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 develop
powerful integrated campaigns
with StreamSend.
Call 877-589-3741, or visit
Streamsend.com/EmailIntegrationAutomation

Email Marketing and Social Media ROI White paper

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Email Marketing and Social Media ROI White paper