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It's not about social media vs. emai marketing, it's about using both together to deliver maximum ROI. Leveraging social data will keep your email marketing efforts relevant and targeted. This helps ensure you get the right message to the right person at the right time. These slides were presented by Jenn Markey during the "Maximizing Email Marketing" session at the Internet Summit in Raleigh, NC Nov 2010. Ms. Markey leads business development efforts for Protus. Protus provides communications apps for small businesses including Campaigner email marketing. Follow @jmarkey on twitter.
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Social gets you in the door, but….
Email is your Closer
Internet Summit, Nov. 2010
Jenn MarkeyDirector Business Development, Protus
[email protected] twitter.com/jmarkey
NO
Video didn’t kill the radio star YouTube didn’t knock off TV Twitter didn’t shutdown
blogging
BUT… In each case, new
technologies forced incumbents to evolve
Same is true for email marketing!
Research Compariso
n Preferenc
e Trial Conviction Purchase
Post Purchase
Social gets you in the door, Email drives conversions
Social affects discovery, preference and post purchase experience
Email pushes conversions through, reduces post purchase dissonance, & is an important source of ongoing lead nurturing
“For every dollar spent doing email marketing in 2010,
you can expect an return on your investment of $42”
- Direct Marketing Association
Email Marketing
Has become increasingly regulated Doesn’t have that hip factor Email is now in 3rd place in terms of ‘share
of time’ online, down 28% y-o-y, while social networking the leader is up 43% y-o-y – Nielsen
BUT… email marketing is stronger than ever 42% of US consumers cited that they prefer
to receive ads for sales & specials via email compared to 3% who preferred social networking sites - eConsultancy
Leverage social patterns for email engagement
Where did the customer come from? Use that information to drive your email lead nurturing
program
Customer Twitter
MySpace
LinkedIn Stumble
Upon
Digg
YouTube
Personalize your email message
Source: MarketingSherpa
Think like a customer WIIFM – speak to customer’s
needs and interests Reviews & Testimonials Encourage Feedback
Ask about what they want to hear Images Use personalization
Engage Customers at Every Stage
Plan your email program based on Origin: Facebook, Twitter, Website, Search Marketing Customer Life Cycle: history, engagement, loyalty Dates: seasons, holidays, birthdays, anniversaries
Automation is key to success
Monthly newslette
r
Loyalty offer
Birthday coupon
Monthly newslette
r
Monthly newsletter
Local offerings
Newsalert
Welcome email with
discount
Website visit Evaluation
Purchase Usage Re-purchase Loyalty
About Protus
Online communications tools for small business
Founded in 1997 Over 500,000 paying subscribers & growing Affordably-priced, easy to use 24/7 customer support
Award Winning
twitter.com/jmarkey
