Use Email Marketing and Social Media Together to Drive Revenue


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Top retail marketers are using email to bridge the gap between social media marketing and incremental revenue. Here's your chance to engage leaders in social email and learn how they use email and social media to:
- Identify their brand's most profitable social influencers
- Motivate influencers to spread the word about their brand
- Measure the growth and value of their brand's social presence
- Target influencers and like-minded fans when they're ready to buy

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  • Susan: General intro. Self-intro from each panelist: Name, title, company, why you’re qualified to speak to this topic
  • Susan
  • Susan to speak about some of the opportunities email offers marketers today.: Established/mature; high ROI, since marketers are highly adept at tracking revenue directly back to their email campaigns, so they continue to invest in their email programs.
  • Susan to speak about two challenges email presents for marketers: delivery and engagement. Anecdotal: Only 27% of marketers are personalizing email
  • Jason to speak about some of the opportunities social media offers marketers today.
  • Jason to speak about measuring social media ROI as a challenge facing marketers today.
  • Susan: Social and email are better together because one channel’s challenge is the other channel’s strength. For that reason, you shouldn’t look at social and email as an either/or decision. Using both together makes sense for three reasons: First of all, your customers aren’t paying as much attention to the channel as you are—they’re focused on the message if it’s relevant to them, not the medium. Second, it’s smart from a strategic and an organizational efficiency perspective to have tight alignment btwn social and email because a disconnect can actually damage your brand. Third and most importantly, the two together provide marketers a holistic solution that allows you to identify your brand influencers, motivate those influencers to share information about your brand across their social networks, track how brand information is being socialized, then target the influencers and their likeminded friends with appropriate offers when they’re most likely to buy. Discussion with panel: Message vs. Medium--do you see crossover between social fans and email subscribers that might indicate that their relationship with your brand is channel agnostic? Brand influencers: Who are they, what have you learned about them through your brand’s social presence and/or email program? Operational efficiency: Who owns the social programs in your departments?
  • Kailin to speak about BikeBandit’s process, results so far.
  • Our brand purpose, we exist to make a positive difference in women’s lives , has shaped the relationships we build with each customer. Further to that, our vision to connect women keeps us focused on providing a platform for women to express themselves and form relationships with other like-minded women. Email and social media are great ways to scale those relationships while sticking to the heart of our social philosophies: being genuine, being kind, doing the right thing, and adding fun. We try to bring a little light and love to our customers through fun and engaging tactics—we start the conversation and ask them to continue the dialog with us and with each other on our social properties.
  • Sarah
  • Sarah. We invited customers to share a story on our Facebook wall using their favorite eye color names—and they responded in clever droves.
  • Sarah. We’re adding a more conversation-minded newsletter to our email program mix to engage customers with the folks behind the brand.
  • Jason. Putting a social widget into an email. This is an example of email “pushing” a widget out to build a brand’s social network. What about widgets “pulling” from the social sphere to benefit marketers’ email programs? (social sign up widgets)
  • A Feb 2010 Chadwick Martin Bailey survey found that 60% of Facebook users who are fans of a brand are more likely to recommend the brand to friends since they became a fan; the same is true of 79% of Twitter users who follow a brand. Meanwhile 51% of the Facebook fans and 67% of Twitter followers are more likely to buy a brand since they became a fan or follower. Re: Correlation vs. causation, or the question of whether the affinity to purchase existed before the social relationship with a brand, CMB noted that those surveyed indicated that social updates from brands they follow are more likely to get their attention than messages from brands they don’t follow. For Panelists: You both have highly profitable email programs. How are you tracking your social efforts back to sales? Jason, what information do you have about social programs driving revenue?
  • Everyone to write down response. Sarah and Kailin to share their response as an icebreaker. Susan to go out into audience and solicit their written responses. Then Jason takes over to talk more about the future for social: The rise of the influencer, Social CRM, social commerce.
  • Use Email Marketing and Social Media Together to Drive Revenue

