Connecting the Dots: Integrating Emerging Channels into your Email Program - eROI, Dylan Boyd


Published on

Connecting the Dots: Integrating Emerging Channels into your Email Program

Learn how to integrate social media and mobile into your Email Program in a way that supports your company goals and provides measurable success.

* Dylan Boyd, VP of Sales & Strategy, eROI

Published in: Education
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Connecting the Dots: Integrating Emerging Channels into your Email Program - eROI, Dylan Boyd

  1. 1. <ul><li>Online Marketing Summit </li></ul><ul><li>Washington, DC | July 12 th , 2010 </li></ul><ul><li>CONNECT THE DOTS Integrating Emerging Channels into your Email Marketing Program </li></ul><ul><li>Dylan T. Boyd VP Sales & Strategy eROI </li></ul>
  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. What Does Email Success Look Like? Other channels presence must support - not distract - from these email marketing goals.
  10. 10. Start integrating where you already have some traction. Those answers are in your web analytics.
  11. 11. Google Analytics Referring Sites
  12. 12. Google Analytics Mobile Devices
  13. 13. More Tools Are on the Way Flowtown – Find out what Social Sites your Subscribers are On
  14. 14. 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
  15. 15. Integrating Social into Email
  16. 16. 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
  17. 17. 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.
  18. 18. Integrating Social into Email 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.
  19. 19. Integrating Social into Email 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!
  20. 20. Integrating Social into Email 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
  21. 21. Integrating Mobile into Email
  22. 22. Integrating Mobile into Email <ul><li>Content Heavy Newsletters Must Be Formatted </li></ul><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>
  23. 23. Are your mobile readers more engaged than you think?
  24. 24. Are your mobile readers more engaged than you think?
  25. 25. What We Had to Change No longer a simple site – but a rich mobile experience Add your Web Analytics to your hosted mobile version to analyze the impact of the traffic and learn how to change.
  26. 26. Integrating Mobile into Email Start by Testing “View Mobile Version” Add your Web Analytics to your hosted mobile version to analyze the impact of the traffic.
  27. 27. Integrating Mobile into Email “ Just the Facts Ma’am.” Teleflora Mobile Version vs. Teleflora HTML with Images
  28. 28. 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.
  29. 29. Integrating Video into Email
  30. 30. Run some tests in Gmail Integrating Video into Email 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…
  31. 31. Use “Play” Buttons on Images Integrating Video into Email 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
  32. 32. Research your Topic & Competition on YouTube Integrating Video into Email 228 views in almost 2 years, not an “overnight success”
  33. 33. ?
  34. 34. <ul><li>Dylan T. Boyd </li></ul><ul><li>eROI </li></ul><ul><li>[email_address] </li></ul><ul><li>Ph: 503-290-3101 </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Thank You #OMSBOS! </li></ul>
  35. 35. <ul><li>Thank You </li></ul><ul><li>Visit </li></ul><ul><li> </li></ul><ul><li>f or more information </li></ul><ul><li>Follow us @OMSummit </li></ul>