Social Email Marketing


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As an early adopter of all things social media Gillian has harnessed the awesome power of social media to fuel the growth of Fandotech’s rebranding efforts with great success. Specifically spearheading their email marketing efforts since 2008, Gillian brings 10 years of Graphic Design and Marketing experience to the organization. Fandotech’s strategy to build both brand and revenue through trust relationships, has been achieved through effective email campaigns that deliver relevant content to their audience. Gillian has attended multiple training seminars on email marketing best practices. Today the company has received numerous accolades and is one of the fastest growing IT Services Company in CT.

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  • How many B2B in audience?How many B2C in audience?How many already using email marketing to communicate with prospects and clients?How many already using social media outlets?In our industry “Determining what clients and prospects want” means understanding their pain and then positioning ourselves as the best candidates to remedy what ails them.The only way to build trust is to build a relationship.
  • Determine what they wantConvince them we have it and they need it.Sell and deliver it better than anyone else.EMAIL MARKETING CAN HELP WITH THE ENTIRE PROCESS.Drive readers to your website, event or webinar where you’ll convert to them to a customer/client.Content is King!Build an audienceNewslettersStay in front of the prospectProvide info as a value-add to the relationshipEstablish yourself as AuthorityEvents/PromotionsPromote educational events/promosTrack interestFollow up on those who click but don’t convertWin Wires
  • 1. You need to deliver Relevant Content to a targeted audience.2. Establish frequency and topic buckets.
  • Goal: Driving attendance for a Healthcare specific event.Challenge:5000 contacts, 300 are readily identifiable as Healthcare organization.Other field may be interested in the subject matter.Other contacts may know others who are interested.So the challenge is effectively managing the contacts’ expectations so theydon’t unsubscribe,attend or invite someone to attend andfeel that we are delivering relevant, useful and authoritative info to their inbox.Plan:Newsletter to 3000 contacts w/strong Healthcare IT message.Newsletter list includes Healthcare list.Newsletter to 3000 contacts highlights upcoming events.Newsletter list includes Healthcare list.Invite to Healthcare List.Fall event reminder to all 5000 contacts.Including Healthcare List.Reminder email to registrants.Encourage them to invite others.Thank you/invite.Regret/invite.Stats:Healthcare list saw message a minimum of 4 times.Registrants were contacted a minimum of 6 times.All while respecting the expectations of our contacts.It’s all about list management.
  • Sender:Company name and/or personTop, hard-to-reach executiveNewsletter@; events@Subject:How-to…Winner announcements get opened…“Thank You’s” and “Regrets” get opened.Great opportunity to plant a seed for your next sales move.Content:Coupons/PromosVideosWebinar/Seminar InvitesContests/TicketsTips n’ Tricks/Free info.Relevant, Relevant, RelevantData Backup and RecoverHealthcare v. Finance v. Insurance v. AttorneyCT v. MA lawFollow up:After an event offer the next logical stepWhen promoting change up the message; find balance between branding (consistant look and feel) and spamming (filling contacts inbox with junk mail aka unread/unopened).
  • We leveraged an email campaign to show we were listening to our clients.WebinarCustomer ServiceRecord/Post to YoutubeEmails drive webinar attendance.Foster customer reaction esp. if they can’t attend and it’s of interest to themWebinar follow up to attendees and registrants you didn’t attend for feedback.Who clicked to register and then didn’t?
  • So again, going back to the tenants of “Marketing”; determine what the people want, educate them on how and why you can give them what they want.You can use social networks AND email marketing in tandem to listen and respond.
  • How-ToChoose a topic.Write a blog.Write an opening statement (‘letter from the editor/president’) with a discussion point.Link to Facebook.Include blog in Newsletter with “click to …” link to blog/website/video etc.Blog has call to action driving traffic to website.Website has several conversion points.TweetTweet NewsletterTweet BlogTweet Facebook DiscussionTweet the Website Promo/Event/Product pageIt takes one blog article. It accomplishes:Increase web trafficBrandingEstablish AuthorityBecome a resourceStay in front of contactsCreate CommunityIntimidated??Subscribe to for inspiration.
  • So again, going back to the tenants of “Marketing”; determine what the people want, educate them on how and why you can give them what they want.PollsSurveysClick Through ReportsForwardsOpen RatesWhat time/day emails are openedWho clicked but bailedYou can use social networks AND email marketing in tandem to listen and respond.BloggingTechnology AmbassadorProduct ReviewsVertical Specific InfoCorporate CultureCustomer ServicePress ReleaseFree online news outletsPost on your websiteSubmit to your chamberPodcastYoutubeBe the resource that’s filling the needTwitterBe SocialBe HelpfulBe Industry AuthorityFacebookCorporate CultureCommunity ActivitiesCorporate News/AccoladesB2C Coupons/PromotionsExample: Needle in a website went FaceBook viral.Linkedin
  • Needle-in-a-website went viralWeb traffic upWinner announcement drive to key pages.Email metrics are a window into the interests of our contacts. Measuring Metrics and following up to convert to sales is essential.
  • Thank you for your time.Are there any questions or comments.I will be available in the Practice Café between 12 noon and 1:30 for anyone who wants to discuss their niche in the marketplace and how they can better leverage email marketing couples with social network site. OR any who want to brainstorm how the tactics we discussed could be more specifically applied to your particular business.Follow me on twitter @gilliankennyEmail me at
  • Social Email Marketing

