Polkadot JAM Slides - Token2049 - By Dr. Gavin Wood
Leveraging Digital Channels For Email Success
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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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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