LandUp: Email Marketing and Social Media

318 views

Published on

Presentation on content promotion (email marketing and social media) given at the Land Up conference on 11/9/12

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
318
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

LandUp: Email Marketing and Social Media

  1. 1. Email & SocialAndy Crestodina@orbiteers
  2. 2. What’s thepoint?
  3. 3. Traffic: Social, Email, Search
  4. 4. SalesyHelpful!
  5. 5. “Focus on the core problem yourbusiness solves and put out lots ofcontent and enthusiasm, and ideasabout how to solve that problem.” - Laura Fitton
  6. 6. “I urge you to start writing content thatactually is either 1) actionable, 2) a strong opinion, or 3) proven to some degree.” -Bill Sebald
  7. 7. Why Email?
  8. 8. Preferred channel for permission-based promotional messages…Source:2012 Channel Preferences Survey, February 2012
  9. 9. Howoften doyou usethefollowing?Source:2012 ChannelPreferences Survey,February 2012
  10. 10. Make a Magazine
  11. 11. Lots of Links Source: HubSpot, Science of Email Marketing, February 2011
  12. 12. Lots of Links Source: HubSpot, Science of Email Marketing, February 2011
  13. 13. Magazine: Curate• 1 Featured Article• 2 Articles from others• Promoted eBook• Tweets, jobs, etc.
  14. 14. Magazine: S, M, L• 1 Featured Article• Statistic• Event, Video, etc.• Recent Projects• “SEO Horoscope”• Other Links
  15. 15. Be Mobile Friendly
  16. 16. Email Traffic is Mobile TrafficSource: Litmus
  17. 17. Mobile FriendlyEmails1. Left align content2. Buttons AND links3. Landing Page
  18. 18. Landing Page #FAIL
  19. 19. Mobile Website
  20. 20. Responsive Web Design
  21. 21. Subject Lines
  22. 22. BEST for open rates 1. Posts 2. Jobs 3. Survey 4. Week’s 5. E-newsletter 6. Issue 7. Digest 8. Bulletin 9. EditionSource: HubSpot, Science of Email Marketing, February 2011
  23. 23. WORST for deliverability 1. Confirm 2. Features 3. Upgrade 4. Magic 5. Raffle 6. Rewards 7. Requested 8. Follow Up 9. Coupon Source: HubSpot, Science of Email Marketing, February 2011
  24. 24. Hot or cold, but never warm Source: HubSpot, Science of Email Marketing, February 2011
  25. 25. Speaking ofsentiment…Source: “What Makes Online Content Viral?”Berger, Milkman, Wharton Business School
  26. 26. LIST GROWTH
  27. 27. Before…After…
  28. 28. 1900% increase. Not bad!
  29. 29. Why it works1.Prominence2.Promise3.Proof
  30. 30. GOOD
  31. 31. BAD
  32. 32. List Growth
  33. 33. POP QUIZ!Sending unsolicited email is… a. Illegal b. Rude c. Ineffective d. …all of the above
  34. 34. TIMING
  35. 35. When To Send: Day of Week Source: HubSpot, Science of Email Marketing, February 2011
  36. 36. When To Send: Day of Week Source: HubSpot, Science of Email Marketing, February 2011
  37. 37. When To Send: Time of Day Source: HubSpot, Science of Email Marketing, February 2011
  38. 38. When To Send: Frequency Source: HubSpot, Science of Email Marketing, February 2011
  39. 39. TEST
  40. 40. Subject Lines vs Landing Pages Source: 2011 MarketingSherpa Email Marketing Benchmark Survey
  41. 41. Measure & Improve: A/B TestingSource: MailChimp
  42. 42. TRACK
  43. 43. Google Analytics: Campaign Tracking Source: Google URL Builder
  44. 44. Google Analytics: Campaign Trackinghttp://www.site.com/email-advice?utm_source=Oct-Newsletter&utm_medium=email&utm_campaign=email-advice
  45. 45. Campaign Tracking
  46. 46. Campaign Tracking
  47. 47. Measure & Improve1. Watch your stats2. Listen for feedback3. Experiment: topics, timing, layout
  48. 48. BONUS TIP
  49. 49. Sender Name = Human “Be a person.” - Sonia Simone
  50. 50. BOTTOM LINE
  51. 51. Bottom Line “Send timely, targeted, relevant, valuable emails to people who asked for them.” DJ Waldow Waldow Social Source: Internet Marketing for Smart People Radio
  52. 52. What aboutsocial media?
  53. 53. Why Social? • Online Networking • Content Promotion • Conversation
  54. 54. Online NetworkingWant to talk to someone about urban planning in Tulsa? Source: Filter Tweeps
  55. 55. Content Promotion/Targeted Sharing
  56. 56. Content Promotion/Targeted Sharing
  57. 57. Content Promotion/Targeted Sharing
  58. 58. Content Promotion/Targeted SharingRetweeted…Commented…Tweeted that he commented…
  59. 59. Conversation “Why waste a good conversation by having it in private?”
  60. 60. Thank you!Andy Crestodina@orbiteers

×