Get With The Program-Integrating Email within Your Overall Marketing Mix

Get With the Program!
Integrating Email within Your Overall Marketing Mix
Tactics and Techniques to Help You Optimize Marketing ROI by
Integrating Email with SEO and Social Media

Mike Corak
Director, Interactive Services
Mighty Interactive
A division of Off Madison Ave

Entire Presentation Copyright © 2003 - 2009 ExactTarget. All Rights Reserved.
No portion of this presentation may be recreated, reprinted, distributed, published or represented without the
written permission of ExactTarget.

Today’s Webinar
• The Customer Engagement Challenge
• Improve Your Email Program Performance Through Integration
− Research and List Building Through Search
− Increase List Size Through Rich Media
− Social Media for List Building
− Web Site Optimization for Conversion
• Use Email to Improve Your Overall Marketing Efforts
− Build Your Social Reach
− Email Testing
• Plan For Integrated Communication
• Resources to Help You Accelerate Marketing Performance

© ExactTarget, All Rights Reserved

Each day, the average consumer is
exposed to 1600 ad messages.


Marketing Evolution Addressable Voice
Mobile Email
Mobile Email
SMS
SMS + MMS
IM IM
IM IM
Email Email
Email Email
Direct Mail Direct Mail Direct Mail
Direct Mail Direct Mail
Telephone Telephone Telephone
Telephone Telephone

<1990 1990s 1999 2000s 2008
TV TV TV TV TV
Radio Radio Radio Radio Radio
Print Print Print Print Print
Display Display Display Display Display
Website Website Website Website
Search Search Search Search
Online Display Online Display Online Display Online Display
Paid Search Paid Search Paid Search
Landing Pages Landing Pages Landing Pages
Microsites Microsites Microsites
Online Video Online Video Online Video
Webinars Affiliate Marketing Affiliate Marketing
Affiliate Marketing Webinars Webinars
Blogs Blogs
RSS RSS
Podcasts Podcasts
Wikis Wikis
Social Networks Social Networks
Mobile Web Mobile Web
Behavioral
Social Media & Ads
Virtual Worlds
Widgets
Twitter


How are You Managing
the Customer
Conversation?

The Conversation Begins with Website Visit
The Customer Life Cycle

Website Evaluation Purchase Usage Re-Purchase Loyalty
Visit

“92% of business buyers go online to research products and
suppliers.”
Source: Forrester Research

“51% of consumers are researching on the Internet, then
completing their purchases offline.”


Selling Reality

“Selling now takes more time and resources
then ever before. The average sales cycle has
become 22% longer as buyers are taking SEARCH

longer to consider their decisions.” EMAIL

WEBSITE
Source: Sirius Decisions


How Can Email Help
Manage the
Conversation?

Email Aids the Decision-Making Process

Interest Evaluation Purchase Usage Re-Purchase Loyalty

“Once a person has been attracted to your web site,
email can move the prospect through the
consideration and evaluation stages . . . all the
way to purchase.”


Reduce Defection, Improve Profit.

Website Evaluation Purchase Usage Re-Purchase Loyalty
Visit

40% Defection 20% Defection 10% Defection
98% Defection 60% Defection

“A 5% reduction in customer defection can improve
profit by as much as 20%.”
Source: “The Loyalty Effect”


Email Drives Sales
Nearly two-thirds of
US Internet users
made a purchase
because of a marketing
message received
through email.
Source: ExactTarget
2008 Channel Preference Survey
May 23, 2008


What are You Doing
to Improve Email
Performance?

About Mighty Interactive
• Full service interactive agency
− Founded by Jason Baer in 2000
− Merged with Off Madison Ave in 2004
− EEC 2009 Email Creative Fight Night Champions
• Digital capabilities
− Attraction: Search, Online Advertising, Offline Integration
− Conversion: Web Site Development, UI, Testing, Measurement
− Interaction: Interactive Modules, Social Media, Blog Marketing
− Retention: Email, Voice Mail, SMS, Direct Mail
• Email client sampling
− Cold Stone Creamery, City of Palm Desert, Leslie’s Swimming Pool
Supplies, Nike, Fujitsu
• ExactTarget partner since 2001

All Roads Lead to Your Website
Word of Mouth
Search Engine Sponsored
Marketing Events

Webinars Direct Mail

The Corporate
Public
Trade
Relations
Website Shows

Online
Print
Advertising
Advertising

Business
Broadcast
Blogs
Advertising
Social
Networks

The Business Case for Integration
• Consumers are exposed to corporate messaging across
a wide variety of communication touch points.
• Yet, most marketing tactics are planned in silos.
• Opportunities exist to improve the effectiveness of all
communication through integrated planning.
• Understanding the relationship between marketing
tactics is the key to integrated communication planning.


