The document summarizes a presentation given at the 2010 Online Marketing Summit in San Francisco. The presentation by Alex Williams of eROI discussed integrating social, mobile, and email marketing. It provided an overview of current US usage of these channels, as well as findings from a study of 500 marketers. Specific techniques for integrating social sharing and mobile versions were also presented, with examples of how to implement calls to action without competing with primary calls to action. The presentation emphasized starting integration where traction already exists and testing assumptions about mobile and social engagement.

1. Online Marketing Summit
San Francisco, CA | October 11th, 2010
The Current State of Social,
Mobile & Email Marketing
Integration
Alex Williams
Digital Strategy
eROI
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2. AGENDA:
 The Study: US Landscape of Social, Mobile and Email
 Planning for Success Pragmatically
 Benchmarking & Reporting
 Techniques & Execution
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3. Current US landscape of Social, Mobile and Email
 97% of US households use Email (e-Dialog, 2010)
 75% of internet connected homes use Social Networks
(61.5% of all US Households)(Nielsen, 2010)
 91% of the US population uses a mobile device (CTIA, 2010)
 23% use a smart phone (Frank N. Magid Associates, 2010)
 285+ million mobile devices in the United States and there are just over 70
million smart phones (e.g., Blackberry, iPhone, Android, Windows).
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4. The Study
 Conducted in April of 2010
 500 marketers surveyed
 Respondent profile was nearly equal parts B2B marketers (39%), B2C
marketers (31%), and those who are both B2B and B2C marketers (30%).
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5. State of Mobile Marketing
When asked if their companies were measuring the use or prevalence of mobile
devices for their email subscribers, nearly two-thirds (63%) of marketers said no
and another 11.5% were not sure.
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6. State of Mobile Marketing
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7. State of Mobile Marketing
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8. State of Social Marketing
• Social media has been adopted by nearly two-thirds of the United
States population
• Nearly three-quarters (73.7%) of marketers feel that social media is
having a positive impact on their marketing efforts.
• 59.5% of organizations assign less than five hours per week to social-
media-management-related tasks.
This puts social media as one of the least involved marketing programs from
an organizational standpoint.
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9. State of Social Marketing
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10. State of Social Marketing
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11. State of Social Marketing
• Nearly two-thirds of marketers responded that they are integrating social
media with their email marketing efforts and 59.1% are integrating ―Share
With Your Network‖ links.
• When respondents who weren’t integrating social media into their email
campaigns were asked why, they cited lack of resources and knowledge (
35.2% and 21.4%, respectively)— the same reasons given for not using
mobile.
• Of those who are implementing social network links and tools into their email
marketing programs, there are four major networks that are part of their
programs with a handful of second-tier networks being represented.
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12. State of Social Marketing
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13. Planning for Success
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14. 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.
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15. What’s the value of an email address?
source:
Email Marketing: An Hour a Day
Authors - Jeanniey Mullen, David Daniels, David Gilmour
Publisher - John Wiley and Sons, 2008
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16. The Inbox is Cluttered; Attention is Scarce
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17. It’s that way Everywhere…not just in Email
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18. Lots of devices, few standards.
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19. What Does Email Success
Look Like?
• Delivered Rate • Forwarding
• Open Rate • Sharing
• Click Through • Adding Preferences
• Conversions • Unsubscribe Rate
Other channels presence must support - not distract -
from these email marketing goals.
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20. Start integrating where you already
have some traction.
Those answers are in your web analytics.
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21. Google Analytics
Referring Sites - Social
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22. Google Analytics
Mobile Device Traffic
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23. More Tools Are on the Way
Flowtown & Fliptop – Find out what Social Sites your Subscribers are On
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24. Benchmarking for Success
A Few Ideas…
Mobile Social Video
Click Through Click Through Plays
Conversions Conversions Conversions
Page Views Sharing Votes/Polling
Time on Site Mentions Sharing
Sharing Fans/Followers/Etc… Comments
New Subscribers
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25. Integrating Social into Email
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26. Integrating Social into Email
Start by allowing and promoting replies
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.
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27. 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.
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28. 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.
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29. Integrating Social into Email
Don’t compete with your call to action!
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!
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30. Integrating Social into Email
Take your best shot at conversion first
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.
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31. Integrating Social into Email
It doesn’t hurt to ask…
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32. Integrating Mobile into Email
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33. 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
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34. Are your mobile readers more engaged
than you think?
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35. Are certain mobile device readers
more engaged than others?
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36. Integrating Mobile into Email
Start by Testing ―View Mobile Version‖
Tip: Add your Web Analytics code to your hosted mobile version to
analyze the impact of the traffic on conversions.
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37. Integrating Mobile into Email
―Just the Facts Ma’am.‖
Teleflora Mobile Version vs. Teleflora HTML with Images
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38. 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.
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40. Thank You #OMSDMA!
Alex Williams
eROI
alex.williams@eroi.com
Ph: 503-484-5901
@alexcwilliams
LinkedIn.com/in/emailmarketingstrategy
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41. Thank You
Visit
www.onlinemarketingsummit.com
for more information
Follow us @OMSummit
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