Making Connections:Email Marketing & Social Networking

Tools You Can Use

Presented By:

Today’s Agenda

• Email Marketing

• Social Media

• Connecting Email & Social Media

Source: Multichannelmerchant.com; eMarketer; ExactTarget

Why Make Connections Online

57% of shoppers go Online before making a purchase decision

92% of consumers have opt-in for Email

84% of people enjoyed receiving email from a company when they registered for it

81% of people go online to socialize

52% of social network users have become a “Fan” or “Followed” a brand

46% of social network users say they would talk about or recommend a product on Facebook 

34% of respondents have used a search engine to find information on a product/service/brand after seeing an advertisement on a social networking site

Email Marketing

Email Marketing

Email is replacing Direct Mail as the preferred method of communications. Consumers prefer it 3-to-1 over direct mail.

Nearly two-thirds of consumers said they had made a purchase because of a marketing message received through email.

Commercial e-mail returned a whopping $43.62 for every dollar spent on it in 2009, according to the DMA’s Power of Direct economic-impact study.

According to Exact Target 2008 Channel Preference Survey

-8.6%

0.3%

0.6%

1.0%

2.9%

3.6%

Direct Mail

Social Media

Instant Messaging

Phone

Text Messaging

EmailText Message

Social Networks

Instant Message

Email

Email Marketing

Communicating With Business

Change in Consumers’ Preferred Channel for Permission-Base Promotional

Message from 2008 to 2009Source: ExactTarget.com

According to Exact Target 2008 Channel Preference Survey

Email Marketing

43%

50%

60%

60%

71%

72%

73%

75%

76%

84%Polls, survey related to their products/services

Confirmation for transaction

Promotional messages form companies I HAVE GRANTED permission

Regular status updates on an account

Customer service messages about general products/services

Customer service message about specific issue

Sweepstakes invitations from a company you know

Promotional messages form companies with who you have regularly conducted business, but HAVE NOT ASKED for information

Alerts

Promotional messages form a company with who YOU HAVE NEVER INTERACTED

Preferred Email Channel for Marketing Communications

Average = 66%Average = 66%

According to Exact Target 2008 Channel Preference Survey

Email MarketingTwo Types of Email Marketing

• Network Opt-In– Emails have been opt-in to a network website– Emails are captured through surveys, magazine

subscriptions, free email signups, etc.– Lists are rented and segmented by demographics

• Customer Opt-In – Your own subscriber lists– Emails have subscribed to you and you only

Network Opt-In

Network Opt-In

Benefits

• Quick Deployment• Large Quantities Available• Geo-Targeting Capable• Target Specific

Demographics• Track Results

Down Sides

• One-Time Use Lists• Network-Deployed• More Expensive than Your

Subscriber List• Lower Open Rates than

Your Subscriber List• Lower Click-Thru Rates

than Your Subscriber List

Network Opt-InStrategy

• Gain New Opt-In Subscribers• Attract New Leads• Announce News• Advertise Sales• Distribute Coupons

Network Opt-InLists & Targeting

• Geo-Target– State– County– Zip Code– Radius– Neighborhoods & Carrier

Routes

Network Opt-InLists & Targeting

• Consumer Targeting– Age, Income, Marital Status, Gender– Home Value, Housing Type, Personal Finance– Hobbies, Interests, Religion and more!

• Business Targeting– Industry Types, Business Names, SIC Codes– Employees, Square Footage, Expenses, Sales Volumes– Job Titles, Credit Ratings

Network Opt-InMessaging

• Relevant Content• Timely Content• Short and To The Point• Avoid SPAM Filters• Personalize to Individual and/or Target• Mixture of Text, HTML & Graphics• Provide a Call-To-Action

