Learn how-to use social media platforms & functionality to create lasting relationships

1. Improving Email
Results from the
Outside In:
Leveraging all your digital channels
for email success
PRESENTED BY NETPLUS
May 9th 2012
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2. AGENDA
• Email at the epicenter
• Using social media platforms and
functionality to create lasting
relationships
• Digital data sources; leveraging
search and display to build and use
your list
• Developing content worth sharing
• Q&A
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3. CONTINUOUS MARKETING
MOVING FROM CAMPAIGNS TO INFORMED CONVERSATION.
• PERSONAL
CONNECTIONS TO HIGH
VALUE USERS
• TRUSTED AND
PERMISSION BASED
REMARKETING
CHANNELS
• CONTROL OVER THE
TIMING AND FORMAT
OF MESSAGING
• KEY INSIGHTS TO
LEVERAGE ACROSS
EFFORTS
• EXTENDED VALUE OF
CONTENT PRODUCED
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4. CONTINUOUS MARKETING
MOVING FROM CAMPAIGNS TO INFORMED CONVERSATION.
INTEGRATING
TRADITIONAL MARKETING
WITH EMAIL
• EXTEND MASS REACH
EFFORTS
• CREATE A PERSONAL
PERMISSION BASED
RELATIONSHIP
• ESTABLISH
REMARKETING
CHANNELS
• REPOST
OFFERS, INCENTIVES OR
COUPONS
•TAP INTO REFERRALS
AND FORWARDS
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5. CONTINUOUS MARKETING
MOVING FROM CAMPAIGNS TO INFORMED CONVERSATION.
INTEGRATING
SOCIAL MEDIA
WITH EMAIL
• UTILIZE NEW
MESSAGING CHANNELS
TO REDUCE LIST
FATIGUE
• ENCOURAGE
SHARING OF CONTENT
ACROSS CHANNELS
• RESPECT USER’S
COMMUNICATION
PREFERENCES
• TAP INTO INFLUENTIAL
AND ACTIVE
POPULATIONS
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6. CONTINUOUS MARKETING
MOVING FROM CAMPAIGNS TO INFORMED CONVERSATION.
INTEGRATING
SOCIAL MEDIA
WITH EMAIL
EMAIL SOCIAL
•ADD SOCIAL ICONS TO
EMAIL TEMPLATES
• INCLUDE SHARE
BUTTONS IN EMAILS
• HIGHLIGHT SOCIAL
PROMOS OR WINNERS
IN EMAIL
•ASK YOUR USERS TO
LIKE YOUR FACEBOOK
PAGE
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8. CONTINUOUS MARKETING
MOVING FROM CAMPAIGNS TO INFORMED CONVERSATION.
INTEGRATING
SOCIAL MEDIA
WITH EMAIL
SOCIAL EMAIL
• ASK FANS AND
FOLLOWERS TO
SUBSCRIBE TO EMAIL
• POST TOP EMAIL
CONTENT WITH LINKS
• CREATE A FACEBOOK
APP THAT CAPTURES
EMAILS
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12. PINTEREST
• Start leveraging popular pins in your email
campaigns.
– Tie specific Pinterest boards to your email
calendar (holidays, sales, events, trends).
– Test out a Pinterest only campaign to the socially
engaged segment of your email file.
– Pinterest isn’t just about still images. Leverage
popular videos from the site to make your email
more interactive.
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13. LINKEDIN
• Use the messaging capability built into
LinkedIn (cautiously) but post updates to
alert your connections and fellow group
members to “email only” opportunities for
valuable content like white papers with a link
to subscribe
• Use an email link in your signature so as you
participate in discussions you offer an
opportunity for other group members to find
you and subscribe
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14. FACEBOOK
• Use email subject line testing to optimize
Facebook ad headlines (and ↔)
• Test image effectiveness in email and
incorporate into status updates or Facebook
ads (and ↔)
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15. FACEBOOK
• Get added mileage from the most popular
status update content in email
• Tease upcoming emails via status updates
• Incorporate enthusiastic and relevant
Facebook fan comments in your emails
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16. FOURSQUARE
• Encourage/incent attendees via email to
check in at your events
• Tie Foursquare ad campaigns directly to all
your objectives, including email
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17. TWITTER
• If your email or site delivers good content
use hashtags to help alert those who might
be interested
• Put a tweet this button in the email to share
the content
• Occasionally tweet our requests for followers
to join your email list. Sweeten the deal by
offering previews, special content or
incentives.
