Email Marketing and Social Media ROI White paper

1 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI. www.StreamSend.com

Em@il Marketing integration and automation tactics that lift conversions and boost ROI.How to successfully incorporate social, video,

remarketing and marketing automation into

your Email Marketing strategy.

www.StreamSend.com Email Marketing + Social Delivery


Savvy marketers are still putting the majority of their digital budget into Email Marketing.

Email Marketing continues to drive the best ROI in 2013. - DMA Email Marketing Council

Email is bringing in $40.56 for every dollar spent on it this year. - Direct Marketing Association


Email Marketing is the primary driver of ROI. But that’s far from the end of the story. It’s just the beginning…

Email Marketing budgets grew 19% in 2012, and over

half of email marketers expect that to climb again in 2013.

But top marketers aren’t just spending more, they’re spending

smarter by making Email Marketing engage with social platforms

and by driving campaigns that segment and automatically

respond to customers.


Email Marketing integration and automation isn’t theory. It works!The game has changed, and so have the rules. With new

channels and communication options continually unfolding, it’s

essential that marketers stay on their toes to adapt, survive and

thrive. This guide shows how.

Table of Contents

Adding social media to your Email Marketing mix Page 5

Segmenting and closing the sale through marketing automation Page 8

Boosting email engagement with Video Page 11

Extending your email campaign’s lifecycle with remarketing Page 13


It’s simple math. . . Email Marketing + Social Media = Powerful Results.

“ Marketers using email in combination with social segmentation drive six times more revenue.”

- The Relevancy Group

Social media has transformed the way consumers make purchase decisions, gain more information about products and services, and find deals and purchase incentives. With over one billion social media users, adding social media to your email strategy can produce large campaign response lifts.

Below are proven tactics that should be incorporated:

• Content

• Give Reasons to Share from Email to Social

• Your Email

• Landing Pages

• Lead Generation

• SEO - Leverage for Your Engagement and Landing Pages


Content:First, figure out the goal and style of your campaign’s content.

Tailor language, images and offers that pull visitors to a lead

capture or purchase form. Keep in mind, the messaging must

work for all your social media pages, landing pages

and emails.

Give Reasons to Share from Email to Social:A person needs a reason to pass along and recommend your

content. Give it to them with engaging imagery, coupons,

discounts or referral programs. Make sure share and

pin buttons are everywhere.

Your Email:When designing your email template consider how it will be

repurposed as a Facebook Tab and/or embedded into a blog post.

Always take advantage of the ability to “create the message once

and deliver it everywhere” with the click of a button. This saves

you time and money.

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Landing Pages:This is where you ask your prospects and customers to

take action. Make sure your landing pages have the same

message, look and feel as your Email Marketing piece, and

that they include a prominent call to action. Shorter lead

capture forms work better than longer ones. You can’t have

too many landing pages, so use email templates that double

as landing pages to get your message out. Schedule them

to automatically repost to social.

Lead Generation:Convert social engagement into email subscribers by

embedding an email opt-in form in your social media pages,

blogs and pin boards. A compelling call to action is crucial

to encourage someone to fill out the form.

SEO - Leverage for Your Engagement and Landing Pages:Search engines will continue to find your landing pages, social

pages, and share boards for months to come – and Google +1 will

show your pages to friends – bringing users back to your doorstep

and providing your offer with another chance to be seen, acted on

or shared.

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Marketing automation – the path to more sales.

“ Triggered messages yielded 75.1% higher open rates and 114.8% higher click rates, compared to non-triggered email.”

- North America Email Trends and Benchmarks

Why is email remarketing so effective? Because it’s accurate. Each triggered communication is determined by an action or data from the person receiving the message. That interaction can turn an existing customer into a bigger spender, or turn a prospect into a customer. Show a person that you understand their interests, and they’ll be more receptive.

There are several types of email remarketing campaigns, including lifecycle emails, lead nurturing, sales emails, dynamic content and emails triggered by landing pages and forms.

Below are ways to maximize email remarketing:

• Strategy • Call to Action

• Planning • Email Frequency

• Messaging • Tracking

• The Look • Upkeep


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Strategy: Begin by defining your goals and the type of email remarketing campaign you want to implement. Cart abandonment reminders? Purchase association emails? Benefit driven landing pages and triggers? Welcome emails introducing your services? Product trial upgrade emails? Requests for reviews?

Planning: Once your goals are clear, pick the triggers for your emails. You’ll need to capture this information for timely, personal emails later. To deal with cart abandonment, try emailing a few hours after, then a day later if needed. Second emails often lift conversions considerably. Also, during a product trial, try sending feature and benefit driven emails throughout the trial cycle.

