Email as the backbone of digital marketing communications - and how to integrate it with social and mobile. Tips, trends, research and case studies. Compiled by Barbara Ulmi, marketing director at GraphicMail.

1. SME
Social, Email, Mobile
for small and medium enterprises
status, tips, trends and case
studies
prepared by Barbara Ulmi
#marketingindaba

2. Agenda
Discussion points
1- The state of email
2- How do I get and engage
subscribers?
3- Go social and mobile
4- Live analysis of
newsletters; open round
Main Idea:
Some background information followed by
live discussion and analysis of digital
communications

3. Did you know?
1 in 9 people on
earth is a Facebook
user
Twitter manages
over 190 million
tweets per day
Over 107 trillion
emails were sent in
2010.
Main Idea:
Email marketing is
your digital backbone.

4. 1- The State of Email
History of email
1971- first electronic
message is sent by
Tomlinson
1976- Queen Elizabeth gets a
go
1982 - the word "email" is
first used ... and smileys
arrive :-)
Main Idea:
Email is here to stay - and works well with
new developments in the digital space.
Source: Mashable

5. 1- The State of Email
Anatomy of an email
1- Header
2- Footer
3- Body
4- Links and images
Main Idea:
Understand the terminology and the raison
d'etre for the various elements

6. 1- The State of Email
Email Checklist
1- Removed your opt outs?
2- Do your links work?
3- Alt tags for images?
8- Tested in different Inboxes?
Main Idea:
Keep your lists and emails clean for high
delivery and trust
Pure360

7. 1- The State of Email
Benchmark Report
1- Challenge to send
relevant messages
2- Landing pages
3- List growth, opt-in
4- Mass mobile readership
Main Idea:
Relevant content and clear intent are crucial
for campaign success - MarketingSherpa
findings
MarketingSherpa

8. 1- The State of Email
Benchmark Report
1- Challenge to send relevant
messages
2- Landing pages
3- List growth, opt-in
4- Mass mobile readership
Main Idea:
Relevant content and clear intent are crucial
for campaign success - MarketingSherpa MarketingSherpa
findings

9. 1- The State of Email
Benchmark Report
1- Challenge to send relevant
messages
2- Landing pages
3- List growth, opt-in
4- Mass mobile readership
Main Idea:
30% of subscribers are said to unsubscribe
per year, on average - keep acquiring and
get updated opt-ins
MarketingSherpa

10. 1- The State of Email
Benchmark Report
1- Challenge to send relevant
messages
2- Landing pages
3- List growth, opt-in
4- Mass mobile
readership
Main Idea:
Design your emails with mobile in mind,
even if most of your audience still reads it
on a PC
MarketingSherpa

11. 2- Engagement and Growth
Tips
1- Email list growth
2- Automated mailers
3- Personalization
4- Segmentation
5- Social links
Main Idea:
Engage audience creatively and individually.
Become personal in public.

12. 2.1 - Email List Growth
How to do it
1- Subscription form
2- Offline events, in-store
3- Social media share
4- Email to friend
5- Online events, webinars
6- Register during purchase
7- Facebook form
8- Paid search
9- Blog registration page
10- Co-registration programs
Main Idea:
Start with a good subscription form and
drive traffic to it
Let's sign up

13. 2.1 - Email List Growth
A bad example
Quite clear to see they take
segmentation and accurate
timing/ content seriously,
but would you subscribe?
Main Idea:
Less is more - get more information on
secondary level

14. 2.2 - Automated mailers
Some ideas
Welcome message
Profile update mailer
Automated emails
a: Strata welcome (subscribe
trigger)
b: Strata 10 days later- open
c: Strata 21 days later- open
Triggered mail (link/open)
RSVPs
Main Idea:
Use some tricks to make engagement look
personal - and deliver the right content

15. 2.3 - Personalisation
Some ideas
Address by name
Add name tag in subject line
Personalise content (i.e
based on past behaviour/
events attended, Analytics)
Add trigger mails when
certain links are clicked
AB split tests
Main Idea:
Use some tricks to make engagement look
personal - and deliver the right content

16. 2.4 - Segmentation
Who, what, when
Additional subscriber data -
how to get it
Change of preferences
Social data mining
Surveys
Past purchase behaviour
Email metrics segmentation
Type of offer/target group
and send time
Segment by device type
Main Idea:
Don't keep subscribers "boxed" - update
their profile, go with their changes, be
flexible

17. 3. Go social and mobile
Social Email
Email is social
Tips on how to link email with
social elements
Benefits of reaching out on
social networks
People don't want to be
measured, but valued
Main Idea:
It's in our nature to comment, share,
recommend and critisise. Use this to your
advantage. Jeff Buller's Infographic

