Harnessing Social Media and Mobile Marketing for Email Campaigns

Welcome to Alterian Webinar Attendees

Harnessing Social Media And Mobile
Marketing for Email Campaigns
Featuring:
David Daniels, CEO,
The Relevancy Group

Copyright © 2011 The Relevancy Group, LLC. All Rights Reserved.

Harnessing Social Media
And Mobile Marketing
For Email Campaigns

David Daniels, CEO The Relevancy Group
Follow David on Twitter @emaildaniels

Copyright © 2011 The Relevancy Group, LLC. All Rights Reserved.

Agenda
 How is consumer messaging behavior changing
and what are the implications?
 What impact will convergent messaging and The
Social Inbox have on marketers?
 Which four tactics are necessary to connect
Social Media and Mobile Marketing to email
strategies?
 How will marketing measurement change?
 How does content play a roll in driving social
influence?

Copyright © 2011 The Relevancy Group, LLC All Rights Reserved

We’ve Become A Multi-Tasking Society


Multi-Tasking Is Not New Behavior
Hair
dryer

Not an
iPad An Actual
Conversation

Baby

Manicure


Super Bowl XLV: Chevy Cruze, Real-time
Facebook Updates

“The all new Chevy Cruze with real-time Facebook
updates, when the good news just can’t wait”


Super Bowl XLV: Chevy Cruze, Real-time
Facebook Updates

“The all new Chevy Cruze with real-time Facebook updates, when
attention dedicated to driving doesn't seem so important”


Fine Tuning Preferences Will Further Drive
Consumer Expectations & Alter Communication
Patterns


Email Remains A Key Part of Our Daily
Dialog and Drives Message Convergence
 Email is our digital fingerprint,
required to participate in
online activities
 93% of consumers user email
every day (Source- The Relevancy Group, “The
Social Inbox”, 1/11)

 Today message convergence
is driven by devices and not
organizational sophistication


Email Usage Remains A Persistent Daily
Activity For US Consumers
Frequency of Checking Primary Personal Email
Account
1%
6%
Hourly or more
13% frequently
Multiple times per day

27% Daily

Multiple times per week
53%
Monthly, Multiple times
per month

Question Asked: How often do you check your primary personal email
account? (select one)
Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States
Online Consumers Ages 13+

Mobile Email Usage Soars Particularly
Among Younger Consumers
Mobile Email Adoption By Age
100%
Percentage of Consumers

80%
66%
60%
54% 52%
50% Yes
40% 41% 37%
No
26%
20%
14% 11%
0%
Age 13- 19- 27- 33- 39- 46- 54- 61- 71+
Groups 18 26 32 38 45 53 60 70

Question Asked: Do you currently access one or more of your personal email
accounts on a mobile device, such as a cell phone or smart phone? (select one)
Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online
Consumers Ages 13+

We’ve Become A
Short Burst Society
 50% skip commercials
 550 million of us place short status
updates on our Facebook profile;
50% do so every day
 350 million Facebook Messages
users
 175 million use Twitter; 95 million
tweets each day
 72% of U.S. consumers have SMS
plans, 203 million consumers


Few Consumers See The Convergent Inbox
As A Desirable Feature To Switch Accounts
Reasons For Switching Email Accounts
Fewer viruses and scams 45%
Less Spam 43%
Improved security and data privacy 41%
Faster speed and performance 39%
Better email composition tool 22%
Universal inbox for all msg types (e.g. SMS, IM, Email) 18% Enhanced Inbox
Features Switch
Improved mobile access to email account 17% Fewer Consumers
An improved address book 15%
Improved features (e.g. msgs sorted by relevance) 13%
Integration to apps (e.g. word processor, spreadsheet) 11%
None of these 26%
0% 10% 20% 30% 40% 50%
Percentage of Consumers Using Email
Question Asked: Why would you switch your primary personal email
account to another webmail provider? (select all) 3% selected “Other” Note: msg
and msgs = message(s), apps=applications
Consumers Ages 13+