Messaging: Customize plans for the various segments of your database: existing customers, existing prospects, past or inactive customers, new leads, people who bought X, people who abandoned a shopping cart, etc. Again, people will “unsubscribe” if you don’t address their needs. So be consistent and mindful. Remember, emails are an extension of your brand.

The Look: Appearance matters. So your email should visually match its landing page. Your call to action should be in the HTML - not as an image - and appear above the fold.


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Call to Action: There should only be one call-to-action. This benefits your customers and will make it easier for you to measure what people respond to. When appropriate, create a sense of urgency in your emails. People are more likely to respond when given a deadline.

Email Frequency: Allow prospects and customers to choose how often they want to hear from you. It’s courtesy that is appreciated and keeps your unsubscribe rate low.

Tracking: Wherever possible, track what your customers and prospects do online. Armed with information on browsing or purchasing habits, you can make persuasive offers.

Upkeep: Be sure to revisit each automated campaign periodically to keep them fresh and relevant. Even if your email campaign has come to an end, search engines will continue to find your landing and social pages for months, bringing you fresh leads and initiating new automated campaigns.


Video Email Marketing is on the rise!

“ Video Email Marketing offers a return 280% higher than traditional direct mail.”

- Gartner Research

Today’s competitive digital world makes it difficult to get the consumer’s attention. Incorporating video into Email Marketing is one of the most potent ways to increase email engagement.

Below are some tips for getting started:

• Length of Video

• Content

• Format

• Your Email

• Lead Generation

• Subject Line

• Landing Page

• Track Everything


Length of the Video: Shorter is better. Keep your video under 60 seconds.

Content:Make sure your video resonates with your audience and is relevant to your product or service.

Format: Use a format that supports both web and mobile video. Smartphones and tablets are too common to ignore. So make sure your video plays in both HTML5 and Flash.

Your Email: Design your email so that video is the primary focus and is positioned above the fold. Your video should be up to 400 pixels wide. Your email should concisely state “what’s in it for them” and why they should watch the segment.

Lead Generation: Consider adding a URL to the video to create immediate engagement and take viewers to your landing page. Or add a form right on to the video which viewers can use to subscribe directly to your mailing list.

Subject Line: Your subject line copy should include the word “video” and tie into the segment’s subject matter.

Landing Page: Design a landing page to create continuity. In other words, keep the audience with you. Don’t send them to YouTube!

Track Everything: Be sure to track open rates, play rates, shares, etc. and compare them to your traditional email campaigns.


Your campaign doesn’t end with your landing page.Search, display and automated emails can extend the lifecycle of your email campaign, increase conversions and boost ROI.

“ On average, 8% of customers return to a site to buy if the company does no remarketing. With a remarketing program in place, however, that average jumps to 26%. ”

- Shop.Org

An online remarketing campaign allows you to retarget people who have clicked on your email, visited your landing page and then serve them highly targeted offers after they’ve left your site.

Adding online remarketing to your email mix can boost your campaign’s conversion rate significantly. Below are a few things to keep in mind:

• Campaign Deliverables

• Content

• Creative

• Offer

• Landing Pages


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Campaign Deliverables: When integrating search into your email campaign, your marketing deliverables should include an email template, the email campaign landing page, display ads in multiple sizes, search text ads and dedicated landing pages for your remarketing ads.

Content: Your email campaign’s job is to get people to click through to your landing page. Your landing page’s job is to get people to take action. Your remarketing ads need to get people to go back to the site. So while the campaign must be unified, each deliverable should have distinct messaging based on its objective.

Creative: Create multiple ads for each benefit or feature so that each time the ad is served something new is learned about your product or service. You might also want to consider creating various ad versions for segmented audiences so that the right message is served to the right audience.

Offer: If someone has been to your site and converted, they should probably get a different offer than those who haven’t converted. Should those who did not convert on the first visit get a better offer than the ones who did?

Landing Pages: Create a dedicated landing page for the remarketing campaign to ensure continuity. Remember, your first landing page did not convert them.

StreamSend offers powerful, cutting edge - but easy-to-use - features at a fraction of the price of others. In fact, StreamSend provides everything you need to create a comprehensive, integrated campaign seamlessly.

Tons of email templates

Easy-to-build landing pages

Customizable sign-up forms

List segmentation

Triggers & auto-responders

Video emails

Facebook wall tabs and brand board

Share to Facebook, Twitter, Google+,

Pinterest and more

Social and email pre-scheduling

Tracking email, social and video from

one location

Email Marketing + Social Delivery

The bottom line:Email Marketing integration and automation will yield better results. Period.

Email Marketing drives the highest ROI. Integration with social and video makes it even more effective.

Find out how easy it is to developpowerful integrated campaigns with StreamSend.

Call 877-589-3741, or visit Streamsend.com/EmailIntegrationAutomation

http://www.streamsend.com/emailintegrationautomation