Integrating social media into email marketing

Integrating Social Media into Email Marketing

@rlevans, @Silverpop, #iStrategy

Today’s Plan

• PART 1: A look at the role of email marketing in today’s mobile, social and local world.

• PART 2: Crowd-source an integrated email, mobile and social campaign.

5 Goals1. Some new ideas of how companies are integrating

email, social and mobile marketing2. A clear example of how you can build an integrated

programme or advance your current programmes.3. Thoughts on how to measure success in this new

marketing mix.4. A list of common obstacles you may face as you

move forward and how to overcome them.5. €25 in your pocket.

When is social media going to kill

email marketing?

The World Has ChangedMarketing

800M 200M

Not a fad…but a way of life

Smartphone Sales Pass PC Sales

Q4 2010

40+ Tablets Expected to Ship in 2011

Mobile Apps are Exploding

25 billion downloaded by 2015

Juniper Research

What about the

2,000,000,000 people…

2 Billion Email Users!

Radacati Group

Social vs Email

Conversation Conversion

Email drives the ROI in Mocial

Welcome

Cart / BrowseAbandonment

Order Confirmation / Shipping

Customer Satisfaction

Product Review Requests

Bounceback

Purchase Anniversary /

Happy Birthday

Automation & Triggers

Nurture & Convert

Email marketers must adopt, adapt and improve.

Mobile

Social

“mo + ci + al”

Integration

Context/Design

Humanisation

Automation / Triggers

Email Marketing in a Mocial World

So what is the current / future

state of “mocial” marketing?

500 Silverpop clients

April 2011

Use of social, mobile,

local and email

channels

How integrated are your marketing programmes across email, social and mobile?

17%62%

N/A Yes Not at all Somewhat

75%Yes /

Somewhat

Foursquare/Gowalla

YouTube

Facebook

Twitter

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

For which social media channels does your company have a presence?

Do you have an email opt-in form on your Facebook page?

Yes No plans to add N/A Plans to add

48%: Have/Plan

to add

Transition: Share>Find>Follow>Like

2009 20100

Top 500

Remaining Retailers

78% Including Social Links in Emails

Internet Retailer 500 Study

Do You Offer Email Opt-in with SMS

Yes Plan to offer N/A No plans to offer

81% say

No orNo Plans

Get out your phones

Text to 12345

ABCD ADD [your email

address]

EventsPoint

OfPurchase

Billboards

SMS Text to Email Opt-in

Integration

Context/Design

Humanisation

Impact on Email Marketing

Going Mobile / Design OVERLOAD

Where is My Email Being Read?

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 Emails Have the Touch?

Integration

Context/Design

Humanisation

Old Rule:Sell the sizzle, not the steak.

New Rule:Educate with grilling tips, recipes

and wine pairing.

Let Customers Do the Selling30% lift in key metrics!

Get Real.Get Human.Add Value.

Integration

Context/Design

Humanisation

Social is the New Broadcast

Try Doing this with Social Media

Nurture

Transactional

Dynamic

Campaign Tracks

Triggered off Behaviour

Highly Personalised

Email’s Strengths

Low Volume, High ROI

40.2%TriggeredCampaigns

4.1%TriggeredCampaigns

Email Generated RevenueVolume of Emails sent

Email Marketing is Healthier than ever.

And social, local and mobile make it more powerful than ever.

What are you doing to

advance your email programme

in a world gone mocial?

Questions before we move on?

PART 2: Workshop Session

Less of me. More of you.

About Silverpop

• 1,600+ customers

• Across 38 countries

• >2B email messages sent per month across our customer base

• Resource Centreat silverpop.com– White papers– Webinars– Blogs– Case studies– Newsletters

• Presentations on SlideShare– www.slideshare.net/Silverpop

New Study: Top 100 UK Retailers Tracking Study

Thank you for your time!Tweets: @rlevans

revans@silverpop.com

Integrating social media into email marketing

Technology

Best Practices in Email Marketing The Ultimate Email Marketing

Integrating technology with your digital marketing strategy › sites › default › files... · Digital Marketing. Social Media. Email marketing. Advertising. Tying it all together

Email Marketing Tools - Digital VidyaSerious about EMAIL MARKETING? Join our Upcoming Training! Details @ Email Marketing Tools “Comprehensive Toolkit for Email Marketing Tools”

Email Marketing Basics - How Email Marketing Works!

SPECIAL REPORT - HubSpot...x To what extent are your fellow marketers integrating social media? (page 13) x Which marketing channels are your marketing peers integrating with email?

Integrating Email and Social Marketing

Integrating Email Marketing and Social Media

BRANDING AND INTEGRATING MARKETING …

7. Integrating Marketing Communication

Welcome to Advanced eMail Marketing Advanced eMail Marketing

3 Email Marketing - Kentico · PDF file3 Email Marketing For more information visit What is Email Marketing? Email marketing is the use of email communication

Integrating marketing 1.0

Integrating Marketing and Education

Lawyers Email Marketing For - lawlytics.com€¦ · Email Marketing For Lawyers. ... When you should choose email marketing Benefits of email marketing software Which software you

Integrating mobile into marketing

Project Email marketing, celebrating summer.Project Email marketing, product specific. Project Email marketing, to tie-in with Royal Ascot. Project Email marketing, what’s hot. Project

Integrating email and social media

Redd marketing - Integrating email and social

Integrating New Marketing Communications

Integrating Search & Email Marketing