Common Web Site Traffic Sources


Search + Conversion = Subscribers


18

Improve Content Relevancy with
Keyword Research
Recommendations:
• Use search data to
discover common
subscriber vernacular
−Examine search data, and site
visits by keyword
−Examine site search
• Incorporate popular
When searching for the keyword
phrase “vacations,” people are vernacular into content and
most interested in finding headlines
“vacation packages” and other
deals.

Use Site Analytics to Inform Decisions

If 37.22% of people visit your site between 7:00a.m. and
noon, test email sends during that time period.

Start the Acquisition Process in Your
Banner Ads
• Utilize Rich Media to
collect contact
information.
• Solicit opt-in follow-up
emails.
• +50% increase in
click-through and
conversion


Social Media Tips for List Building
• Inform social media
contacts about your email
program and solicit
subscription.
• Ideas:
−Contest promotion
−Event promotion
−Promote signup in
Facebook
• “Profile HTML” application


Improve Web Site Conversion, Build List
Original Subscription Page New Subscription Page

Improved treatment (placement, description) saw a
+35% increase in subscription and conversion rate.

Integrated Email Program Checklist
Search Social Media
 Be active in search to Notification
attract traffic Event promotion
 Study search trends to Contest promotion
improve content across all
communications
Online Advertising Web site
 Fish where the fish are! Optimize site for conversion
Place banners where best Prominence
prospects gather Benefit statement
 Ask for subscription in Use landing pages
banner


How Email Improves
Other Tactics

Enhance Relationships Via Social
• Direct subscribers to
social media outposts
to enhance
relationships:
−Outpost only contests
−Distribute content
−ExactTarget Social
Forward


Use Email to Build Your Social Reach
• Email communication to promote
Facebook page
− Goal – 1,000 fans
• March Madness campaign offering
new fans the opportunity to win a
Steve Nash autographed basketball
− Everyone received promotion code for
5% off next purchase
• 25,327 Total Recipients
13,000 NASM list
~12,000 Leads list
• Results
− Render rate of 22%
− Click-through to page rate of 5%


NASM Facebook Page
• Personal Trainers Forum by
NASM
• At campaign start, 80 fans built
mostly through word of mouth
• Post email campaign (4 weeks)
1,273 fans
• Daily interaction with personal
trainers and those interested in
becoming one
• Facebook specific coupon
code offered to fans led to over
$1500 in sales in week one


Facebook Reporting-Demographic Data
Facebook demographic
data available for pages
−Insight into list demos when
cross pollinating
−Understand what
demographics make up your
fan-base
−Interact and message based
on data


Again, Use Email to Build Social Reach

• 5.3% of subscribers
became “fans” on
Facebook
• 45% render rate
• 12.5% click rate
• 28% click / render rate


Email Testing Informs More than Email


Plan Communication Across Execution
• Create central key messages and cascade into each
tactical execution
• Maintain brand through message and creative
consistency
• Play to tactic strengths to produce results
−Search, Banners and Social – visitor attraction
−Web Site – visitor conversion
−Email – targeted messaging with an associated call to action
−Social – one to one conversation and interaction
• Plan communication across tactics


Create an “Editorial” Calendar
Tactical May June July
Execution
Search
Banners
PR
Landing Pages
Web Site
Social Networking
Email
Mobile


Example: ECLIPSE - Integrated Campaign
Tactics
−Search, banners,
social, PR
−Microsite
−Email
• Forward to a friend
−Social networking
Result
−50,407 visitors
−14,797 entries


Example: Integrated Campaign Results
Traffic by Tactic Registrations by Tactic

5.02%
4% 2.48%
Banners -
6% Banners - 743
14,705 10.22%
Search - 367
Search - 18,138
29%
12.31% Social - 10,353
25% Social - 12,266
Email - 1,822
Email - 2,136
Direct/PR Media -
1,512
69.97%
Direct/PR
36%
Media - 3,162


Resources to Help
You Improve Email
Marketing

1-to-1 Marketing
Field Guide Email Marketing Design &
Rendering:
• Contains 60 The New Essentials
practical scenarios
[Whitepaper ]
for how to use Email,
Text, Voice, and
Landing Pages.
• Includes the
following four guides:

Integrating Email, CRM, and
Web Analytics

[Whitepaper]


Don’t Miss our Next Webinar:
“Building Deep Subscriber Relationships
and Driving Brand Fan Conversations”
Learn the proven techniques and tactics from HyperDrive Interactive for
attracting, engaging and converting new email subscribers while building
your brand using Digital Word of Mouth, Social Media, SEO, and more.

Registration information:
Tuesday, May 19th at 2:00 Eastern
Register at www.exacttarget.com


Thanks!
Mike Corak
Director, Interactive Services
Mighty Interactive
A division of Off Madison Ave
Phone: 480-505-4553
Email: mikec@offmadisonave.com
@mikecorak
LinkedIn: www.linkedin.com/in/mikecorak

Read Our Blog and View Our Webinars:
www.offmadisonave.com


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