Harnessing Social Media and Mobile Marketing for Email Campaigns

Copyright © 2011 The Relevancy Group, LLC. All Rights Reserved.

Welcome to Alterian Webinar Attendees

Harnessing Social Media And Mobile

Marketing for Email Campaigns

Featuring:

David Daniels, CEO,

The Relevancy Group

Copyright © 2011 The Relevancy Group, LLC. All Rights Reserved.

Harnessing Social Media

And Mobile Marketing

For Email Campaigns

David Daniels, CEO The Relevancy Group

Follow David on Twitter @emaildaniels

http://www.alterian.com/

Agenda

How is consumer messaging behavior changing

and what are the implications?

What impact will convergent messaging and The

Social Inbox have on marketers?

Which four tactics are necessary to connect

Social Media and Mobile Marketing to email

strategies?

How will marketing measurement change?

How does content play a roll in driving social

influence?

Copyright © 2011 The Relevancy Group, LLC All Rights Reserved


We’ve Become A Multi-Tasking Society



Multi-Tasking Is Not New Behavior

Hair

dryer

Baby

Not an

iPad

Manicure

An Actual

Conversation



Super Bowl XLV: Chevy Cruze, Real-time

Facebook Updates

“The all new Chevy Cruze with real-time Facebook

updates, when the good news just can’t wait”



Super Bowl XLV: Chevy Cruze, Real-time

Facebook Updates

“The all new Chevy Cruze with real-time Facebook updates, when

attention dedicated to driving doesn't seem so important”



Fine Tuning Preferences Will Further Drive

Consumer Expectations & Alter Communication

Patterns



Email Remains A Key Part of Our Daily

Dialog and Drives Message Convergence

Email is our digital fingerprint,

required to participate in

online activities

93% of consumers user email

every day (Source- The Relevancy Group, “The

Social Inbox”, 1/11)

Today message convergence

is driven by devices and not

organizational sophistication



Email Usage Remains A Persistent Daily

Activity For US Consumers

13%

53%

27%

6% 1%

Frequency of Checking Primary Personal Email Account

Hourly or morefrequently

Multiple times per day

Daily

Multiple times per week

Monthly, Multiple timesper month

Question Asked: How often do you check your primary personal email

account? (select one) Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States

Online Consumers Ages 13+



Mobile Email Usage Soars Particularly

Among Younger Consumers

54% 50%

66%

52%

41% 37%

26%

14% 11%

0%

20%

40%

60%

80%

100%

13-18

19-26

27-32

33-38

39-45

46-53

54-60

61-70

71+

Perc

enta

ge o

f C

onsum

ers

Mobile Email Adoption By Age

Yes

No

Age

Groups

Question Asked: Do you currently access one or more of your personal email

accounts on a mobile device, such as a cell phone or smart phone? (select one) Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online

Consumers Ages 13+



We’ve Become A

Short Burst Society 50% skip commercials

550 million of us place short status

updates on our Facebook profile;

50% do so every day

350 million Facebook Messages

users

175 million use Twitter; 95 million

tweets each day

72% of U.S. consumers have SMS

plans, 203 million consumers



Few Consumers See The Convergent Inbox

As A Desirable Feature To Switch Accounts

Question Asked: Why would you switch your primary personal email

account to another webmail provider? (select all) 3% selected “Other” Note: msg

and msgs = message(s), apps=applications

Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online

Consumers Ages 13+

26%

11%

13%

15%

17%

18%

22%

39%

41%

43%

45%

0% 10% 20% 30% 40% 50%

None of these

Integration to apps (e.g. word processor, spreadsheet)

Improved features (e.g. msgs sorted by relevance)

An improved address book

Improved mobile access to email account

Universal inbox for all msg types (e.g. SMS, IM, Email)

Better email composition tool

Faster speed and performance

Improved security and data privacy

Less Spam

Fewer viruses and scams

Reasons For Switching Email Accounts

Enhanced Inbox

Features Switch

Fewer Consumers

Percentage of Consumers Using Email



Desire for Facebook Email Address Swells

to Nearly 50% of Online Consumers

5%

9%

12%

20%

58%

0% 30% 60%

I'd switch my tertiary or otherpersonal email account to Facebook

I'd switch my primary personal emailaccount to Facebook

I'd switch my secondary personalemail account to Facebook

I'd create a new Facebook emailaccount, wouldn't switch account

None, I wouldn't use Facebook'semail inbox

Consumer Desire To Switch To Facebook Email

Marketers Take Note!

Nearly 50% of US

Consumers will Switch

or Create an

@Facebook Email

Account, Creating Far

Reaching Engagement

and Economic

Implications for

Marketers and ESPs.

