Email marketing is evolving to incorporate social sharing features. By adding social sharing buttons to emails, companies can generate additional exposure for their email content as recipients share messages through social networks like Facebook and Twitter. Case studies show this "social email" approach can increase open rates, click-through rates, and viral growth for email lists. To succeed with social email, companies should focus on creating shareworthy content that motivates recipients to easily spread messages through their social networks. Testing is important to identify what content and messaging resonates most.

1. Email Marketing Goes Social How can Email work in tandem with Social Networks

2. Topics

3. How are you Engaging with customers?

4. The Shift From Push...

5. ...to Pull...

6. ...to Sharing Conversations Participation Feedback,...

7. The Exploding ‘Groundswell’ “Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you on social networking sites like Facebook. These are all elements of a social phenomenon that has created a permanent shift in the way the world works. Most companies see it as a threat. You can see it as an opportunity.”

8. The Growing Social Media Landscape

9. The Power of Social In 2008, 33%of online users were monthly users of social networks1 41% of youth aged 12 to 21 visit social sites daily2 Social network users are, on average, connected to between 150 and 200 friends3 40% of email participants use social sites to gather product information and recommendations4 “Social Media Consumption”– Jupiter Research, September 23, 2008 “Social Technographics, Mapping Participation in Activities Forms the Foundation of Social Strategy,” Forrester Research, April 2007 3. “The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites,” by Ellison, Steinfield and Lampe: Department of Telecommunication, Information Studies, and Media Michigan State University; 2007 Journal of Computer-Mediated Communication 4. “Targeting Influential E-mail Subscribers,” JupiterResearch, July 2008

10. So Is Email Marketing Dead?

11. 92% of adult Internet users send or read email — far more than regularly visit any social network* According to The Direct Marketing Association and CMO Council, email marketing outperforms virtually all other media in terms of ROI** Email delivers one of the lowest costs per order and 2-times the ROI of any other digital channel** *Pew American Life & Internet Study **AberdeenGroup Email is Alive and Well

12. The efficacy of a normal email mailing

13. Social Networks Expand Virally

14. Social Email is the new Viral NikeStore, 2/19 — Introducing the New Nike Lunartrainer+ iD‏Starting with a Feb. 12 email, Nike has added a ShareThis button to the bottom portion of their emails, looking to spur viral sharing of their email content.

15. Why integrate email and social?

16. Case Study National Express East Coast Trains

17. National Express East Coast Trains Company Overview National Express ECT are a UK National Train Operating Company Have a well established email communications program which includes targeted content for newsletters and special offers Challenge Wanted a cost effective and efficient way to get their offers, already well received, into the wider community Solution Integration of their email communications with social networks through the utilisation of the new ‘Share-to-Social’

18. Email recipient can add their own comments or endorsements Email Subject line becomes “Title” and “Mailing Notes” become the Meta teaser-text to be displayed. Users can select a thumbnail from some of the images in email, or opt to not include a picture Recipient taken to Social Site

19. Over 800 recipients shared the email offer resulting in an estimated 80,000 additional impressions (8% list growth) 45% shared on Facebook 44% shared on digg 11% shared on MySpace 17% of recipients who posted had at least one open of the post Some posts had up to 10 opens 33% people who ‘opened’ a post then clicked through to offer 3x CTR of their standard emails Results

20. Making it work for you Hints and Tips

22. Tribal Interests- What motivates your interest groups?

23. Simplicity of Message

24. Ease of Sharing

25. Obvious Value

27. New season / product announcements

29. Event /Webinar Notifications

31. Transactional Emails

32. Long newsletters