Online Marketing Summit<br />Long Beach, CA | June 21st, 2010<br />CONNECT THE DOTSIntegrating Emerging Channels into your...
2<br />AGENDA:<br /><ul><li> Challenges of the Current Landscape
 Planning for Success Pragmatically
 Benchmarking & Reporting
 Techniques & Execution</li></li></ul><li>3<br />Most digital relationships started with a website, with email marketing b...
4<br />What’s the value of an email address?<br />$180<br />source:<br />Email Marketing:  An Hour  a Day <br />Authors  -...
5<br />The Inbox is Cluttered; Attention is Scarce<br />
6<br />It’s that way everywhere…not just in email<br />
7<br />Lots of devices, few standards.<br />
8<br />Lots of consumption, few conversions.<br />
9<br />What Does Email Success Look Like?<br />Delivered Rate 	<br />Open Rate <br />Click Through	<br />Conversions<br />...
10<br />Start integrating where you already have some traction.<br />Those answers are in your web analytics.<br />
11<br />Google AnalyticsReferring Sites<br />11<br />
12<br />Google AnalyticsMobile Devices<br />
13<br />More Tools Are on the WayFlowtown – Find out what Social Sites your Subscribers are On<br />
14<br />Benchmarking for SuccessA Few Ideas…<br />
15<br />Integrating Social into Email<br />
16<br />Integrating Social into Email<br />Start by allowing and promoting replies<br />SES Event Promotion<br />Replying ...
17<br />Integrating Social into Email<br />Contextualize Social Sharing Links in Email<br />OK! Magazine Newsletter<br />“...
18<br />Integrating Social into Email<br />Make Sharing a Call-To-Action<br />Hotels.com Promotional Email<br />“Share thi...
19<br />Integrating Social into Email<br />Contextualize Social Sharing Links in Email<br />FEI Welcome Email<br />Competi...
20<br />Integrating Mobile into Email<br />
21<br />Integrating Mobile into Email<br />Content Heavy Newsletters Must Be Formatted<br />2 OPTIONS:<br /><ul><li>Add li...
Format HTML email for all devices</li></li></ul><li>22<br />Integrating Mobile into Email<br />Start by Testing “View Mobi...
23<br />Integrating Mobile into Email<br />“Just the Facts Ma’am.” <br />Teleflora Mobile Version vs. Teleflora HTML with ...
24<br />Integrating Mobile into Email<br />Can they Convert on the Mobile Web?<br />If your emails are driving a lot of tr...
25<br />Integrating Video into Email<br />
26<br />Integrating Video into Email<br />Run some tests in Gmail<br />Add full YouTube URL into email for Gmail users.<br...
27<br />Integrating Video into Email<br />Use “Play” Buttons on Images<br />Users will click through on an image with a fa...
28<br />Integrating Video into Email<br />Research your Topic & Competition on YouTube<br />228 views in almost 2 years, n...
29<br />?<br />
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Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams

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Connecting the Dots: Integrating Emerging Channels into your Email Program

Having trouble finding the right way to integrate social, mobile, and video into your email marketing effectively? Hear from eROI's Alex Williams on how to integrate these emerging channels into your Email Program in a way that supports your company goals and provides measurable success.

* Alex Williams, Strategist, eROI

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Connecting the Dots: Integrating Emerging Channels into your Email Program - Alex Williams

