conversation, feedback, UGC, etc. Push one-to-many Direct mail, television, radio Pull one-to-one
  7. 7. <ul><li>Brand is now defined by the market and not just your marketing! </li></ul>
  8. 8. The Power of Social Media <ul><li>In 2008, 33% of online users were monthly users of social networks </li></ul><ul><li>Social network users are, on average, connected between 150 and 200 friends </li></ul><ul><li>40% of email participants use social sites to gather product information and recommendations </li></ul><ul><li>Sources: </li></ul><ul><li>“ Social Media Consumption”, Jupiter Research, September 23, 2008 </li></ul><ul><li>“ Social Technographics, Mapping Participation in Activities Forms the Foundation of Social Strategy”, Forrester Research April 2007 </li></ul><ul><li>“ The Benefits of Facebook “Friends”, Social Capital and College Students’ Use of Online Social Network Sites”, by Ellison Steinfield and Media Michigan State Universiy, 2007 Journal & Computer-Mediated Communication </li></ul><ul><li>“ Targeting Influential E-mail Subscribers”, Jupiter Research July 2008 </li></ul>
  9. 9. Email is alive and well <ul><li>92% of adult internet users send or read email - far more than regularly visit any social network </li></ul><ul><li>According to the Direct Marketing Association and CMO Council, email marketing outperforms virtually all other media in terms of ROI </li></ul><ul><li>Email delivers one of the lowest costs per order and 2-times the ROI of any other digital channel </li></ul>Sources: Pew America Life & Internet Study AberdeenGroup
  10. 10. How do we marry both worlds?
  11. 11. What Email Marketing Does <ul><li>Cost-Effective, High ROI </li></ul><ul><li>Allows Targeting & Personalization </li></ul><ul><li>Generates actionable data & immediate response </li></ul><ul><li>Drives direct sales & supports sales through other channels </li></ul><ul><li>Builds relationships, loyalty and trust </li></ul>SOURCE: Chinie’s Presentation
  12. 12. How it Works: Standard Email Marketing Campaign
  13. 13. What Social Media Does <ul><li>Free! </li></ul><ul><li>Consumer immediate feedback </li></ul><ul><li>Generates actionable data & immediate response </li></ul><ul><li>Builds referral and online conversation </li></ul>
  14. 14. How it Works: Integrate Social Capabilities
  15. 15. Why “Social”? <ul><li>SWYN (Share With Your Network) </li></ul><ul><ul><ul><li>Allows the system to build extended conversation through customer network </li></ul></ul></ul><ul><ul><ul><li>ACQUIRE additional leads </li></ul></ul></ul><ul><li>Friend/Follower Recruitment </li></ul><ul><ul><ul><li>Enable your brand to capture and retain future customers. </li></ul></ul></ul>Focus on two benefits of social integration
  16. 16. Collaboration STEP 1: Promotional email (eDM) sent STEP 2: Integrate “SHARE THIS” and “Follow Us on Twitter, etc.” icons in the dispatch STEP 3: Selected (i.e. FB) newsfeed view with customer including call-to-action in messaging. STEP 4: Friends comment and rate and click on the link to subscribe or purchase
  17. 17. The Integration <ul><li>SWYN </li></ul>
  18. 26. List building from Social Media flipping the coin Usage Social Media Tool
  19. 28. Helpful tips for social email <ul><li>If client has social networking page, it should try to build and capture its email database. </li></ul><ul><li>To maximize social tools, all offers in the email dispatch should be promoted in all social platforms used. </li></ul><ul><li>Update community sites as often as needed. </li></ul><ul><li>Know your audience for proper messaging and call to action. </li></ul><ul><li>Use email to drive initial traffic to these sites or features on them (this will give you a chance to measure the effectiveness of the overall effort). </li></ul>
  20. 29. Metrics <ul><li>Email Marketing % </li></ul><ul><li>Reads </li></ul><ul><li>Bounces </li></ul><ul><li>Successful Recipient </li></ul><ul><li>Social Email Marketing % </li></ul><ul><li>Reads </li></ul><ul><li>Bounces </li></ul><ul><li>Successful Recipient </li></ul><ul><li>Followers, Fans, Friends, Subscribers… </li></ul>
  21. 30. Defining New Metrics <ul><li>By embedding distinctive links in the social communications and measuring usage of those links via web analytics, the marketer can get a rough idea of success. </li></ul>
  22. 31. Referring Sites Newsletter received thru email Blog posts
  23. 33. The Difference? eMail sMail CREATIVE Static / Text / Image Static / Text / Image w/ links w/ links, share & subscribe buttons REGULATIONS Permission-based Permission-based Reputation & Image (risk of ISP blocking) Reputation & Image (risk of ISP blocking) CONTENT Relevant / Share worthy Relevant / Share worthy Include comments, user ratings & top read, top purchases
  24. 34. Common sMail Mistakes <ul><li>Broken links </li></ul><ul><li>Failure to update </li></ul><ul><li>Posting irrelevant content </li></ul><ul><li>Generic call-to-action </li></ul>
  25. 35. <ul><li>It’s never social when it’s not easily shared and deemed share-worthy by friends. </li></ul>Our sMail Takeaway…
  26. 36. Thank You.