Online Marketing Summit New York, NY | July 9th, 2010
CONNECT THE DOTS Integra(ng Emerging Channels into your Email Marke(ng Program
Dylan T. Boyd VP Sales & Strategy eROI
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AGENDA: Challenges of the Current Landscape"
Planning for Success Pragmatically"
Benchmarking & Reporting"
Techniques & Execution"
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Most digital relationships started with a website, with email marketing bringing them back.
New devices and technologies have altered this forever.
This mix still works though…very well.
Protect it.
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Whatʼs the value of an email address?
$180 source:
Email Marketing: An Hour a Day Authors - Jeanniey Mullen, David Daniels, David Gilmour���Publisher - John Wiley and Sons, 2008
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The Inbox is Cluttered; Attention is Scarce#
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Itʼs that way everywhere…not just in email#
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Lots of devices, few standards.#
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Lots of consumption, few conversions.#
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• Delivered Rate ""• Open Rate "• Click Through ""• Conversions"
• Forwarding "• Sharing "• Adding Preferences"• Unsubscribe Rate"
What Does Email Success Look Like?#
Other channels presence must support -‐ not distract -‐ from these email marke(ng goals.
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Start integrating where you already have some traction.
Those answers are in your web analytics.
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Google Analytics Referring Sites"
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Google Analytics Mobile Devices"
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More Tools Are on the Way Flowtown – Find out what Social Sites your Subscribers are On"
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Benchmarking for Success A Few Ideas…!
Mobile#Click Through"Conversions"Page Views"Time on Site"Sharing"
Social#Click Through"Conversions"Sharing"Mentions"Fans/Followers/Etc…"New Subscribers"
Video#Plays"Conversions"Votes/Polling"Sharing"Comments"
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Integrating Social into Email
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Integrating Social into Email
SES Event Promo,on
Replying to this email to ask a ques;on would be much more effec;ve than having a “conversa;on” about it on a social site.
Reply-‐6583@ doesn’t invite that interac;on.
Start by allowing and promoting replies#
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Integrating Social into EmailContextualize Social Sharing Links in Email
OK! Magazine Newsletter
“Read More”, first desired option."
“Share this Story” on Twitter/Facebook is"also a win as a second option to drive page views."
Sharing URLʼs provided by Facebook and Twitter for single click to converting the share."
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Integrating Social into EmailMake Sharing a Call-To-Action#
Hotels.com Promotional Email#
“Share this deal on Facebook” is presented as the first option."
Doesnʼt compete with “GO >” call-to-action in the bottom right."
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Integrating Social into Email
FEI Welcome Email
Compe;ng with your own call-‐to-‐ac;ons can be tricky.
Use dedicated messages early in the lifecycle instead of crea;ng compe;;on with high performing messages like the welcome email.
Icons will be clicked on!
Donʼt compete with your call to action!
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Integrating Social into Email
Levi’s Welcome Email
The first order is the most important thing here.
Placement in the Footer allows all desired Call-‐to-‐Ac;ons to be seen in order of importance.
Social Icons aren’t overly descrip;ve but support the crea;ve direc;on.
Take your best shot at conversion first
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Integrating Mobile into Email
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Integrating Mobile into Email Content Heavy Newsletters Must Be Formatted
2 OPTIONS:#
• Add link to web-based Mobile Version#
• Format HTML email for all devices#
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Are your mobile readers more engaged than you think?
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Are your mobile readers more engaged than you think?
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What We Had to Change"No longer a simple site – but a rich mobile experience#
Add your Web Analy(cs to your hosted mobile version to analyze the impact of the traffic and learn how to change.
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Integrating Mobile into EmailStart by Testing “View Mobile Version”
Add your Web Analy(cs to your hosted mobile version to analyze the impact of the traffic.
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Integrating Mobile into Email“Just the Facts Maʼam.”
Teleflora Mobile Version vs. Teleflora HTML with Images
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Integrating Mobile into EmailCan they Convert on the Mobile Web?
If your emails are driving a lot of traffic from mobile devices, you are probably ready for a mobile-friendly website.!
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Integrating Video into Email
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Run some tests in Gmail"Integrating Video into Email
Add full YouTube URL into email for Gmail users.
Video will display in Inbox below footer
Monitor views from Video at YouTube.com
Tests may show demand for more…
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Use “Play” Buttons on Images"Integrating Video into Email"
Users will click through on an image with a familiar “play” bu]on to watch the video on the web.
Host /embed the video on your site or blog for maximum impact instead of video hos;ng services
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Research your Topic & Competition on YouTube"Integrating Video into Email"
228 views in almost 2 years, not an “overnight success”
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Dylan T. Boyd#eROI#[email protected]"Ph: 503-290-3101"Twitter.com/dtboyd"Twitter.com/eROI"
LinkedIn.com/in/dtboyd"
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Thank You #OMSBOS!#
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Thank You Visit
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