Email marketing remains an effective channel, with over 200 million email users expected in 2013. However, combining email marketing with inbound marketing techniques like content creation and search engine optimization can maximize results. The new marketing "sweet spot" integrates outbound tactics like email that directly reach customers with inbound strategies that attract organic traffic. Analyzing how different channels influence website visits and purchases provides insights to strengthen integrated marketing campaigns.

1. More than
Email Marketing
Why reaching your customers
means going beyond their inbox
Martin Lieberman, senior content manager

2. Agenda
Email marketing is alive and well
Social media is the place to be
What is inbound marketing?
The new marketing sweet spot
Questions
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3. OUTBOUND MARKETING
is where you are now

4. Email is
alive &
well
“I hate to be the bearer
of bad news, but ...
email — I can’t imagine
life without it — is
probably going away.”
She was wrong. 
~ Sheryl Sandberg, COO, Facebook
(June 2010)

5.  There will be 216 million email users in
2013.
(source: DMA)
 145 billion emails were sent every day in
2012.
(source: Radicati Group)
 94% of all online adults use email.
 62% of adult U.S. Internet users check or
send email on a daily basis.
(source: Pew Internet & American Life Project)
 Email marketing brings in approximately $40
for every $1 invested.
(source: DMA)
Email is
alive &
well

6.  Mobile opens averaged 43% in Q1 2013; two years ago (in Q1 of
2011), they were barely 10% — a 330% change over two years!
 Desktop clients have seen a 44% decrease and webmail share has shrunk
about 22%.
(source: Litmus)
 88% of people check their email via a mobile phone daily.
(source: DMA)
Email is
alive &
well…
and
mobile

7.  You need an awesome subject line
 Relevant, helpful content that engages
is critical
 The list is yours — always be growing it
 Remember your mobile readers
 Make use of your metrics; the more you
know, the more you can do
 Combine email with social media for even
greater success
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Email is
alive &
well Big Six Best Practices:

8.  200 Million
- Number of LinkedIn Users
 1.06 Billion
- Number of Facebook Users
 500 Million (200 Million Active)
- Number of Twitter Users
Social
media
is the
place
to be

9. Listening…Social
media
is the
place
to be
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87% of people indicate that an
online social interaction with a company
"positively impacted" their likelihood to
purchase from that company.
(source: J.D. Power and Associates 2013 Social Media
Benchmark Study)
Engaging…
Social…
Human…
There…

10. Social media users are over 60% more
likely to check email at least four times
a day than those who don't use social
media
(source: Merkle)
But this is OLD NEWS
Email &
social media
go together
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11. Let’s talk about
INBOUND MARKETING

12.  Content marketing
(blogging, social media, etc.)
 Search engine optimization
(SEO)
 Web analytics
Are you
already
doing
inbound
marketing?
All the activities that make it
easier for potential customers to
find you on their own and increase
the amount of website traffic that
comes your way organically:
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13. 1. Basics
2. Specific products/services
3. Alternative words/spellings
4. Do a little research:
• Google Analytics (google.com/analytics)
• Google AdWords Keyword Tool
(adwords.google.com)
• ConnectedView (connectedview.com)
Do you
know your
website’s
keywords?
 Search engine optimization is
partially a game of keywords
 Google, Yahoo!, and Bing look for
keywords on websites to deliver the
most relevant results
 Four steps to identify your keywords:
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14.  Blog posts
• Ideas
• Headlines
• First couple paragraphs
 Sales copy
Where to
use your
keywords
 Title tags
 Headings
 Attributes
 Cross-link text

15.  Knowing your open rate tells you how
good your email subject line was.
 Knowing someone came back to your
website days later shows that you left
an impression.
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Outbound
+ inbound
marketing
Do you know what effect your email and
social campaigns have on driving traffic
to your website?
How many people who read your emails
come back to your site a day or two
later — unprompted by a message from
you — to make a purchase?

16. Knowing where your
website traffic comes
from can help you
target your customers
Outbound
+ inbound
marketing

17. Outbound/push marketing
The new
marketing
sweet spot
+Inbound marketing

18.  Email + Social
 Email + Survey
 Email + Website Analysis
 Social + Website Analysis
 Survey + Website Analysis
Outbound
+ inbound
marketing
It all works together …

19. Try it out for yourself!Outbound
+ inbound
marketing
connectedview.com
855-828-2468
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Let’s talk…
sales@
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