Email Marketing: Tools and Strategies - Blue Sky Factory


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Email Marketing: Tools and Strategies

Email, the channel we forget to invest in is one of the biggest revenue generators in the history of digital online marketing. Learn internet marketing best practices that drive optimal open rates, CTR and deliverability as well as introduce you to cutting edge techniques, tools and strategies.

* Greg Cangialosi, CEO, Blue Sky Factory

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  • Extend the reach of your emails By allowing subscribers to share your emails with their social networks, you’ll increase the reach of your message as well as overall brand awareness. More opens. More clicks. More conversions.   Build your social media community Include “follow us” icons and incentives to join you on social sites (like Facebook or YouTube) in your emails. This provides subscribers with another channel to connect, network, and gather information from you.   Pinpoint influential brand ambassadors The more you interact with your audience and provide them with valuable content, the more they will spread the love, sharing your emails with their friends as well as tweeting and blogging about you. Give them something to talk about and they will help market your company for you.   Grow your email database Are your emails shareworthy? By providing good content and an easy mechanism to share your emails – Share with Your Network (SWYN) – their friends will have the opportunity to sign up and receive future messages from you. It’s that easy.     Make your messages more powerful and effective Grow your email list with your social media fans and friends, and grow your social media communities with your email subscribers. The more you provide them, share with them, and talk with them, the more they will talk about you, validating your message.   All the cool kids are doing it Don’t get left behind. Email is the digital glue of social media, and these two channels will make your 2010 marketing strategy and goals more effective. Do your research, get to know best practices, and dive in. It’s time to walk the walk.
  • This campaign resulted in a 54% increase in fans on Facebook (278 to 428)!
  • Email Marketing: Tools and Strategies - Blue Sky Factory

    1. 1. Baltimore, Maryland Email Marketing: Tools and Strategies Presenter: Greg Cangialosi, Blue Sky Factory July 12, 2010
    2. 2. What I do for a living. Blue Sky Factory is both a full & self service ESP. Driving revenue.
    3. 3. Agenda <ul><li>The state of the inbox. </li></ul><ul><li>The essentials. </li></ul><ul><li>Why email is the digital glue of social media. </li></ul><ul><li>Email & social integration (tactical, low-hanging fruit) </li></ul><ul><li>Q&A </li></ul>
    4. 4. Social. Marketing. Transactional.
    5. 5. Email is the currency of all accounts.
    6. 6. Social Media Explosion
    7. 7. Is Email Dead? No way!
    8. 8. Email + Social Media Email is the digital glue of social media.
    10. 11. The Essentials
    11. 12. The Essentials
    12. 13. The Essentials
    13. 14. The Essentials
    14. 15. What are you testing?
    15. 16. The Essentials
    16. 17. The Essentials
    17. 18.   - Subject Lines    - Copy & Creative - Call to Action  - Time of Day What variables should you be regularly testing?
    18. 19. Question Everything.
    19. 20. Behavioral based segmentation.
    20. 21. Email + Social: Working Together
    21. 24. How to integrate email & social (tactical, low-hanging fruit)
    22. 25. Email >> Social Use your email list to build your social community
    23. 26. Email >> Social
    24. 27. Social >> Email Use social media to build your email subscriber base
    25. 28. Social >> Email
    26. 31. social sharing
    27. 32. 71% of email marketers also play a role in managing or performing social marketing, yet… Only 30% of email marketers have enabled social sharing in their campaigns. And 89% of those say it effectively extends the reach of email to new markets. Marketing Sherpa Benchmark
    28. 35. Image Credit Image Credit
    29. 36. Social >> Email
    30. 40. SWYN Stats 10 Blue Sky Factory Clients Travel, retail, publishing, sports,  communications, finance, law, software.    Last 3 email marketing campaigns (using SWYN):                   Reach: 17% 42%   48%   1%     7%
    31. 41. email marketing & social data
    32. 42. What is Social Data? <ul><li>Data attributes </li></ul><ul><li>Social data activity </li></ul><ul><li>(i.e. the conversation) </li></ul>
    33. 43. SocialSync
    34. 44. Power listening – using data
    35. 45. How to optimize content to encourage sharing
    36. 46. INCLUDE SWYN
    38. 49. Subject Line: Connect with us on Facebook, Twitter and more! ASK!
    39. 50. WHAT’S IN IT FOR ME?
    40. 51. Client Case Study
    41. 52. <ul><li>Launched social media presence with new brand & website in early 2010 </li></ul><ul><li>Primary goal: Increase number of Facebook fans </li></ul><ul><li>Secondary goal: Awareness for company Twitter account & blog </li></ul>Jones & Bartlett Case Study
    42. 54. Jones & Bartlett Case Study <ul><li>Initially added “Follow Us” buttons to homepage, but wanted to get the word out to their existing, loyal customer base. </li></ul><ul><li>Turned to Blue Sky Factory for guidance in how to best communicate this message to their database. </li></ul>
    43. 55. Jones & Bartlett Case Study <ul><li>Email sent to over 178,000 customers on May 25, 2010 </li></ul><ul><li>Within one week, their Facebook fan count grew 65% in one week. </li></ul><ul><li>- Jones & Bartlett continued this momentum and is in the midst of sending additional related messaging. </li></ul>
    44. 56. In Closing…
    45. 57. The Year of Social Acceleration.     TRUST and INFLUENCE within the social web will drive purchasing decisions more than ever.  
    46. 58. Email & social offer the most interactive ways for people to engage your brand.   Engagement is the UBER Metric.
    47. 59. Community + Relationships + Engagement = &quot;SOCIAL MEDIA INTEGRATION”     It's ALL about People.
    49. 61. Q&A / Connect Greg Cangialosi President & CEO [email_address] @gregcangialosi