Network Opt-InDesign• Mixture of HTML to Text• No More Than 30% of Email

Should be Images/Graphics• Keep In Mind People that have

Images Turned Off• Basic HTML – No CSS• No Rich-Media, Animations, Videos

Network Opt-InDeployment

• Test and Check• Consider Day/Time with Offer• Choose Your Network Carefully

Network Opt-InTracking & Reporting• Measure Email Metrics

– Open Rates– Click-Thru Rates– Bounce Rates

Network Opt-InDo’s and Don’ts• Do Provide a Compelling Offer• Do Provide a Link-Thru• Do Use Universal Fonts• Do Use ALT Tags• Do Comply with CANSPAM Act• Don’t Use White Text• Don’t Use a Background Image• Don’t Over-Target

Network Opt-InExpectations

Consumer Email

Hi/Low RangesBounce Rate: 10% - 35%Open Rate: 0% - 8%Click-Thru Rate: 0% - 2%

Averages:Open Rate: 3% - 4%Click-Thru Rate: 0.25% - 1%

Business Email

Hi/Low RangesBounce Rate: 5% - 20%Open Rate: 0% - 20%Click-Thru Rate: 0% - 5%

Averages:Open Rate: 5% - 12%Click-Thru Rate: 0.25% - 2%

Network Opt-InNetworks• InfoUSA• Acxiom• Melissa Data

Custom Networks

• Tennessean & Media Outlets• CareerBuilder & Niche Websites• Member-Driven Organizations

Customer Opt-In

Customer Opt-InBenefits• Low Cost• Pre-Qualified Audience• Able to Segment• High Response Rates• Real-Time Trackable Results• Able to Personalize• Drives Traffic to your Website• Increases Brand Awareness• Can be Viral

Down Sides• You Must Commit• Can be Overlooked• Can Wrongly be Accused

of Being SPAM• Has “Waste”, but Minimal

Customer Opt-InMethods of Usage

• Increase Brand Awareness• Keep Brand In front of Audience• Announce News• Advertise Sales & New Products• Distribute Coupons• Become the Expert• Drive Traffic to your Website

Customer Opt-InSubscribers Must Be Opt-in

What Makes a Valid Opt-In Subscriber?

1. They Opt-In via Your Website.

2. They Completed an Offline Form and Indicated They Wanted to be Emailed.

3. They Gave You Their Business Card and Indicated They Wanted to be Emailed.

4. They Purchased a Product or Service From You in the Last 2 Years.

Customer Opt-InWhat Does Not Make a Valid Opt-In

Subscriber?

1. The Email Address was Obtained by a Third Party. (Bought, Rented, etc.)

2. You Have Access to the List as a Member of an Organization or Club. (Chamber, etc.)

3. The Addresses Were Scraped or “Copy and Pasted” From the Internet. (Just Like Spammers Do)

4. You Haven’t Emailed the Address in the Past 2 Years.

Customer Opt-InList Growth TacticsOverall ranking based on participants average rating and continuity

In StoreDisplays

Social Forward

In Store - PointOf Sale

Call Center -Inbound

SiteRegistration* 3.8 / 80%

3.4 / 86%

3.4 / 79%

3.2 / 84%

2.8 / 96%

Top 5 of 17 Tactics

Ove

rall

Tac

tic

Rat

ing

*non-incented, incented & purchase processExactTarget Customer Survey 2008

ExactTarget Customer Survey, 2008

Customer Opt-InAverage Number Of Tactics To Generate

Subscriber Lists

Customer Opt-InStrategy

• Educational– Corporate Communications– Countdowns– Newsletters– Product Alerts & Releases– Renewal Alerts

• Marketing– Deals & Discounts– Education & Training– Store Openings– Transactional– Up-Sell & Cross-Sell

• Nurturing– Newsletters– Feedback Campaigns– Invitations– Lead Nurturing & Drip Campaigns– Loyalty Clubs

Customer Opt-InMessaging

• Relevant Content• Timely Content• Short and to the Point• Avoid SPAM Filters• Personalize to Individual and/or Target• Mixture of Text, HTML & Graphics• Provide a Call-To-Action• Encourage Viral Sharing

Customer Opt-InDeployment

Test and Check– Client Render Test

Customer Opt-InDeployment

Test and Check– SPAM Test

Customer Opt-InDeployment

Consider Day/Time with Offer

Best Day To Send:

Monday

MailerMailer Email Marketing Metrics June 2009

Customer Opt-InTracking & Reporting

• Measure Email Metrics– Bounce Rates– Open Rates– Click-Thru Rates

• Measure Website with Analytics

• Compare Multiple Deployments– What Messages Work?– What Images Work?

