The Current State of Email, Social, & Mobile Integration

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The Current State of Email, Social, & Mobile Integration

  1. 1. Online Marketing Summit San Francisco, CA | October 11th, 2010 The Current State of Social, Mobile & Email Marketing Integration Alex Williams Digital Strategy eROI 1
  2. 2. AGENDA:  The Study: US Landscape of Social, Mobile and Email  Planning for Success Pragmatically  Benchmarking & Reporting  Techniques & Execution 2
  3. 3. Current US landscape of Social, Mobile and Email  97% of US households use Email (e-Dialog, 2010)  75% of internet connected homes use Social Networks (61.5% of all US Households)(Nielsen, 2010)  91% of the US population uses a mobile device (CTIA, 2010)  23% use a smart phone (Frank N. Magid Associates, 2010)  285+ million mobile devices in the United States and there are just over 70 million smart phones (e.g., Blackberry, iPhone, Android, Windows). 10/14/2010 3
  4. 4. The Study  Conducted in April of 2010  500 marketers surveyed  Respondent profile was nearly equal parts B2B marketers (39%), B2C marketers (31%), and those who are both B2B and B2C marketers (30%). 10/14/2010 4
  5. 5. State of Mobile Marketing When asked if their companies were measuring the use or prevalence of mobile devices for their email subscribers, nearly two-thirds (63%) of marketers said no and another 11.5% were not sure. 10/14/2010 5
  6. 6. State of Mobile Marketing 10/14/2010 6
  7. 7. State of Mobile Marketing 10/14/2010 7
  8. 8. State of Social Marketing • Social media has been adopted by nearly two-thirds of the United States population • Nearly three-quarters (73.7%) of marketers feel that social media is having a positive impact on their marketing efforts. • 59.5% of organizations assign less than five hours per week to social- media-management-related tasks. This puts social media as one of the least involved marketing programs from an organizational standpoint. 10/14/2010 8
  9. 9. State of Social Marketing 10/14/2010 9
  10. 10. State of Social Marketing 10/14/2010 10
  11. 11. State of Social Marketing • Nearly two-thirds of marketers responded that they are integrating social media with their email marketing efforts and 59.1% are integrating ―Share With Your Network‖ links. • When respondents who weren’t integrating social media into their email campaigns were asked why, they cited lack of resources and knowledge ( 35.2% and 21.4%, respectively)— the same reasons given for not using mobile. • Of those who are implementing social network links and tools into their email marketing programs, there are four major networks that are part of their programs with a handful of second-tier networks being represented. 10/14/2010 11
  12. 12. State of Social Marketing 10/14/2010 12
  13. 13. Planning for Success 10/14/2010 13
  14. 14. Most digital relationships started with a website, with email marketing bringing them back. New devices and technologies have altered this forever. This mix still works though…very well. Protect it. 14
  15. 15. What’s the value of an email address? source: Email Marketing: An Hour a Day Authors - Jeanniey Mullen, David Daniels, David Gilmour Publisher - John Wiley and Sons, 2008 15
  16. 16. The Inbox is Cluttered; Attention is Scarce 16
  17. 17. It’s that way Everywhere…not just in Email 17
  18. 18. Lots of devices, few standards. 18
  19. 19. What Does Email Success Look Like? • Delivered Rate • Forwarding • Open Rate • Sharing • Click Through • Adding Preferences • Conversions • Unsubscribe Rate Other channels presence must support - not distract - from these email marketing goals. 19
  20. 20. Start integrating where you already have some traction. Those answers are in your web analytics. 20
  21. 21. Google Analytics Referring Sites - Social 21 21
  22. 22. Google Analytics Mobile Device Traffic 22
  23. 23. More Tools Are on the Way Flowtown & Fliptop – Find out what Social Sites your Subscribers are On 23
  24. 24. Benchmarking for Success A Few Ideas… Mobile Social Video Click Through Click Through Plays Conversions Conversions Conversions Page Views Sharing Votes/Polling Time on Site Mentions Sharing Sharing Fans/Followers/Etc… Comments New Subscribers 24
  25. 25. Integrating Social into Email 25
  26. 26. Integrating Social into Email Start by allowing and promoting replies SES Event Promotion Replying to this email to ask a question would be much more effective than having a “conversation” about it on a social site. Reply-6583@ doesn’t invite that interaction. 26 26
  27. 27. Integrating Social into Email Contextualize Social Sharing Links in Email OK! Magazine Newsletter ―Read More‖, first desired option. ―Share this Story‖ on Twitter/Facebook is also a win as a second option to drive page views. Sharing URL’s provided by Facebook and Twitter for single click to converting the share. 27
  28. 28. Integrating Social into Email Make Sharing a Call-To-Action Hotels.com Promotional Email ―Share this deal on Facebook‖ is presented as the first option. Doesn’t compete with ―GO >‖ call-to-action in the bottom right. 28
  29. 29. Integrating Social into Email Don’t compete with your call to action! FEI Welcome Email Competing with your own call-to-actions can be tricky. Use dedicated messages early in the lifecycle instead of creating competition with high performing messages like the welcome email. Icons will be clicked on! 29
  30. 30. Integrating Social into Email Take your best shot at conversion first Levi’s Welcome Email The first order is the most important thing here. Placement in the Footer allows all desired Call- to-Actions to be seen in order of importance. Social Icons aren’t overly descriptive but support the creative direction. 30 30
  31. 31. Integrating Social into Email It doesn’t hurt to ask… 10/14/2010 31
  32. 32. Integrating Mobile into Email 32
  33. 33. Integrating Mobile into Email Content Heavy Newsletters Must Be Formatted 2 OPTIONS: • Add link to web-based Mobile Version • Format HTML email for all devices 33
  34. 34. Are your mobile readers more engaged than you think? 34
  35. 35. Are certain mobile device readers more engaged than others? 35
  36. 36. Integrating Mobile into Email Start by Testing ―View Mobile Version‖ Tip: Add your Web Analytics code to your hosted mobile version to analyze the impact of the traffic on conversions. 36
  37. 37. Integrating Mobile into Email ―Just the Facts Ma’am.‖ Teleflora Mobile Version vs. Teleflora HTML with Images 37
  38. 38. Integrating Mobile into Email Can they Convert on the Mobile Web? If your emails are driving a lot of traffic from mobile devices, you are probably ready for a mobile-friendly website. 38
  39. 39. 39
  40. 40. Thank You #OMSDMA! Alex Williams eROI alex.williams@eroi.com Ph: 503-484-5901 @alexcwilliams LinkedIn.com/in/emailmarketingstrategy 40
  41. 41. Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit 41

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