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Silverpop takes a look at how to adapt your email marketing programme to thr
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Integrating Social Media into Email Marketing
@rlevans, @Silverpop, #iStrategy
Today’s Plan
• PART 1: A look at the role of email marketing in today’s mobile, social and local world.
• PART 2: Crowd-source an integrated email, mobile and social campaign.
5 Goals1. Some new ideas of how companies are integrating
email, social and mobile marketing2. A clear example of how you can build an integrated
programme or advance your current programmes.3. Thoughts on how to measure success in this new
marketing mix.4. A list of common obstacles you may face as you
move forward and how to overcome them.5. €25 in your pocket.
When is social media going to kill
email marketing?
The World Has ChangedMarketing
^
800M 200M
Not a fad…but a way of life
Smartphone Sales Pass PC Sales
Q4 2010
40+ Tablets Expected to Ship in 2011
Mobile Apps are Exploding
25 billion downloaded by 2015
Juniper Research
ROI
Buzz
What about the
2,000,000,000 people…
2 Billion Email Users!
Radacati Group
Social vs Email
Conversation Conversion
Email drives the ROI in Mocial
Welcome
Cart / BrowseAbandonment
Order Confirmation / Shipping
Customer Satisfaction
Product Review Requests
Bounceback
Purchase Anniversary /
Happy Birthday
Automation & Triggers
Nurture & Convert
Email marketers must adopt, adapt and improve.
Mobile
Social
Local
“mo + ci + al”
Integration
Context/Design
Humanisation
Automation / Triggers
Email Marketing in a Mocial World
So what is the current / future
state of “mocial” marketing?
500 Silverpop clients
April 2011
Use of social, mobile,
local and email
channels
How integrated are your marketing programmes across email, social and mobile?
7%
13%
17%62%
N/A Yes Not at all Somewhat
75%Yes /
Somewhat
Foursquare/Gowalla
YouTube
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
4%
29%
39%
44%
45%
For which social media channels does your company have a presence?
10%
22%
30%
37%
Do you have an email opt-in form on your Facebook page?
Yes No plans to add N/A Plans to add
48%: Have/Plan
to add
Transition: Share>Find>Follow>Like
2009 20100
10
20
30
40
50
60
70
80
90
60%
78%
43%
54%
Top 500
Remaining Retailers
78% Including Social Links in Emails
Internet Retailer 500 Study
Do You Offer Email Opt-in with SMS
6%
13%
37%
44%
Yes Plan to offer N/A No plans to offer
81% say
No orNo Plans
Get out your phones
Text to 12345
ABCD ADD [your email
address]
EventsPoint
OfPurchase
Billboards
SMS Text to Email Opt-in
Integration
Context/Design
Humanisation
Automation / Triggers
Impact on Email Marketing
Going Mobile / Design OVERLOAD
Where is My Email Being Read?
Context Means…Scannable
Singular calls to action
Larger fonts
Single columns
Bullet-proof / large CTA buttons
Design for touch
Old mouse New mouse
The New Design Challenge
Source: StyleCampaign.com, Litmus
Do Your Emails Have the Touch?
Integration
Context/Design
Humanisation
Automation / Triggers
Impact on Email Marketing
Old Rule:Sell the sizzle, not the steak.
New Rule:Educate with grilling tips, recipes
and wine pairing.
Let Customers Do the Selling30% lift in key metrics!
Get Real.Get Human.Add Value.
Integration
Context/Design
Humanisation
Automation / Triggers
Impact on Email Marketing
Social is the New Broadcast
Try Doing this with Social Media
Nurture
Transactional
Dynamic
Campaign Tracks
Triggered off Behaviour
Highly Personalised
Email’s Strengths
Low Volume, High ROI
40.2%TriggeredCampaigns
4.1%TriggeredCampaigns
Email Generated RevenueVolume of Emails sent
Email Marketing is Healthier than ever.
And social, local and mobile make it more powerful than ever.
What are you doing to
advance your email programme
in a world gone mocial?
Questions before we move on?
PART 2: Workshop Session
Less of me. More of you.
About Silverpop
• 1,600+ customers
• Across 38 countries
• >2B email messages sent per month across our customer base
• Resource Centreat silverpop.com– White papers– Webinars– Blogs– Case studies– Newsletters
• Presentations on SlideShare– www.slideshare.net/Silverpop
New Study: Top 100 UK Retailers Tracking Study