Customer Opt-InDo’s and Don’ts

• Do Stay Consistent and To Your Message• Do Provide Relevant and Fresh Content• Do Provide a Link-Thru• Do Comply with Design Best Practices• Do Comply with CANSPAM Act• Don’t Over Send• Don’t Send Without a Clear Purpose

MailChimp Customer Survey, 2009

Customer Opt-InExpectations – Industry Averages

Open Rate Click-Thru Rate Unsubscribes

Accounting 27.36% 4.13% 0.35%

Architecture 32.05% 1.52% 0.25%

Arts/Music 16.22% 2.09% 0.26%

Construction 23.86% 4.44% 0.85%

Financial Services 20.87% 2.47% 0.33%

Insurance 24.43% 2.92% 0.37%

Non-Profit 27.66% 4.06% 0.24%

Retail 27.61% 5.76% 0.42%

Customer Opt-InGetting Started• Constant Contact• Vertical Response• iContact• 1100 Broadway

Tier 1 & 2 ESPs• ExactTarget

• Blue Sky Factory

• SilverPOP

Email Service Providers (ESP)

CANSPAM Act ComplianceControlling the Assault of Non-Solicited Pornography

and Marketing Act of 2003

• From Line: Must be from the company/organization whose content is displayed in the email.

• Subject Line: Should be clear, relevant and direct to the content and message in the email.

• Message Content: The message should be honest and not misleading. The message should clearly identify the company/organization.

CANSPAM Act ComplianceControlling the Assault of Non-Solicited Pornography

and Marketing Act of 2003

• Postal Address: A physical postal address of the company/organization should be included in the footer of the email. No P.O. Boxes!

• Opt-In: All email addresses should be collected through a valid opt-in process.

• Opt-Out: A working and valid opt-out procedure must be present. All opt-out requests should be fulfilled within 24 hours of submission. Opt-out requests may be made by postal mail and must be accepted.

CANSPAM Act Compliance

Source: Email 2009: Trends & Solutions in a Tough Economy

Why Subscribers Unsubscribe

-Too Frequent- Irrelevant

Content/Offers

Example IdeasEducationalYou’re an independent dry cleaner in a small town. Local residents depend on you to keep their garments fresh, their ties clean, and their leather jackets supple.

Last month, you attended a dry cleaning convention where you learned lots of new tips and tricks on wedding gown preservation, and you can’t wait to share the news with your customers. How do you plan to inform them? Your bi-monthly eNewsletter, of course.

Example IdeasNurturingA older couple whose kids are grown and the house is quiet contemplates on selling their home and downsizing. So they contact their local realtor to inquire about selling. They haven't completely decided but wanted to get some advice.

To stay top of mind the Realtor starts marketing to this couple through a nurturing email campaign. First, she sends an email on property taxes in their area. One week later, she sends information via email about drop in interest rates for new home loans. The realtor continues to send weekly informational emails until the client calls her back with their final decision to sell. A “For Sale” sign goes in their front yard the next day.

Example IdeasMarketingEl Bajio was looking for quick and effective marketing tools. They wanted to get the word out and start to build a loyal, repeat customer base. They needed an easy way to advertise evening and lunch specials and remind customers to stop into the restaurant.

El Bajio uses email marketing to distribute weekly specials coupons. They have received an average of 25% redemption rate on their coupons and their emails receive a 43.8% open rate. When El Bajio started email marketing they had a list of 480 emails. Now the list is 3,266. They grew their subscriber list by sending out interesting emails that people would want to forward to friends, having a sign-up form on their website, and promoting the email sign up at the restaurant.