    1. 1. SocialEmail Marketing<br />@<br />presented by<br />Gillian Kenny<br />Marketing Director | Fandotech<br />
    2. 2. Who is Fandotech?<br />…and how do we use email marketing to be social.<br />Fandotech Copyright © 2010<br />2<br />
    3. 3. What is Marketing<br />Determine what clients want. <br />Promoting the product through education.<br />Selling & delivering.<br />Fandotech Copyright © 2010<br />3<br />
    4. 4. The “Happy Path”<br />Fandotech Copyright © 2010<br />4<br />
    5. 5. Step #1 Know your goal.<br />Deliver a targeted message to a targeted audience.<br />Build an audience.<br /><ul><li>Sign up book at the front desk.
    6. 6. Sign up link at bottom of every webpage.
    7. 7. Sign up link in every bulk and personal email.
    8. 8. Events.</li></ul>Check box on survey.<br />Offer to email event content when survey returned.<br /><ul><li>Train sales team to ask clients, prospects, even cold.
    9. 9. Use social networking sites to drive sign ups!</li></ul>Tailor the message.<br /><ul><li>Frequency
    10. 10. Topic + Interests</li></ul>Fandotech Copyright © 2010<br />5<br />
    11. 11. Plan:<br /><ul><li>August newsletter.
    12. 12. September newsletter.
    13. 13. Invite to Healthcare list.
    14. 14. Fall event promo.
    15. 15. Reminder email.
    16. 16. Thank you + invite.
    17. 17. Regret + invite.</li></ul>Fandotech Copyright © 2010<br />6<br />Goal: Driving attendance to a Healthcare specific event.<br /> Challenge:Effectively manage our contacts’ expectations so they…<br />Don’t unsubscribe.<br />Attend or invite someone to attend.<br />Feel that we’ve delivered relevant & useful info.<br />Stats:<br /><ul><li>Healthcare list: 4 times.
    18. 18. Registrants: 6 times.</li></li></ul><li>Step #2 Be creative.<br />Sender<br />Subject<br />Content<br />Frequency + Follow up<br />Fandotech Copyright © 2010<br />7<br />You need to be creative to get opened, to get read, to get clicked!<br />
    19. 19. Fandotech Copyright © 2010<br />8<br />Everyone knows Sarah. <br />
    20. 20. Step #3Make it social!<br />Fandotech Copyright © 2010<br />9<br />Create once. Post + promote everywhere.<br />Polls, Surveys, Contests:<br />Create a sense of community.<br />Drive traffic to social forums:<br />Facebook, Blog, YouTube, LinkedIn<br />‘Share’, ‘Forward’, ‘Like’ buttons…<br />
    21. 21. Create once. Post + promote everywhere.<br />Newsletters (or blogs, or press, or…)<br />Fandotech Copyright © 2010<br />10<br />With one newsletter article…<br /><ul><li>Increase web traffic.
    22. 22. Branding.
    23. 23. Establish authority.
    24. 24. Become a resource.
    25. 25. Stay in front of contacts.
    26. 26. Create community.</li></ul>Intimidated? Subscribe toBlue Penguin for inspiration at<br />
    27. 27. Step #4Get results!<br />Fandotech Copyright © 2010<br />11<br />Listen – the clicks will tell you what you need to know.<br />
    28. 28. Fandotech Copyright © 2010<br />See it through to the end…<br />12<br />
    29. 29. Thank you for attending.<br />Fandotech Copyright © 2010<br />13<br />SocialEmail Marketing<br />@<br />