The document discusses strategies for integrating emerging channels into email marketing, highlighting the importance of adapting to new devices and technologies while still leveraging email. It emphasizes the need to utilize web analytics for understanding audience engagement and optimizing campaigns, as well as fostering social media interactions through email. Additionally, the document addresses mobile integration and the use of video within email communications to enhance user experience and drive conversions.

1. Online Marketing Summit Washington, DC | July 12 th , 2010 CONNECT THE DOTS Integrating Emerging Channels into your Email Marketing Program Dylan T. Boyd VP Sales & Strategy eROI

2. AGENDA: Challenges of the Current Landscape Planning for Success Pragmatically Benchmarking & Reporting Techniques & Execution

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. What’s the value of an email address? $180 source: Email Marketing: An Hour a Day Authors - Jeanniey Mullen, David Daniels, David Gilmour Publisher - John Wiley and Sons, 2008

5. The Inbox is Cluttered; Attention is Scarce

6. It’s that way everywhere…not just in email

7. Lots of devices, few standards.

8. Lots of consumption, few conversions.

9. What Does Email Success Look Like? Other channels presence must support - not distract - from these email marketing goals.

10. Start integrating where you already have some traction. Those answers are in your web analytics.

11. Google Analytics Referring Sites

12. Google Analytics Mobile Devices

13. More Tools Are on the Way Flowtown – Find out what Social Sites your Subscribers are On

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. Integrating Social into Email

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. 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. Integrating Social into Email Make Sharing a Call-To-Action Hotels.com 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. 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. 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. Integrating Mobile into Email

22. Integrating Mobile into Email Content Heavy Newsletters Must Be Formatted 2 OPTIONS: Add link to web-based Mobile Version Format HTML email for all devices

23. Are your mobile readers more engaged than you think?

24. Are your mobile readers more engaged than you think?

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. 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. Integrating Mobile into Email “ Just the Facts Ma’am.” Teleflora Mobile Version vs. Teleflora HTML with Images

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. Integrating Video into Email

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 YouTube.com Tests may show demand for more…

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. Research your Topic & Competition on YouTube Integrating Video into Email 228 views in almost 2 years, not an “overnight success”

33. ?

34. Dylan T. Boyd eROI [email_address] Ph: 503-290-3101 Twitter.com/dtboyd Twitter.com/eROI LinkedIn.com/in/dtboyd Thank You #OMSBOS!

35. Thank You Visit www.onlinemarketingsummit.com f or more information Follow us @OMSummit