    1. 1. Use Email Marketing and Social Media Together to Drive Revenue Susan Tull, VP Marketing, BlueHornet Jason Weaver, CEO, Shoutlet Sarah Call, Senior Manager, Online Marketing, Bare Escentuals Kailin Terrill, Marketing Manager,
    2. 2. Session Takeaways <ul><li>Understand the value of using social media and email marketing together </li></ul><ul><li>See how today’s leading brands drive results using Shoutlet and BlueHornet </li></ul><ul><li>Discuss what’s next for social email, social CRM, and social commerce </li></ul>
    3. 3. Email Marketing: 10 Years and Growing <ul><li>-ROI is over $43 for every $1 </li></ul><ul><li>-Over $32B in sales in 2009, up from $28B in 2008 </li></ul><ul><li>-Total US spend on email was $1.2B and is expected to grow to $2B by 2014 </li></ul><ul><li>Sources: Forrester Research,, eMarketer </li></ul>
    4. 4. Challenge: Deliverability and Engagement <ul><li>20% of US & Canada email is not making </li></ul><ul><li>it to the inbox. </li></ul><ul><li>In 2010, email personalization is down 17% from 2008 </li></ul><ul><li>Targeted emails generate $239K monthly net profit. Untargeted emails generate $40K </li></ul><ul><li>Sources: ReturnPath, Forrester Research </li></ul>
    5. 5. Social Media Marketing: Sales, Engagement, Loyalty <ul><li>93% of people using social media think companies should have a presence on social sites. </li></ul><ul><li>85% of those believe companies should interact with them with social media. </li></ul><ul><li>More than half (56%) say they feel a stronger connection with brands who engage them with social media. </li></ul><ul><li>Nearly 60% say they feel better served by these brands. </li></ul><ul><li>Source: Cone, “Business in Social Media” </li></ul>
    6. 6. Challenge: Measuring Social Media ROI <ul><li>70% of companies are not adequately measuring social media initiatives </li></ul><ul><li>Top 3 Biggest Obstacles To Measurement: </li></ul><ul><li>30% Dedicated Resources (who will do it) </li></ul><ul><li>25% Don’t know what to measure </li></ul><ul><li>20% Believe Social Media is not about ROI </li></ul>
    7. 7. Social Media and Email: Better Together
    8. 8. Building a Social Email Program: <ul><li>We started by identifying our goals for this campaign: </li></ul><ul><ul><li>Increase Brand Awareness/ Advocacy </li></ul></ul><ul><ul><li>Increase Traffic/ Opt –ins to our Paid Campaigns (Email) </li></ul></ul><ul><ul><li>Increase our SEO value </li></ul></ul><ul><ul><li>Grow Revenue on </li></ul></ul><ul><li>To achieve our goals and ensure that we remained on schedule, we created a phased approach to our launch </li></ul><ul><ul><li>Phase 1: Brand Awareness: Grow the # of Fans (April 2010) </li></ul></ul><ul><ul><li>Phase 2: Increase Engagement of our Fan Base (May 2010) </li></ul></ul><ul><ul><li>Phase 3: Turn Engagement into Revenue! (June 2010) </li></ul></ul>
    9. 9. Using Shoutlet to achieve our Social Goals <ul><li>Phase 1: Grow the # of Fans (April 2010) </li></ul><ul><ul><li>An email sign up widget </li></ul></ul><ul><ul><li>Video Channel Widget (How-To videos) </li></ul></ul><ul><li>Phase 2: Increase Engagement of our Fan Base (May 2010) </li></ul><ul><ul><li>Expanded video widgets </li></ul></ul><ul><ul><li>Enhanced “special deal” promotions to promote customer sharing </li></ul></ul><ul><ul><li>Enhanced email signup widget to gain more customer information (terrain information, bike information, etc) </li></ul></ul><ul><li>Phase 3: Turn Engagement into Revenue! (June 2010) </li></ul><ul><ul><li>Machine specific and Terrain specific special offer widgets </li></ul></ul><ul><ul><li>Machine specific video widgets </li></ul></ul><ul><ul><li>Product reviews video widgets </li></ul></ul><ul><ul><li>Widgets that allow customers to know all the new products that are uploaded each week to </li></ul></ul><ul><li>Additional ways is using Shoutlet: </li></ul><ul><ul><li>Blogging Widget </li></ul></ul><ul><ul><li>Product Page Shareable Video Widget </li></ul></ul><ul><ul><li>Share to Social Email </li></ul></ul>
    10. 10. Examples
    11. 11. Building on Success: Bare Escentuals BEing social <ul><li>We used Shoutlet to provide e-cards for women to share with their gal pals or sweethearts via email or social sharing. </li></ul><ul><li>Thousands of women shared them with friends—mainly through the email share tool but also embedded to Facebook and Twitter. </li></ul>
    12. 12. BEing social: Sharable E-Cards the #1 shared card
    13. 13. BEing social: Email Motivates Facebook Engagement
    14. 14. BEing social: Socializing Email Newsletters
    15. 15. Original Penguin Case Study: Social Widget in Email <ul><li>Campaign details </li></ul><ul><li>Model search contest / image widget </li></ul><ul><li>Results </li></ul><ul><li>Finalists shared the email widget through social netwo rks and blogs to encourage viewers to click through and vote for them. The widget was viewed a total of 2,216 times and embedded in 65 locations </li></ul><ul><li>The Shoutlet widget was a major component in a campaign which resulted in an 80% increase in Facebook fans </li></ul>
    16. 16. What’s the Effect on Revenue? <ul><li>60% of Facebook fans and 79% of Twitter followers are more likely to recommend a brand since they became a fan/follower. </li></ul><ul><li>51% of Facebook fans and 67% of Twitter follwers are more likely to buy a brand since they became a fan/follower. </li></ul><ul><li>Positive indication that social updates from followed brands cut through clutter. </li></ul>
    17. 17. The Future of Social Email <ul><li>What do you think “social email” will look like in one year? In five years? </li></ul>
    18. 18. 4 Ways of Reaching Your Audience “ Socialize” Your Emails and Website Blog Outreach Engagement on Social Outposts Advance Media Buys
    19. 19. Questions and Comments
    20. 20. Thank You. Susan Tull @ohsusantull @bluehornetemail Jason Weaver @mixdown04 @shoutlet Sarah Call @bareEscentuals Kailin Terrill @BikeBandit