If your company is looking at ways to shift budget from other marketing channels toward social media, be careful not to make either/or decisions that could adversely affect overall business success. Today's leading brands recognize that email marketing can act as an effective conduit to achieve better performance across traditional and emerging channels--especially social media. You will learn about why email is more important than ever in the growing social landscape. Walk away from this session with a better understanding of how to use email and social together to drive consumers through the customer lifecycle—from initial acquisition to a lifetime influencer.

1. Ryan P. Phelan
Using Social Media to Improve Vice President, Strategic Services
BlueHornet
Email Marketing Effectiveness @ryanpphelan

2. Industry Experience
> Director, Email Marketing & Acquisition at Sears Holdings
> Responsible for East Coast Operations at Responsys
> Director, Email Marketing & Online Advertising at
infoGROUP, Inc
Thought Leadership
> DM News: Email Gets Personal (Cover Story)
> Keynote address – March 2012, EEC12
> Recent Article: Changing Consumer Perceptions of the
Email Channel, Simms Jenkins - bit.ly/RP_P1
> Co-Chair of the EEC List Growth & Engagement
Roundtable
> Member of:
Ryan Phelan
Vice President, Strategic Services
Various Email Discussion Groups on:

3. Ask
Questions!

4. Think…

5. AOL 1995
WHO
remembers
the good old
days?

6. AOL 1995
WHO
remembers
the good old
days?

7. Where are we today with Social Email?

9. I’m So Confused
(and freaked out)

10. HomeDepot.com
Minimal Placement instead of
sharing specific items
Join not share

11. 1-800-Flowers
Join not share
Hallmark is all about happy, why not
share that?

12. A&F
Plain
Bland
Boring

13. BananaRepublic.com
Could easily share this discount

14. Target
Like not share

15. Macy’s
I have never bought, I have rarely
opened

16. Gilly
Facebook votes are in?
When did you ask me to
vote?

17. Abercrombie & Fitch
Does FB reviews matter?
Why not website reviews?

21. Paula’s Choice
WHOO-HOOOOO!
Rationale for being on Facebook!

24. Social Media Programs
> Promotion
> Customer Service
> Relationship

25. Goal: Let’s try
something new!

26. Social Sharing Transactions

27. You don’t always know how excited someone is to
purchase something
> Great use of social “push” post purchase from website
> Look to integrate this into transactional emails

28. Segmentation

29. How can you care about a customer if you don’t know them?
All customers want
to be valued…all
customers want to
be recognized

30. Automated Execution
> Automated recognition of email behavior
‒ “Set it and forget it” trigger email messages
‒ Looks at email behavior so you have more time

31. Tiered system for graduated or differentiated reward
> Customize the message
‒ The better the
customer, the greater
the reward
‒ Does not always need
to be a discount
‒ Focus on engagement
‒ Try “Thank you”

32. Shhhhh, don’t tell anyone…
> Secret Rewards Program
‒ Want to avoid “gaming” the system
‒ Calls to action/Messaging should be relationship based
‒ Express thanks

33. Give Them Content, Not Just Discounts

34. Consumers don’t just want discounts….

35. This model is not sustainable

36. Why do you unsubscribe from emails?
It’s not just our
emails, it’s their entire
inbox

37. Contextual Posting

38. All social media channels
have their own method –
think about what you post

39. Social Media is not just Facebook & Twitter

41. Conclusion
> Social Email is more than just the icon
‒ Let consumers choose what to share – include in transactional
‒ Use segmentation to increase your customers loyalty
‒ Make sure the context of what you are posting is channel
specific
‒ Social Media is not just Facebook or Twitter

42. Questions?

43. Ryan Phelan
Vice President, Strategic Services
ryan@bluehornet.com
619.295.1856 x36113
Want to learn about email marketing? Follow me on Twitter
and watch #emailmarketing!
> @ryanpphelan
@bluehornetemail