Mocial Email Strategies Mobile Social Local Sydney

Email Strategies in a World Gone “Mocial”

Loren McDonaldVP, Industry RelationsSilverpop

Twitter: @LorenMcDonaldGoogle+: +Loren McDonald

The World Has Changed

Marketing v

25M

800M 200M

Social media is becoming ubiquitous

25M

Social Media Presence: Australian Businesses

Q4 2010

Smartphone Sales Pass PC Sales

100+ Million Tablets Expected to Sell in 2012

25 billion downloaded by 2015

Juniper Research

Mobile Apps are Exploding

12+ Million Users WWCheck-ins per day: Over 3 million

Businesses: 500,000 using the Merchant Platform

But let’s not freak out – email still rocks!

So how about like 2 Billion email users?

Radacati Group

Social Email

Conversation Conversion

Email drives the ROI in “Mocial”

So what the heck is mocial?

mobile + social + local + email

Mocial = Email Marketing Obstacles and Opportunities

Agenda – Today I Will Look at 4 Areas

Mocial Opt-Ins

Extend Message Reach

Get Personal

Design for Context

Facebook Brand Page Opt-in

Social Sign-in Is the Future

Increases form completion rates by 10-50%

Email

Name

Location

Birth Date

Gender

Friends/Contacts

Profile Photo

Interests

Source Janrain

Social Profile Data by Network

SMS to Email Opt-in

Text to 12345

ABCD ADD [your email

address]

POSAds

Events

• Point-of-sale• Throughout store• Events• Customer service reps

Tablet/Kiosk Mobile Opt-in

Agenda – Extend Message Reach

Moc

ial O

pt-

Ins

Extend Your Reach

Get Pe

rsona

lDesign

for

Cont

ext

Transition: Share>Find>Follow>Like

11%

71%

18%

Social Sharing Only

Like/Follow Only

Both

More Than 2/3 Include Like/Follow

Silverpop Study: Top Online US Retailers

Promote Likes/Follows

• Holiday card: Sent 12/24• Facebook album: 150+ photos added

Sharing Done Right – What’s Your Ice Cream?

Agenda – Get Personal

Moc

ial O

pt-

Ins

Exte

nd Yo

ur

Reac

h

Get Personal

Design

for

Cont

ext

[get pur-suh-nl]

1. Marketing content that speaks with a “human” voice.

2. Targeted, personally relevant messaging based on consumer preferences, demographics and behaviour.

3. Dude, lose the corporate speak.

Old Rule:Sell the sizzle, not the steak.

New Rule:Educate with grilling tips, recipes

and wine pairing.

Let Customers Do the Selling

30+% Increase in Orders and Sales

Agenda – Design for Context

Moc

ial O

pt-

Ins

Exte

nd Yo

ur

Reac

h

Get Pe

rsona

l

Design for Context

Going Mobile / Screensize-apalooza

Where is Your Email Being Read?

So Context Means…Scannable

Singular calls to action

Larger fonts

Single columns

Bullet-proof / large CTA buttons

Design for touch …

Old mouse New mouse

The New Design Challenge

Source: StyleCampaign.com, Litmus

Do Your Email’s Have the Touch?

4 Takeaways

Capture Customers via Social & Mobile

Channels

Get Human

Make Content Shareworthy &

Shareable

Design for Multiple Devices/Touch

What are you doing to

advance your email program

in a world gone mocial?

Q & A / Contact Information / Thanks

• Loren McDonald• lmcdonald@silverpop.com• Twitter: @LorenMcDonald• Twitter: @Silverpop• Google+: +Loren McDonald

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