The document discusses integrating email marketing with social media. It notes that while Twitter has 50 million users, email still has over 1.4 billion worldwide users. Social media usage can increase email usage and engagement. Techniques discussed include adding social sharing buttons to emails and landing pages, targeting the right networks like Facebook, creating shareworthy content, and testing different approaches. The key is to understand what motivates people to share content and use automation to send triggered emails at relevant times in the user lifecycle.
42. Why Education is Key Despite growth, “sharing” is still early Different levels of social adoption Sharing features/networks can differ in approaches
65. Test – What’s Working/Not Working Copy/Content/Offers Link Style, Location Broad versus Narrow Focus Messages Viral-Only Messages High-Value Sharers…
66. Identify Key Influencers Identify recipientswho shared yourmessage Create lists of key influencers Target them with future offers andincentives
67. How to Measure Success Process Email share click-through rate Network opens/rate Network clicks/rate Performance by network Who is sharing – influencer rates Output New subscribers Additional reach Conversions/revenue
68. Results 800 recipients shared the email offer 8% list growth 33% people who viewed a shared item clicked through to the offer 3x CTR of their standard emails
88. Targeted Communications Based on Age Under 26 targeted mailings Age centric subject line Sent to recipients under 26 years Open rates around double average open rates Mailing for the over 50’s Targeted discount offer Open Rates 75% above average open rate
90. What is the first email your subscribers receive? Do you throw them in mid-stream, or “welcome” them into the relationship?
91. Research by marketing publisher MarketingSherpa shows email subscriber interest begins to disintegrate as soon as two weeks after the opt-in, as measured by the open rate. Within two months, the open rate typically falls 20% to 25%. The Honeymoon is Over!
108. Can we talk? More than ever, we want to connect with brands via real people Think Twitter We want a personal note, not a direct marketing promotion
109. A Dash of Personality Tone From a real person Humor Employee, customer stories/comments UGC “Relatable”
143. Key Takeaways Make your emails shareworthy Capture and use the right data Start your subscribers off right Incorporate personality Use automation – triggered and lifecycle Test everything and don’t be afraid to fail
144. Resources Whitepaper, Email Marketing Goes Social Emails Gone Viral, Social Sharing Benchmark Study
The Direct Marketing Association estimates that commercial e-mail will generate $45.65 for every dollar spent in 2008. Contrast that with $22.52 for non-email Internet marketing (search engine optimization and ads) and $7.09 for catalog.
National Express did 3 important things with this email..Firstly - it was a compelling offerSecondly – there wasn’t huge amounts of confusion around the message being sharedFinally – they made it easy and explained what the links were for those unfamililar with the concept
B2B Marketing emailB2B email marketing and social
Best of all, users can create a list of the recipients who shared the email to Social Network. These Influencers are especially valuable to marketers, and in a few clicks they can be identified in a list. That list can be used to easily target this valuable group with special offers or special communications that will harness their value.
Facebook result of sharing to social. Share-to-social and Share to your Network (STYN)