Social Media Meets Email Marketing with Blinds.com
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How can your social media and email marketing strategies connect? Learn from this presentation was given at IABC Southern Region Conference 2013 by Blinds.com PR Manager Katie Laird.
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Social Media Meets Email Marketing with Blinds.com
- 1. Digital PB+J The tasty treat of Email Marketing and Social Media Katie Laird // katiel@blinds.com Tweet me: @happykatie // @BlindsDotCom
- 2. Experimentation without fear of failure
- 3. We go together like… Email Social
- 4. Email + Social = • Grow your email list (‘Sneak peek deals – subscribe today!’) • Extend your reach (‘Like this? Win big when you share!’) • Identify key influencers (Who shares the most + how? = new segment) • Take advantage of multi-platforms (Options are good for both of you!)
- 6. d My advice: Host content parties
- 7. My advice: Be an avid consumer (of emails)
- 8. My advice: Know enough to be dangerous!
- 9. My advice: ASK your employees + customers
- 10. My advice: Re-purpose content as much as possible
- 11. Blog > Email > Blog
- 13. Halloween edition Re-purpose your graphics
- 15. Share most popular cross channel content • • • • • • Most re-pinned on Pinterest You Tweeted it… YouTube rundown Highest ranked product Funniest FB comment Coolest Houzz Ideabook
- 16. Where can you ask for a Subscribe? http://www.socialmediaexaminer.com/9-ways-to-integrate-email-and-social-media-marketing/
- 17. Subject line inspiration? • What works on social? • Timely, witty, funny • Story works best for Blinds.com • Facebook posts!
- 18. Free stuff works A cross-channel list growth campaign
- 19. ‘Entice + Engage’ campaign $5000, baby!!!
- 20. What were aiming for? GOAL: 7,000 new subscribers >> stretch goal: 10,000 new subscribers
- 22. Onsite promotion
- 23. Subscribers to FB fans
- 25. Email time! • 2 emails sent to contest list • Memorial Day: • 7x the revenue • 3x the open rate • 4th of July: • 6x the revenue • 3x the open rate
- 26. How did it go? • 13,660 new subscribers (175% of goal!) >> 17,617 total entries • 7,000+ new Facebook fans • Profitable list before the contest was over • Continued engagement • Marketing Sherpa Gold Award
- 27. Be a mad scientist Experimentation without fear of failure
- 28. Test one thing every email send • • • • • • Day of week Time of day Button color CTA text Colors Images
- 29. Which email would you click?
- 30. How are you encouraging shares? • • • • • Built-in ‘Share on Social’ links Buttons with share CTA Text links within copy Image links What else?
- 31. Get geeky with video
- 33. Email metrics we care about (it all depends…) • • • • • • Subscribes (FB fan) Open rates (FB likes) Clicks (FB click throughs) Forwards (FB shares) Social actions Revenue ($$$$$)
- 34. How do you track those metrics? (that all depends too…) • • • • • • Email marketing tools Referral traffic source Landing page URLs URLs with tags Promo code usage Specific actions taken
- 35. Blinds.com Social Media metrics
- 36. Other metrics to watch
- 37. Final thoughts • • • • Social + Email = BFFs Re-purpose your content Test everything Have fun (no, really)
- 38. Thanks for being here! Katie Laird from Blinds.com! Let’s Tweet: @happykatie + @BlindsDotCom Email me: katiel@Blinds.com Slide love: www.slideshare.net/happykatie
Notas do Editor
- We needed some fresh emails for our house list and wanted a boost in Facebook fans. Contests are a fun way to do both and have a very PR worthy event to talk about on the phones and online.
- We use our pop ups VERY sparingly – really only for promos like this, so they have greatest impact.
- Yay for fangated content!
- What are your goals and how are you monitoring them? We use True social metrics
- What are your goals and how are you monitoring them? We use True social metrics
- What are your goals and how are you monitoring them? We use True social metrics
- Create easy landing pages, run contests + monitor who is doing what
- See the Potential: New customers are at every port!Find the Right Crew: Make sure key individuals on team are engaged and available.Understand Your Customers by Channel: Learn what treasures engage your customers across channels – TEST, TEST, TEST!Actively Engage: Must interact constantly, have a map in place before any plans enacted.