ladies that tweet - social media and email marketing
DESCRIPTION
Short presentation on using social media and emialTRANSCRIPT
Getting social with email marketing
Key topics
The world of email marketingDidn’t social media kill email?Better togetherTips to integrationFinal thoughts
The world of email marketing
‘A form of direct marketing, which uses email as a means of communicating commercial messages to an audience. With the purpose of enhancing the relationship of an organisation with its contacts, email encourages customer loyalty and repeat business.’
Best at • Retention• Lead nurturing • Proving ROI
Drag picture to placeholder or click icon to add
Didn’t social media kill email?
No, it’s alive and kicking
Text
Social networks
Direct mail
0% 20% 40% 60% 80% 100%72%
1%
0%
26%
77%
5%
6%
9%
20122008
Drag picture to placeholder or click icon to add
Commercial message preferences 2008 – 12
Source Exact Target
58% of us check email first thing in the morning
Email 58%
News 5% Other 3%Company website 3%
Search 20%
Facebook 11%
Source Exact Target 2012
Better together
Multichannel gets results
Drag picture to placeholder or click icon to add
• 83% of marketers say social media increases the reach of newsletters into new markets
• 47% said social media accelerates growth of email database
• 31% thought social media generated more qualified leads
• 53% said social media improved email campaigns ROI
Marketing Sherpa study 2012
• SME’s combining email and social media experience a 28% higher open rate than companies who don’t
Vertical Response 2012
68% of marketers aim for integration in 2012
Source MarketingProfs Dec 2011
Seach
Display
Mobile
Social Media
0% 10% 20% 30% 40% 50% 60% 70% 80%
17%
14%
44%
68%
Drag picture to placeholder or click icon to add
Tips for integrationData collection
Content & sharingAnalysis
Collaborative data collection
Drag picture to placeholder or click icon to add
Use content to join up campaigns
Email content should lead to and come from social media sites
• Tweets• Blogs• Webpages
Add connect and share icons to your email design
Great practice example
Inform future strategies from reportsRelationships and relevance• Best time to send• Most read articles• Highest response
competitions
Drag picture to placeholder or click icon to add
• Email subject lines in social media posts or adverts
• Best performing images in Facebook adverts
• Keep an eye on the bigger picture!
Finally
• Know your audience• Collect email addresses• Create a plan and schedule• Make content relevant• Analyse the results and
improve• Experiment with more
advanced techniques • Be social!
Summary
Drag picture to placeholder or click icon to add
twitter.com/annapenrosetwitter.com/MailAwayfacebook.com/MailAwayMail-Away.co.ukJoin a workshop!