18. 3. Go social and mobile
Social Subscription Form
Social log in reduces bad
information collection
Up to 70 % of all web form
submissions are incorrect
Interscope Records: Choice
increases signup
50% increase in subscriptions
after introduction of social sign-
on
Main Idea:
Get newsletter subscriptions via social
login

19. 3. Go social and mobile
Social data - a goldfield?
Social data more accurate
• According to Janrain, 98% give
permission – it’s a simple click!
• You get better and more correct data
because people manage their social
profiles carefully
• Ability to tap into interest-based
content for your messaging
• Remember, people change - get auto-
profile updates via social.
Main Idea:
Use social data for much more targeted
email campaigns

20. 3. Go social and mobile
Social links in email
Trend Tip: Make it possible for
subscribers to pin your images -
Pinterest
Main Idea:
Socialize your email audience - grow it
"organically".

21. 3. Go social and mobile
Social publish your mail
Call to action - entice through
content
Have newsletters re-tweeted
Add them to #tag discussion
Get comments and shares via
Facebook
*Use your main SEO keywords at
the beginning of your updates
Main Idea:
Share your newsletters socially-get
comments and more shares/subscribes

22. 3. Go social and mobile
Social comments
Add a browser extension that
allows for:
Easy sharing of newsletter
Sharing with a friend
Commenting
Translation
Subscription tools

23. 3. Go social and mobile
Case Study #1
78% of organizations
integrate email with social
media
Marketers who feel email is
effective when integrated
with social media: 13% -
Very effective
Just like: Career Builder
Main Idea:
Use email to announce channel-specific
content and drive to video (mobile!) Source: MarketingSherpa

24. 3. Go social and mobile
Case Study #2
Mint.com: accelerate
referrals of their new
Beta product via email
and social network
integration
Main Idea:
Use email to drive referrals on social
channels - word of mouth motor Source: MarketingSherpa

25. 3. Go social and mobile
Case Study #2
Mint.com: the "exclusive
access to beta product"
seemed to perform the
best out of the 3 test
mails they sent to their
email audience
Main Idea:
Use email to drive referrals on social
channels - word of mouth motor

26. 3. Go social and mobile
Case Study #2
Mint.com: Expanded reach
to web page too, in
account login
Results
open rate of email: 48%
10 % of those became
"influencers"
Shared the invitation with 5
friends on average
Main Idea:
Use email to drive referrals on social
channels - word of mouth motor

27. 3. Go social and mobile
Market to the moment
46% of adult mobile users
own smartphones Pew Internet
Research, March 2011
89% of people use their
smartphones throughout the
day
Google, April 2011
43% of mobile email users
check email four or more
times per day
Merkle , February 2011
Main Idea:
Reach your audience where it lives, works, Source: Men's Health News
plays, walks and waits.

28. 3. Go social and mobile
Design for mobile
Single column layout
Enlarge fonts
Compelling, short
content
Wise use of images
Short links, space
Landing pages
Main Idea:
Make sure newsletters render well on small There must be more to this
screens

29. 3. Go social and mobile
Example
Share links at the top
Clean, big image with single-
minded message. Make sure it's
alt-tagged.
One clear call to action: contact
us link, enough space
Click-to-call in footer, plus
address and unsubscribe link

30. 3. Go social and mobile
Case Study
Zonnebloem
Results
SMS
• 5639 SMSs received
• 4% of these entries submitting
their email addresses
Ideas for improvement?
Main Idea:
Low barrier to entry important - SMS
Source: Quirk

31. 3. Go social and mobile
SMS and mobile site
Case Study: TB/ HIV
Innovative way of
communicating via SMS +
traffic to mobile site,
feedback.
Link to email campaign:
Call out in email that
competition only
happening via SMS,
submit number via short
code. Channel exclusive.
Source: Cliku

32. 3. Go social and mobile
SMS and mobile site
Goal: Educate about TB
symptoms AND
introduce community to
organization having a
mobile presence
Bait: competition
Data: already had mobile
numbers in their
database
Source: Cliku

33. 3. Go social and mobile
SMS and mobile site
To participate in
competition, answer had
to be typed in and
submitted.
Source: Cliku

34. 3. Go social and mobile
SMS and mobile site
No matter whether
answer was right or
wrong, upon submitting
of answer, there was a
mobile" thank you" page
with a drive to their
Twitter channel.
Source: Cliku

35. Top Take Aways
Building an email strategy that meets my customers'
communication channel preferences takes:
Action, even baby steps
Embracing the power of social media
Marketing to the moment
Ensuring an excellent mobile
experience
Core message for campaigns – core
intent

36. Live newsletter analysis
Villas and Hotels for Africa
Let's see how what
we've previously Madrone Studios
discussed is applied
within various Art Therapy
newsletters - or not.
Open round. Fancy French Cologne
Kulula
Two Oceans Aquarium

37. Live newsletter analysis

38. Live newsletter analysis