Desire for Facebook Email Address Swells
to Nearly 50% of Online Consumers
Consumer Desire To Switch To Facebook Email
None, I wouldn't use Facebook's
58%
email inbox
I'd create a new Facebook email Marketers Take Note!
20%
account, wouldn't switch account Nearly 50% of US
Consumers will Switch
I'd switch my secondary personal or Create an
12%
email account to Facebook @Facebook Email
I'd switch my primary personal email Account, Creating Far
9% Reaching Engagement
account to Facebook and Economic
I'd switch my tertiary or other Implications for
5% Marketers and ESPs.
personal email account to Facebook
0% 30% 60%
Percentage of Consumers Using Email
Question Asked: Which of the following personal email addresses would
you switch to Facebook's email offering? (select all) Note: ESPs=Email Service
Providers, Multiple selections allowed
Consumers Ages 13+

Email Switching Behavior Requires
Marketers To Acquire Addresses In A
Connected Cross Channel Manner
Email Opt-in Behavior By Age And Channel
80%

Opted into to email updates
from a site visited
60% 59% 58%
Provided email address to a
50% 46% 46% merchant at offline store
40% 44% 41% 39% check-out
37%
35% 34% Opted into email updates but
28% did so using my mobile phone
20% 21% 17%
19%
11% 11% Added an email marketer's
5% 5%
1% address to my address book
0% 3%

Signed up to get online
Age banking statements/alerts
Groups

Question Asked: Which of the following have you done in the last six
months? (select all) Source: The Relevancy Group Consumer Survey, n=1001 11/10,
United States Online Consumers Ages 13+


Typical Silo‟d Enterprises Will Fail


Connected Marketing Drives Greater
Effectiveness and Efficiency
Change Management Services Expertise
Email
Marketing

Search Social
Marketing that is Marketing Marketing
Marketing is driven
integrated across by a coordinated
channels in a customer centric
manner that organization where
leverages Mobile Data & Content success is
Management
Marketing Content measured by the
addressable & Production

customer, value of the
subscriber or customer
prospect data experience
Integration Analytics
& Process Reporting
Management Attribution
Relevant
Subscriber
Segments &
Testing


Connected Marketing Framework
1. Become a master of organizational
change
2. Institutionalize testing and reveal in
interactivity
3. Reconstruct and create new measures of
success
4. Let relevance guide every customer
interaction

Copyright © 2011 The Relevancy Group, LLC All Rights Reserved – CMF4.ccom

Apply The Framework To Optimize
Social, Mobile and Email Connections
1. Make someone a champion and align goals

2. Consolidate measurement, listen & analyze
impact & influence

3. Integrate across a connected platform

4. Be a story teller, make the content compelling &
sharing easy & universal


Email Marketers Face Many Challenges
Top 2010 Email Marketer Challenges

Subscriber/list churn 32%
Managing email frequency 31%
Email deliverability 30%
Analyzing campaign results 30%
Knowing how to optimize our… 29%
Declining response rates 25%
Adequate staffing resources 24%
Automating successful campaigns 23%
Lack of integrated customer data 22%
Adequate experienced staff 20%
0% 10% 20% 30% 40%

Question: What are your greatest challenges when conducting email
marketing? (select all)
Source: The Relevancy Group n=674 4/10 (US 486, UK 188, Retail 181, Media 197, Travel 296) Selected
responses


Find A Champion And Align Goals


Goal = Get More Email Subscribers

1. Appoint the Czar of list growth, merit them on this
key performance indicator if …

2. The call center is on board to ask for and confirm
email addresses. Individual incentives work.

3. The retail stores are on board to present the email
address question to their queue. A nickel an email?

4. Leverage mobile. Short codes to opt into email
programs … txt 45678 w/ email@.com to subscribe


Email Marketers Your ROI Currency Is
The Worth of Your Subscribers

Determine the value of
your email subscribers
• Simple calculation, at
least worth your
expense to acquire
them
• Complex calculation,
on average at least
$118.00
Source: “Email Marketing An Hour A Day” -
http://emailmarketinganhouraday.com/sample.htm
„ValueofEmailAdress.xls‟
Copyright © 2011 The Relevancy Group, LLC and Daniels/Mullen All Rights Reserved