Social Media

Social MediaDefinition: Websites and applications that encourage

user-interactions, conversations, content generation and group participation.

Social Networking Can:• Connect Families• Expand Businesses• Improve Civic Life• Build Communities

Social MediaWho is Social Media?

Social Media• 93% social media growth since 2006• 23% of Online time is spent on social sites• 96% of Baby Boomers Have Joined a Social

Network • Females Ages 55-65 is the Fastest Growing

Segment on Facebook• If Facebook Were a Country It Would Be The

World’s 4th Largest Between The United States and Indonesia

Social Media• 80% of Companies Are Using LinkedIn as a

Primary Recruitment Tool • 78% of Consumers Trust Peer Recommendations• Ashton Kutcher and Ellen Degeneres (combined)

Have More Twitter Followers Than The  Population of Ireland, Norway, or Panama

Social MediaWhat Can Social Media Do For My Business?• Branding• Create Awareness• Impact SEO• Create a Database• Build a Reputation• Drive Traffic• Monitor & Learn• Provide Customer Service• Open Doors

Social MediaWhat Can Social Media

Do For My Business?

Strategies:• Branding• Learning• Lead Generation• Customer Service

Social MediaWhat Can Social Media Do For

My Business?

Where To Start:• What are my Goals/Objectives?• Where is my Audience?• What Tool is Best for my Use?• How Much Time Can I Dedicate?

Social MediaWhat Can Social Media Do For

My Business?

What’s Next?• What am I going to Communicate?• What Content am I going to Push Out?

Social MediaWhat Can Social Media

Do For My Business?

Content:• Informative• Inquisitive• Business• Fun/Off-Topic

Develop Relationships and Offer Value

Post Schedule

1. Informative Content

2. Ask a Question

3. Off-Topic Quote, Joke, Link or Fact

4. Ask a Question

5. Informative Content

Social Media

FaceBook CampaignsCoca-Cola

Social Media

FaceBook CampaignsVerizon Wireless Careers

Social Media

FaceBook CampaignsSambuca Restaurant

- Upcoming Events

- Specials & Coupons

- Viral Photo Sharing

- Holiday Reminders

Social Media

FaceBook CampaignsNashville Shores

- Specials

- Upcoming Events

- Recruitment

- Viral Photo Sharing

Social Media

FaceBook CampaignsWilliamson County Fair

• 3 Weeks Prior – 2 Weeks During

• Reminders of Entertainment, Events, Contests, etc.

• Online-only Incentives• Sponsorship Support

Over 1600 Fans!

Engaged Audience!

Social MediaFaceBook Advertisements

– Pay-Per-Click or CPM– Geo-Target to City Level– Target by Demographics

• Age, Sex, Education, Relationship Status, Current Connections, etc.

– Target by Keywords– Link to “Fan Page” or

Website

Social MediaWhat Can You Do on FaceBook?

– Coupons– Polls– Event Promotions– Advertise Your Products (FaceBook Marketplace)– Share Presentations & Whitepapers– Promote Videos & Photos– Collect Customer Feedback & Registrations– Collect Testimonials– Provide Customer Service– Recruit New Staff!– More! (FaceBook Markup Language)

Social MediaYouTube Video

CampaignsFree Hugs Campaign

• Video about One Man’s Mission

• Promotes Audio Track by the Band: “Sick Puppies”

Video Viewed over 52 Million Times!

Over 95k Comments!

Josh Featured On Oprah

Social MediaYouTube Video

CampaignsBC Massage

• Educational Videos

• Use YouTube as Hosting Platform

Videos Viewed over 120k Times!

Social MediaYouTube Video

CampaignsJosh Sacco’s “Miracle On Ice”

• 5-Year Old Recites Famous Speech from Movie Miracle

• Video is Shared Virally Throughout Net

Video Viewed over 1.8 Million Times!