• Test subject lines as your tweets using links
you can track to see which tweet gets the
most traffic
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18. CONTINUOUS MARKETING
MOVING FROM CAMPAIGNS TO INFORMED CONVERSATION.
INTEGRATING
MOBILE MARKETING
WITH EMAIL
• CHANGES IN HOW
PEOPLE ARE VIEWING
EMAILS
• GATHER EMAIL
ADDRESSES VIA SMS
EMAIL SIGN-UPS, QR
CODES, AND TEXT TO
JOIN PROGRAMS.
• OPTIMIZING BOTH
EMAIL AND WEBSITE
TO HANDLE TRAFFIC.
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19. MOBILE
March 2012 smartphones
were in use by 50.4% of
consumers in the USA,
with Android accounting
for 48.5%of all smartphone
handsets and iOS at 32%*
* http://blog.nielsen.com/nielsenwire/?p=31688
http://techcrunch.com/2012/05/07/nielsen-
smartphones-used-by-50-4-of-u-s-consumers-
android-48-5-of-them/
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20. MOBILE
• Optimize the formatting for smart phones
and tablets
• Optimize the experience for the way people
use their mobile devices and the kind of
content that is relevant to them when mobile
• Optimize the Landing pages
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21. MOBILE DESIGN GUIDELINES
• Subject and sender name matter
• Simple beats pretty
• Be brief
• Early birds catch worms
• Create a sense of urgency
• Optimize the site behind the email.
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22. MOBILE
• One column
• Enlarged Fonts
• Bigger Links
• Image by default on all
mobile are off except for
the iPhones and iPads
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23. CONTINUOUS MARKETING
MOVING FROM CAMPAIGNS TO INFORMED CONVERSATION.
INTEGRATING
DISPLAY ADVERTISING
WITH EMAIL
• RETARGET EMAIL
OPENS
• USE RICH ADS WITH
EMAIL CAPTURE
• TEST DYNAMIC ADS
WITH EMAIL INPUTS
• COORDINATE WITH
SHOPPING CART
ABANDONMENT EMAILS
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24. CONTINUOUS MARKETING
MOVING FROM CAMPAIGNS TO INFORMED CONVERSATION.
INTEGRATING
SEARCH MARKETING
WITH EMAIL
• USE THE NEW
GOOGLE AD FORMAT
FOR EMAIL CAPTURE
• TRY SITE LINKS TO
BOOST EMAIL ACTIVITY
• ENSURE AN EMAIL
CTA IS ROTATED IN
PPC AD COPY
• SET UP A SPECIFIC AD
GROUP IN PPC
• FIND NETWORK
PARTNERS FOR COST
EFFICIENT EMAIL CPA
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25. GOOGLE ADWORDS
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26. SITE LINKS
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27. CONTINUOUS MARKETING
MOVING FROM CAMPAIGNS TO INFORMED CONVERSATION.
INTEGRATING
CONTENT MARKETING
WITH EMAIL
• USE YOUR SITE INTEL
TO DEFINE AND TEST
YOUR MOST EFFECTIVE
CONTENT
• BRING THE CONTENT
TO THEIR INBOX
•RECOGNIZE, REWARD
AND INSPIRE VIA A
LOYALTY PROGRAM
•ANALYZE YOUR
NEWSLETTER CLICKS
WITH GA
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28. EMAIL INTEGRATION
CHECKLIST
 Is your email sign opt-in available from every page
of your site and your social channels?
 Are you using multiple social sharing options in
email?
 Do you use content from social to encourage
email subscribers to become fans or followers?
 On your social channels do you encourage users
to sign up for your newsletter?
 Do you have in-Store signups?
 Are you collecting enough data from your users to
segment your list?
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29. EMAIL INTEGRATION
CHECKLIST
 Have you Surveyed your email list to gain
valuable information about your users?
 Are you tracking what users are clicking and their
flow on your site?
 Do you have a good Email Template which
includes social links and house keeping links?
 Are your Emails and web site optimized for a good
mobile experience?
 Is your content worth sharing?
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30. CONTINUOUS MARKETING
MOVING FROM CAMPAIGNS TO INFORMED CONVERSATION.
• IMPROVED INSIGHTS
• BETTER
SEGMENTATION AND
LIST MANAGEMENT
• INCREASED
ENGAGEMENT
• HIGHER CONVERSION
RATES / ROI
•IMPROVED RETENTION
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31. Thank You.
Robin Neifield
CEO, Netplus
rn@thinknetplus.com
t610-897-2382
Jim DelPizzo
Director of Technology, Netplus
jdelpizzo@thinknetplus.com
t610-897-2380 x 133
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