Question Asked: Which of the following personal email addresses would

you switch to Facebook's email offering? (select all) Note: ESPs=Email Service

Providers, Multiple selections allowed

Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online

Consumers Ages 13+

Percentage of Consumers Using Email



Email Switching Behavior Requires

Marketers To Acquire Addresses In A

Connected Cross Channel Manner

59%

35% 28%

19%

44%

50%

58%

46%

37%

46% 41% 39%

34%

21%

11%

17%

11% 5%

3% 5%

1% 0%

20%

40%

60%

80%

Perc

en

tag

e o

f C

on

su

mers

Email Opt-in Behavior By Age And Channel

Opted into to email updatesfrom a site visited

Provided email address to amerchant at offline storecheck-out

Opted into email updates butdid so using my mobile phone

Added an email marketer'saddress to my address book

Signed up to get onlinebanking statements/alerts

Age

Groups

Question Asked: Which of the following have you done in the last six

months? (select all) Source: The Relevancy Group Consumer Survey, n=1001 11/10,

United States Online Consumers Ages 13+



Typical Silo‟d Enterprises Will Fail



Data & Content

Email Marketing

Social Marketing

Content Management& Production

Analytics Reporting Attribution

Relevant Subscriber

Segments & Testing

Integration & Process

Management

Mobile Marketing

Search

Marketing

Services Expertise Change Management

Marketing that is

integrated across

channels in a

manner that

leverages

addressable

customer,

subscriber or

prospect data

Marketing is driven

by a coordinated

customer centric

organization where

success is

measured by the

value of the

customer

experience

Connected Marketing Drives Greater

Effectiveness and Efficiency



Connected Marketing Framework

1. Become a master of organizational

change

2. Institutionalize testing and reveal in

interactivity

3. Reconstruct and create new measures of

success

4. Let relevance guide every customer

interaction

Copyright © 2011 The Relevancy Group, LLC All Rights Reserved – CMF4.ccom


Apply The Framework To Optimize

Social, Mobile and Email Connections

1. Make someone a champion and align goals

2. Consolidate measurement, listen & analyze

impact & influence

3. Integrate across a connected platform

4. Be a story teller, make the content compelling &

sharing easy & universal







impact & influence






20%

22%

23%

24%

25%

29%

30%

30%

31%

32%

0% 10% 20% 30% 40%

Adequate experienced staff

Lack of integrated customer data

Automating successful campaigns

Adequate staffing resources

Declining response rates

Knowing how to optimize our…

Analyzing campaign results

Email deliverability

Managing email frequency

Subscriber/list churn

Email Marketers Face Many Challenges

Question: What are your greatest challenges when conducting email

marketing? (select all) Source: The Relevancy Group n=674 4/10 (US 486, UK 188, Retail 181, Media 197, Travel 296) Selected

responses

Top 2010 Email Marketer Challenges



Find A Champion And Align Goals



Goal = Get More Email Subscribers

1. Appoint the Czar of list growth, merit them on this

key performance indicator if …

2. The call center is on board to ask for and confirm

email addresses. Individual incentives work.

3. The retail stores are on board to present the email

address question to their queue. A nickel an email?

4. Leverage mobile. Short codes to opt into email

programs … txt 45678 w/ [email protected] to subscribe



Email Marketers Your ROI Currency Is

The Worth of Your Subscribers

Source: “Email Marketing An Hour A Day” -

http://emailmarketinganhouraday.com/sample.htm

„ValueofEmailAdress.xls‟

Copyright © 2011 The Relevancy Group, LLC and Daniels/Mullen All Rights Reserved

Determine the value of

your email subscribers

• Simple calculation, at

least worth your

expense to acquire

them

• Complex calculation,

on average at least

$118.00


http://emailmarketinganhouraday.com/sample.htm





impact & influence






Nascent Email-Social Tactics Require Services

To Further Advance Adoption

31% 29% 27%

18%

42% 42%

27%

38%

28% 29%

46% 44%

0%

10%

20%

30%

40%

50%

Leverage sociallyactive email subs

for acquisition

Develop apps forsocial networks

Using a "ListeningPlatform"

Combine Twitterand email metrics

Currently Plan w/in 12 months No plans to deploy

Question: Which social marketing initiatives have you currently deployed,

plan to deploy or do not plan to deploy? (select one for each) Source: The Relevancy Group n=674 4/10 (US 486, UK 188, Retail 181, Media 197,

Travel 296) Selected responses



Online Social Networking and Media

Is Not A New Concept First CompuServe Ad, September 24, 1979



Listen To The Conversations Copyright © 2011 The Relevancy Group, LLC All Rights Reserved


Who is Your Click, Your Influencer, Your Advocate?

