Integrating Emerging Channels in your Email Program Effecitvely


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Integrating Emerging Channels in your Email Program Effecitvely

  1. 1. Integrating Emerging Channels into your Email Marketing Program Alex Williams Digital Strategy eROI CONNECT THE DOTS
  2. 2. AGENDA: <ul><li>Challenges of the Current Landscape </li></ul><ul><li>Planning for Success Pragmatically </li></ul><ul><li>Benchmarking & Reporting </li></ul><ul><li>Techniques & Execution </li></ul>
  3. 3. 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.
  4. 4. What’s the value of an email address? $180 <ul><ul><ul><ul><li>source: </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Email Marketing: An Hour a Day </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Authors - Jeanniey Mullen, David Daniels, David Gilmour Publisher - John Wiley and Sons, 2008 </li></ul></ul></ul></ul>
  5. 5. The Inbox is Cluttered; Attention is Scarce
  6. 6. It’s that way everywhere…not just in email
  7. 7. Lots of devices, few standards.
  8. 8. Lots of consumption, few conversions.
  9. 9. Start integrating where you already have some traction . Those answers are in your web analytics.
  10. 10. Google Analytics Referring Sites
  11. 11. Google Analytics Mobile Devices
  12. 12. More Tools Are on the Way Flowtown – Find out what Social Sites your Subscribers are on
  13. 13. Benchmarking for Success A Few Ideas… Mobile Click Through Conversions Page Views Time on Site Sharing Social Click Through Conversions Sharing Mentions Fans/Followers/Etc… New Subscribers Video Plays Conversions Votes/Polling Sharing Comments
  14. 14. Integrating Social into Email
  15. 15. Integrating Social into Email 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. Start by allowing and promoting replies
  16. 16. 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. Integrating Social into Email
  17. 17. Make Sharing a Call-To-Action 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. Integrating Social into Email
  18. 18. 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! Don’t compete with your call to action! Integrating Social into Email
  19. 19. 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. Take your best shot at conversion first Integrating Social into Email
  20. 20. Integrating Mobile into Email
  21. 21. Content Heavy Newsletters Must Be Formatted Integrating Mobile into Email <ul><li>2 OPTIONS : </li></ul><ul><li>Add link to web-based Mobile Version </li></ul><ul><li>Format HTML email for all devices </li></ul>
  22. 22. Are your mobile readers more engaged than you think?
  23. 23. Are your mobile readers more engaged than you think?
  24. 24. Start by Testing “View Mobile Version” Add your Web Analytics to your hosted mobile version to analyze the impact of the traffic. Integrating Mobile into Email
  25. 25. “ Just the Facts Ma’am.” Teleflora Mobile Version vs. Teleflora HTML with Images Integrating Mobile into Email
  26. 26. 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. Integrating Mobile into Email
  27. 27. Integrating Video into Email
  28. 28. Run some tests in Gmail Add full YouTube URL into email for Gmail users. Video will display in Inbox below footer Monitor views from Video at Tests may show demand for more… Integrating Video into Email
  29. 29. Use “Play” Buttons on Images Users will click through on an image with a familiar “play” button to watch the video on the web. Host /embed the video on your site or blog for maximum impact instead of video hosting services Integrating Video into Email
  30. 30. Research your Topic & Competition on YouTube 228 views in almost 2 years, not an “overnight success” Integrating Video into Email
  31. 31. ?
  32. 32. <ul><li>Alex Williams </li></ul><ul><li>eROI </li></ul><ul><li>[email_address] </li></ul><ul><li>Ph: 503-484-5901 </li></ul><ul><li> </li></ul><ul><li> </li></ul>