41
Email Strategies in a World Gone “Mocial” Loren McDonald VP, Industry Relations Silverpop Twitter: @LorenMcDonald Google+: +Loren McDonald

Mocial Email Strategies Mobile Social Local Sydney

Embed Size (px)

Citation preview

Page 1: Mocial Email Strategies Mobile Social Local Sydney

Email Strategies in a World Gone “Mocial”

Loren McDonaldVP, Industry RelationsSilverpop

Twitter: @LorenMcDonaldGoogle+: +Loren McDonald

Page 2: Mocial Email Strategies Mobile Social Local Sydney

The World Has Changed

Marketing v

Page 3: Mocial Email Strategies Mobile Social Local Sydney

25M

800M 200M

Social media is becoming ubiquitous

25M

Page 4: Mocial Email Strategies Mobile Social Local Sydney
Page 5: Mocial Email Strategies Mobile Social Local Sydney

Social Media Presence: Australian Businesses

Page 6: Mocial Email Strategies Mobile Social Local Sydney

Q4 2010

Smartphone Sales Pass PC Sales

Page 7: Mocial Email Strategies Mobile Social Local Sydney

100+ Million Tablets Expected to Sell in 2012

Page 8: Mocial Email Strategies Mobile Social Local Sydney

25 billion downloaded by 2015

Juniper Research

Mobile Apps are Exploding

Page 9: Mocial Email Strategies Mobile Social Local Sydney

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

Businesses: 500,000 using the Merchant Platform

Page 10: Mocial Email Strategies Mobile Social Local Sydney

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

Page 11: Mocial Email Strategies Mobile Social Local Sydney

So how about like 2 Billion email users?

Radacati Group

Page 12: Mocial Email Strategies Mobile Social Local Sydney

Social Email

Conversation Conversion

Email drives the ROI in “Mocial”

Page 13: Mocial Email Strategies Mobile Social Local Sydney

So what the heck is mocial?

mobile + social + local + email

Page 14: Mocial Email Strategies Mobile Social Local Sydney

Mocial = Email Marketing Obstacles and Opportunities

Page 15: Mocial Email Strategies Mobile Social Local Sydney

Agenda – Today I Will Look at 4 Areas

Mocial Opt-Ins

Extend Message Reach

Get Personal

Design for Context

Page 16: Mocial Email Strategies Mobile Social Local Sydney

Facebook Brand Page Opt-in

Page 17: Mocial Email Strategies Mobile Social Local Sydney

Social Sign-in Is the Future

Increases form completion rates by 10-50%

Page 18: Mocial Email Strategies Mobile Social Local Sydney

Email

Name

Location

Birth Date

Gender

Friends/Contacts

Profile Photo

Interests

Source Janrain

Social Profile Data by Network

Page 19: Mocial Email Strategies Mobile Social Local Sydney

SMS to Email Opt-in

Text to 12345

ABCD ADD [your email

address]

POSAds

Events

Page 20: Mocial Email Strategies Mobile Social Local Sydney

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

Tablet/Kiosk Mobile Opt-in

Page 21: Mocial Email Strategies Mobile Social Local Sydney

Agenda – Extend Message Reach

Moc

ial O

pt-

Ins

Extend Your Reach

Get Pe

rsona

lDesign

for

Cont

ext

Page 22: Mocial Email Strategies Mobile Social Local Sydney

Transition: Share>Find>Follow>Like

Page 23: Mocial Email Strategies Mobile Social Local Sydney

11%

71%

18%

Social Sharing Only

Like/Follow Only

Both

More Than 2/3 Include Like/Follow

Silverpop Study: Top Online US Retailers

Page 24: Mocial Email Strategies Mobile Social Local Sydney

Promote Likes/Follows

Page 25: Mocial Email Strategies Mobile Social Local Sydney

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

Page 26: Mocial Email Strategies Mobile Social Local Sydney

Sharing Done Right – What’s Your Ice Cream?

Page 27: Mocial Email Strategies Mobile Social Local Sydney

Agenda – Get Personal

Moc

ial O

pt-

Ins

Exte

nd Yo

ur

Reac

h

Get Personal

Design

for

Cont

ext

Page 28: Mocial Email Strategies Mobile Social Local Sydney

[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.

Page 29: Mocial Email Strategies Mobile Social Local Sydney

Old Rule:Sell the sizzle, not the steak.

Page 30: Mocial Email Strategies Mobile Social Local Sydney

New Rule:Educate with grilling tips, recipes

and wine pairing.

Page 31: Mocial Email Strategies Mobile Social Local Sydney
Page 32: Mocial Email Strategies Mobile Social Local Sydney

Let Customers Do the Selling

30+% Increase in Orders and Sales

Page 33: Mocial Email Strategies Mobile Social Local Sydney

Agenda – Design for Context

Moc

ial O

pt-

Ins

Exte

nd Yo

ur

Reac

h

Get Pe

rsona

l

Design for Context

Page 34: Mocial Email Strategies Mobile Social Local Sydney

Going Mobile / Screensize-apalooza

Page 35: Mocial Email Strategies Mobile Social Local Sydney

Where is Your Email Being Read?

Page 36: Mocial Email Strategies Mobile Social Local Sydney

So Context Means…Scannable

Singular calls to action

Larger fonts

Single columns

Bullet-proof / large CTA buttons

Design for touch …

Page 37: Mocial Email Strategies Mobile Social Local Sydney

Old mouse New mouse

The New Design Challenge

Page 38: Mocial Email Strategies Mobile Social Local Sydney

Source: StyleCampaign.com, Litmus

Do Your Email’s Have the Touch?

Page 39: Mocial Email Strategies Mobile Social Local Sydney

4 Takeaways

Capture Customers via Social & Mobile

Channels

Get Human

Make Content Shareworthy &

Shareable

Design for Multiple Devices/Touch

Page 40: Mocial Email Strategies Mobile Social Local Sydney

What are you doing to

advance your email program

in a world gone mocial?

Page 41: Mocial Email Strategies Mobile Social Local Sydney

Q & A / Contact Information / Thanks

• Loren McDonald• [email protected]• Twitter: @LorenMcDonald• Twitter: @Silverpop• Google+: +Loren McDonald

www.slideshare.net/silverpopwww.silverpop.com