  1. 1. Online Marketing Summit<br />Long Beach, CA | June 21st, 2010<br />CONNECT THE DOTSIntegrating Emerging Channels into your Email Marketing Program<br />Alex WilliamsDigital StrategyeROI<br />1<br />
  2. 2. 2<br />AGENDA:<br /><ul><li> Challenges of the Current Landscape
  3. 3. Planning for Success Pragmatically
  4. 4. Benchmarking & Reporting
  5. 5. Techniques & Execution</li></li></ul><li>3<br />Most digital relationships started with a website, with email marketing bringing them back.<br />New devices and technologies have altered this forever.<br />This mix still works though…very well.<br />Protect it.<br />
  6. 6. 4<br />What’s the value of an email address?<br />$180<br />source:<br />Email Marketing: An Hour a Day <br />Authors - Jeanniey Mullen, David Daniels, David GilmourPublisher - John Wiley and Sons, 2008<br />
  7. 7. 5<br />The Inbox is Cluttered; Attention is Scarce<br />
  8. 8. 6<br />It’s that way everywhere…not just in email<br />
  9. 9. 7<br />Lots of devices, few standards.<br />
  10. 10. 8<br />Lots of consumption, few conversions.<br />
  11. 11. 9<br />What Does Email Success Look Like?<br />Delivered Rate <br />Open Rate <br />Click Through <br />Conversions<br />Forwarding <br />Sharing <br />Adding Preferences<br />Unsubscribe Rate<br />Other channels presence must support - not distract - from these email marketing goals.<br />
  12. 12. 10<br />Start integrating where you already have some traction.<br />Those answers are in your web analytics.<br />
  13. 13. 11<br />Google AnalyticsReferring Sites<br />11<br />
  14. 14. 12<br />Google AnalyticsMobile Devices<br />
  15. 15. 13<br />More Tools Are on the WayFlowtown – Find out what Social Sites your Subscribers are On<br />
  16. 16. 14<br />Benchmarking for SuccessA Few Ideas…<br />
  17. 17. 15<br />Integrating Social into Email<br />
  18. 18. 16<br />Integrating Social into Email<br />Start by allowing and promoting replies<br />SES Event Promotion<br />Replying to this email to ask a question would be much more effective than having a “conversation” about it on a social site.<br />Reply-6583@ doesn’t invite that interaction.<br />16<br />
  19. 19. 17<br />Integrating Social into Email<br />Contextualize Social Sharing Links in Email<br />OK! Magazine Newsletter<br />“Read More”, first desired option.<br />“Share this Story” on Twitter/Facebook is<br />also a win as a second option to drive page views.<br />Sharing URL’s provided by Facebook and Twitter for single click to converting the share.<br />
  20. 20. 18<br />Integrating Social into Email<br />Make Sharing a Call-To-Action<br />Hotels.com Promotional Email<br />“Share this deal on Facebook” is presented as the first option.<br />Doesn’t compete with “GO >” call-to-action in the bottom right.<br />
  21. 21. 19<br />Integrating Social into Email<br />Contextualize Social Sharing Links in Email<br />FEI Welcome Email<br />Competing with your own call-to-actions can be tricky.<br />Use dedicated messages early in the lifecycle instead of creating competition with high performing messages like the welcome email.<br />Icons will be clicked on!<br />
  22. 22. 20<br />Integrating Mobile into Email<br />
  23. 23. 21<br />Integrating Mobile into Email<br />Content Heavy Newsletters Must Be Formatted<br />2 OPTIONS:<br /><ul><li>Add link to web-based Mobile Version
  24. 24. Format HTML email for all devices</li></li></ul><li>22<br />Integrating Mobile into Email<br />Start by Testing “View Mobile Version”<br />Add your Web Analytics to your hosted mobile version to analyze the impact of the traffic.<br />
  25. 25. 23<br />Integrating Mobile into Email<br />“Just the Facts Ma’am.” <br />Teleflora Mobile Version vs. Teleflora HTML with Images<br />
  26. 26. 24<br />Integrating Mobile into Email<br />Can they Convert on the Mobile Web?<br />If your emails are driving a lot of traffic from mobile devices, you are probably ready for a mobile-friendly website.<br />
  27. 27. 25<br />Integrating Video into Email<br />
  28. 28. 26<br />Integrating Video into Email<br />Run some tests in Gmail<br />Add full YouTube URL into email for Gmail users.<br />Video will display in Inbox below footer<br />Monitor views from Video at YouTube.com<br />Tests may show demand for more…<br />
  29. 29. 27<br />Integrating Video into Email<br />Use “Play” Buttons on Images<br />Users will click through on an image with a familiar “play” button to watch the video<br />on the web.<br />Host /embed the video on your site or blog for maximum impact instead of video hosting services<br />
  30. 30. 28<br />Integrating Video into Email<br />Research your Topic & Competition on YouTube<br />228 views in almost 2 years, not an “overnight success”<br />
  31. 31. 29<br />?<br />
  32. 32. Alex Williams<br />alex.williams@eroi.com<br />503-484-5901<br />Twitter.com/alexcwilliams<br />LinkedIn.com/in/emailmarketingstrategy<br />30<br />Thank You #OMSLGB!<br />
  33. 33. 31<br />Thank You<br />Visit<br />www.onlinemarketingsummit.com<br />for more information<br /> Follow us @OMSummit<br />

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