Twitter Facebook



Goal = Get More Influenced Earned Media

and Subscribers

1. Connect the Czar of influence to everything that the

brand does, merit them on this accordingly if …

2. Email subscriber engagement increases.

3. Positive buzz and the brand halo grows.

4. If advocates become an acquisition tool, to further

reduce operational acquisition costs.

5. If the influence, engagement, etc. is additive.



Understand Subscriber Engagement and Make

That The Baseline To Measure Additive

Influence and Advocacy

Source: “Email Marketing An Hour A Day” - http://emailmarketinganhouraday.com

Page 42

Copyright © 2011 The Relevancy Group, LLC and Daniels/Mullen All Rights Reserved

Gather average Key Performance Indicators

Output into a

weighted

Indexed Score

Barometer of

Engagement






impact & influence






Marketers Integrating Data Have Seen

Clear Benefits of Connected Marketing

45% 40%

33% 29% 29%

23%

0%

10%

20%

30%

40%

50%

Improvedproductivity

and efficiency

Reducedmarketinglabor costs

Reduced ITcosts

Improvedcustomer

profitability

Improved oursubscriber

segmentationcapabilities

Increasedrevenue persubscriber

Benefits realized of integrating data into a centralized marketing database

Question asked: Indicate the benefits that you have experienced since

consolidating data into a centralized database for use in marketing

efforts. (select all) Source: The Relevancy Group n=674 4/10 (US 486, UK 188,

Retail 181, Media 197, Travel 296) Selected responses



Goal = Drive Optimization Via Connected

Knowledge of the Customer Experience

1. Create a Czar of Experience and have them demand

that art of the brand, “or picture” can not be

measured by a mere frame or brush stroke, instead

require an a pallet that can …

2. Execute against outbound marketing channels

3. Listen to the inbound and align those common

measures

4. Have provisions to manage content as it is still king



Connected Marketing Supports the

Natural Lifecycle of Customer Management

Acquisition

Retention

Engagement

Advocacy WEB

Search Email

Mobile Social







impact & influence






Marketers Must Adopt Relevant Tactics

to Advance Sharing, Decrease Deletions

64%

68%

79%

71% 69%

76% 75% 76% 72%

22%

14% 15% 10%

7% 8% 6% 4% 3% 0%

20%

40%

60%

80%

100%

Perc

en

tag

e o

f C

on

su

mers

Email Marketing Inbox Behavior By Age

Deleted email marketing offernot relevant to me

Deleted marketing emailbecause I get too much emailfrom them

Unsubscribed from email thatopted into

Marked marketing messagethat I opted-into as spam

Shared email marketingcontent on Facebook orTwitter

Age

Groups

Question Asked: Which of the following have you done in the last six

months? (select all) Source: The Relevancy Group Consumer Survey, n=1001

11/10, United States Online Consumers Ages 13+



The Story Might Be Coffee, But Our

Preferences Are Different



Goal = Be Relevant & Get Your Message Seen In As

Many Places & In As Many Formats As Possible

1. Create a Czar of content, who can tell a story well,

transform long stories in to shorter stories, the

expert of getting to the point, who can oversee

rendering across platforms, who can visualize the

segmenters definition of relevance and ensure …

2. That it renders on small screens and the call to

action is operational – Think HTML5 vs. Flash

3. The content is available across video, social

networks and can measure not which audience or

channel, but which creative pulled better.



~ Change ~



Connected Marketing Framework

1. Become a master of organizational

change

2. Institutionalize testing and reveal in

interactivity

3. Reconstruct and create new measures of

success

4. Let relevance guide every customer

interaction







impact & influence






The Alterian eBook Series on Creating

Engaging Email (complimentary)

Discover the series at

http://email.alterian.com/resources/creating-

engaging-email/


Additional Resources

The Social Inbox

Get $200 off the list price of $695 with code

ALTERIAN

http://www.relevancygroup.com/thesocialinbox.

htm


http://email.alterian.com/resources/creating-engaging-email/






http://www.relevancygroup.com/thesocialinbox.htm



Questions?

Contact Details The Relevancy Group

[email protected]

877.972.6886

Follow David Daniels on Twitter @emaildaniels

The Relevancy Group on Twitter @relevancygroup

*CMF4.com research is available here for free with site registration


http://cmf4.com/

http://cmf4.com/research.htm

Business

Harnessing Social Media and Mobile Marketing for Email Campaigns