Josh Featured On Ellen

Social MediaYouTube Video

CampaignsSony Bravia Campaign• Video Commercials Released on

YouTube– “Balls”– “Paint”– “Play-Doh (Rabbit)”– “Dominos”– “Pyramid”

Viewed 6+ Million Times!

Social MediaTwitter

Best Buy’s TwelpForce

• Tech Support

• Tech Advice

• Product Recommendations

• Open to 100’s of Employees

18,000+ Followers

20,000+ Tweets

Social MediaIntegrated Campaigns

Sony VAIO “S.M.A.A.”• Microsite with Video, Ecommerce, User

Submissions and more• Creation of Personalities• Facebook and Twitter Accounts• YouTube Videos• Encourages Viral Sharing

•Video Viewed 88,000+•100+ Twitter Followers

Social MediaIntegrated CampaignsO’Charley’s Roll Model

• User Submits “Story”

• User Blasts Submission to Their Network Asking for a Vote

• Their Friends Come Vote and Submit Their Own “Story”

• Coupons Awarded for Submission

• Give-A-Way/Contest for Submissions

• In-Store POP Materials

• Multi-Media Campaign with Print, Online and Social Media

• Encourages Viral Word-of-Mouth Advertising

Social MediaIntegrated CampaignsO’Charley’s Roll Model Results

• 1,000+ submissions

• Heartfelt Stories (Engaged)

• 6,500 Website Visits

• 81% New Visitors

Social MediaIntegrated Campaigns

Mobileroo 2009

• Real-Time Bonnaroo Coverage

• Twitter Feed Using #tags

• Live Bloggers OnScene

• FlickR Photos Using Keywords

• Mobile-Ready Website

• 50,000+ Pageviews During Event

Social MediaSocial Media Tools You Need To Know1. Ping.FM – Update All Your Networks with One Tool

2. YackTrack.com – Search Social Networks by Keyword

3. BlogPulse.com – Measure Topics on Blogs

4. Twingly.com – Follow a Subject on Twitter

5. BackTweets.com – Search for a URL on Twitter

6. SwixHQ.com – Analytics Tools For Social Media. (BETA)

Social MediaMeasuring ROI of Social Media

What is your “R”?• To Reduce Customer Support Phone Calls• To Lower Employee Turnover• To Increase Revenue

Social MediaMeasuring ROI of Social Media

Step One: Identify your ROI on:

– Website

• Traffic

• Conversions

– Email Marketing

• Subscriber List

• Click-Thru Rates

• Conversions

Social MediaMeasuring ROI of

Social Media

Step Two:• Put It All Together

– Establish a Baseline

– Establish an Action Timeline

Social MediaMeasuring ROI of

Social Media

Step Three:• Put It All Together

– Overlay Website Traffic

– Overlay Email List Growth

– Overlay Sales Revenue

– Overlay Customer Service Dept. Expense

– Overlay Amount of New Customers Website Traffic

Connecting Email & Social Media

Connecting Email & SocialList Growth• Allow Users to “Share” your Email

Content with their Social Networks

– B2B is Seeing Larger Growth

– B2C is Seeing Better Quality

• Share and Promote your Email Content on Social Networks

• Learn From Your Users! Get Analytics About What Content is Popular and What Networks are Popular

Connecting Email & SocialList Growth

Carmex “Kiss” Campaign

• Upload a Photo & Animate a “Kiss”

• Send to Friends via Email, Text or Social

• Majority Sent via Email, but Social Spread It Virally

3,000 – 30,000 Subscribers in 1-Year!

Email System SetupFree Setup on Email Systemhttp://EmailBlasts.1100BroadwayNashville.com

• Free Customizable Templates

• Start Growing Your Opt-In List

• Send and Track Emails

Sending Cost:

$5/email + $0.02 Per Recipient

Social Media EvaluationFree Social Media Evaluation

• Top 15 Mentions

• Sentiment Ranking

• Top Keywords

• Top Users

• Your Social Media Strength & Reach

Thank You