1. Email’s Role in a World Gone “Mocial”

2. Are Phone Calls Dead?

4. Change…not death

5. So let’s not freak out – OK?

6. But it is time to…Get Smart

7. Role of
What’s a
Email
Mocial?
Marketing
Email
Q&A Mocial
Prescription

8. What’s
a
Mocial?

9. Mobile
Social
Local
“mo + ci + al”

10. Location/Context
Function
Content
Reach
Channels

11. Everything is social

12. Mobile Apps are Exploding
25 billion downloaded by 2015
Juniper Research

13. The Unified Inbox is “here”…

14. Not a fad…but a way of life
600M 200M

15. OK, well email may be boring
Radacati Group

16. 2 Billion kind
of boring

17. 120,000
Sample Reach:
Email vs Facebook Followers
100,000
80,000
60,000
40,000
20,000
0
Email Database Facebook

18. The Old Content Paradigm
Marketing Marketing Consumer
Creates Distributes Responds

19. New Content Paradigm
Consumer Consumer Marketer
Creates Distributes Repackages
Marketer Consumer
Redistributes Responds

20. Social Media Function

21. Location – Anywhere & Everywhere
Coffee shop
Context

23. 40+ Tablets Expected to Ship in 2011

25. Role of
Email
Marketing

26. Social is the New Broadcast

27. Social vs Email
Conversation Conversion

28. Email Sophistication Progression
Behavior /
Broadcast Segmented
Triggered

29. Nurture
Highly
Transactional
Personalized
Email’s
Strengths
Triggered off
Dynamic
Behavior
Campaign
Tracks

30. Email Gets More Social
And Enhances Mocial

31. Email
Mocial
Prescription

32. Email/Mocial Prescription
Integrate
Humanize
Shift

33. Don’t add share links
to your emails
Just kidding 

34. Shareworthy?

35. “Doughboy” + Valentine = Shareworthy

37. Promote Likes/Follow

42. Enable Channel Options

43. Facebook Messages

44. Facebook Messages

46. Primary call to action is
missing in initial
Facebook Messages
window

47. Know Your Audience
Source: Unica Corporation/Pivotal Veracity

48. Design for “Everything”
 Pre-header text
 Clear CTAs & links
 Alt attributes (tags)
 HTML text over image-based
 Design for touch
 Font size
 Font color
 Scalable fonts/images

49. 25+% of Apps Used Only Once

50. Incorporate Email in Mocial Channels
Chipotle doesn’t, beyond confirmation emails – don’t miss the email boat!

51. Email/Mocial Prescription
Integrate
Humanize
Shift

52. Get Real
Get Human
Add Value

53. not dead, but…

54. …content that educates and
solves problems is
becoming more powerful..

55. Old Rule:
Sell the sizzle, not the steak.

56. New Rule:
Educate with grilling tips,
recipes and wine pairing.

57. Sell by Educating

58. How-to video

59. Let Customers Do the Selling

60. Leverage UGC

61. Incorporate Employees

62. • Real
person
• Service
tone
• 50%
conversion
rate
Calls for Aaron

63. Leverage the Power of Reviews
Emails drive consumer creation of reviews
• 6% of online Americans post ratings and
reviews of products at least monthly
• 25% of online adults read these ratings
and reviews at least monthly

64. Use
Personality
to Engage

65. Email/Mocial Prescription
Integrate
Humanize
Shift

66. Shift your email program
to behavior-based &
triggers / automation

67. Use Pre- to Post-Purchase Emails
Pre-Transaction Purchase Process Post-Purchase Relationship
• Browse • Order • Satisfaction • Bounceback
abandonment Confirmation Survey • Account reminder
• Cart • Order status • Review request • Loyalty programs
abandonment • Shipping notice • Review • Account status
• Shipment notification • Purchase
confirmation • Recommendation anniversary
• Trip preparation • Replenishment
• Repurchase
• Upgrades
Right time, right message!

68. Email Becomes a
Dynamic Content Platform

69. Leverage Other Technologies

70. Leverage Marketing Automation
Welcome 1st Purchase Repeat Loyalty Reengagement
Campaigns Campaigns Purchase Campaigns Campaigns
Campaigns
100 300 400 600 -200 -400
Subscribers / 1st Time Repeat Loyal Unengaged
Visitors Customers Customers Customers Customers

71. Summary
Integrate
Humanize
Shift

72. Resources
• Resource Center
– White papers
– Webinars
– Blogs
– Case studies
– Newsletters
– http://www.silverpop.com/marketing-resources/index.html
• Many presentations on SlideShare
– www.slideshare.net/Silverpop

73. Q & A / Contact Information
• Loren McDonald
– lmcdonald@silverpop.com
– Twitter: @LorenMcDonald
– Twitter: @Silverpop
www.slideshare.net/silverpop
www.silverpop.com