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Email’s Role in a World Gone “Mocial”
Are Phone Calls Dead?
Change…not death
So let’s not freak out – OK?
But it is time to…Get Smart
What’s a Mocial?
Role of Email
Marketing
Email Mocial
PrescriptionQ & A
What’s a
Mocial?
Mobile
Social
Local
“mo + ci + al”
Location/Context
Function
Content
Reach
Channels
Everything is social
Mobile Apps are Exploding
25 billion downloaded by 2015
Juniper Research
The Unified Inbox is “here”…
600M 200M
Not a fad…but a way of life
OK, well email may be boring
Radacati Group
2 Billion kind
of boring
0
20,000
40,000
60,000
80,000
100,000
120,000
Email Database Facebook
Sample Reach: Email vs Facebook Followers
The Old Content Paradigm
Marketing
Creates
Marketing
Distributes
Consumer Responds
New Content Paradigm
Consumer Creates
Consumer Distributes
Marketer Repackages
Consumer Responds
Marketer Redistributes
Social Media Function
Context
Coffee shop
Location – Anywhere & Everywhere
40+ Tablets Expected to Ship in 2011
Role of Email
Marketing
Social is the New Broadcast
Social vs Email
Conversation Conversion
Email Sophistication Progression
Broadcast SegmentedBehavior / Triggered
Nurture
Transactional
Dynamic
Campaign Tracks
Triggered off Behavior
Highly Personalized
Email’s Strengths
Email Gets More Social
And Enhances Mocial
Email Mocial
Prescription
Email/Mocial Prescription
Integrate
Humanize
Shift
Don’t add share links
to your emails
Just kidding
Shareworthy?
“Doughboy” + Valentine = Shareworthy
Promote Likes/Follow
Enable Channel Options
Facebook Messages
Facebook Messages
Primary call to action is
missing in initial
Facebook Messages
window
Know Your Audience
Source: Unica Corporation/Pivotal Veracity
Design for “Everything”
Pre-header text
Clear CTAs & links
Alt attributes (tags)
HTML text over image-based
Design for touch
Font size
Font color
Scalable fonts/images
25+% of Apps Used Only Once
Incorporate Email in Mocial Channels
Chipotle doesn’t, beyond confirmation emails – don’t miss the email boat!
Email/Mocial Prescription
Integrate
Humanize
Shift
Get Real
Get Human
Add Value
not dead, but…
…content that educates and
solves problems is
becoming more powerful..
Old Rule:
Sell the sizzle, not the steak.
New Rule:
Educate with grilling tips,
recipes and wine pairing.
Sell by Educating
How-to video
Let Customers Do the Selling
Leverage UGC
Incorporate Employees
• Real
person
• Service
tone
• 50%
conversion
rate
Calls for Aaron
Leverage the Power of Reviews
Emails drive consumer creation of reviews
• 6% of online Americans post ratings and
reviews of products at least monthly
• 25% of online adults read these ratings
and reviews at least monthly
Use Personality to Engage
Email/Mocial Prescription
Integrate
Humanize
Shift
Shift your email program
to behavior-based &
triggers / automation
Use Pre- to Post-Purchase EmailsPre-Transaction
• Browse abandonment
• Cart abandonment
Purchase Process
• Order Confirmation
• Order status
• Shipping notice
• Shipment confirmation
• Trip preparation
Post-Purchase
• Satisfaction Survey
• Review request
• Review notification
• Recommendation
• Replenishment
• Repurchase
• Upgrades
Relationship
• Bounceback
• Account reminder
• Loyalty programs
• Account status
• Purchase anniversary
Right time, right message!
Email Becomes a
Dynamic Content Platform
Leverage Other Technologies
Subscribers /
Visitors
1st Time
Customers
Repeat
Customers
Unengaged
Customers
100 300 400 600 -400-200
Welcome
Campaigns
1st Purchase
Campaigns
Repeat
Purchase
Campaigns
Loyalty
Campaigns
Reengagement
Campaigns
Loyal
Customers
Leverage Marketing Automation
Summary
Integrate
Humanize
Shift
Resources
• Resource Center
– White papers
– Webinars
– Blogs
– Case studies
– Newsletters
– http://www.silverpop.com/marketing-resources/index.html
• Many presentations on SlideShare
– www.slideshare.net/Silverpop
Q & A / Contact Information
• Loren McDonald
– lmcdonald@silverpop.com
– Twitter: @LorenMcDonald
– Twitter: @Silverpop
www.slideshare.net/silverpop
www.silverpop.com
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