Nascent Email-Social Tactics Require Services
To Further Advance Adoption
Currently Plan w/in 12 months No plans to deploy
50% 46% 44%
42% 42%
40% 38%
31% 29% 29%
30% 28% 27%27%

20% 18%

10%
0%
Leverage socially Develop apps for Using a "Listening Combine Twitter
active email subs social networks Platform" and email metrics
for acquisition

Question: Which social marketing initiatives have you currently deployed,
plan to deploy or do not plan to deploy? (select one for each)
Source: The Relevancy Group n=674 4/10 (US 486, UK 188, Retail 181, Media 197,
Travel 296) Selected responses

Online Social Networking and Media
Is Not A New Concept
First CompuServe Ad, September 24, 1979


Listen To The Conversations

Facebook
Twitter

Who is Your Click, Your Influencer, Your Advocate?

Goal = Get More Influenced Earned Media
and Subscribers
1. Connect the Czar of influence to everything that the
brand does, merit them on this accordingly if …

2. Email subscriber engagement increases.

3. Positive buzz and the brand halo grows.

4. If advocates become an acquisition tool, to further
reduce operational acquisition costs.

5. If the influence, engagement, etc. is additive.


Understand Subscriber Engagement and Make
That The Baseline To Measure Additive
Influence and Advocacy

Gather average Key Performance Indicators

Output into a
weighted
Indexed Score

Barometer of
Engagement

Source: “Email Marketing An Hour A Day” - http://emailmarketinganhouraday.com
Page 42

Copyright © 2011 The Relevancy Group, LLC and Daniels/Mullen All Rights Reserved

Marketers Integrating Data Have Seen
Clear Benefits of Connected Marketing
Benefits realized of integrating data into a centralized marketing database
50% 45%
40%
40%
33%
29% 29%
30%
23%
20%
10%
0%
Improved Reduced Reduced IT Improved Improved our Increased
productivity marketing costs customer subscriber revenue per
and efficiency labor costs profitability segmentation subscriber
capabilities

Question asked: Indicate the benefits that you have experienced since
consolidating data into a centralized database for use in marketing
efforts. (select all) Source: The Relevancy Group n=674 4/10 (US 486, UK 188,
Retail 181, Media 197, Travel 296) Selected responses

Goal = Drive Optimization Via Connected
Knowledge of the Customer Experience
1. Create a Czar of Experience and have them demand
that art of the brand, “or picture” can not be
measured by a mere frame or brush stroke, instead
require an a pallet that can …

2. Execute against outbound marketing channels

3. Listen to the inbound and align those common
measures

4. Have provisions to manage content as it is still king


Connected Marketing Supports the
Natural Lifecycle of Customer Management

Acquisition Email
Search

Advocacy WEB Retention

Social Mobile
Engagement


Marketers Must Adopt Relevant Tactics
to Advance Sharing, Decrease Deletions
Email Marketing Inbox Behavior By Age
100%

Deleted email marketing offer
79% not relevant to me
80% 76% 75% 76%
68%
71% 72%
64% 69% Deleted marketing email
60% because I get too much email
from them
40% Unsubscribed from email that
opted into
22%
20%
14% 15% Marked marketing message
10% 8%
7% 6% 4% 3% that I opted-into as spam
0%
Shared email marketing
Age content on Facebook or
Groups Twitter

Question Asked: Which of the following have you done in the last six
months? (select all) Source: The Relevancy Group Consumer Survey, n=1001
11/10, United States Online Consumers Ages 13+


The Story Might Be Coffee, But Our
Preferences Are Different


Goal = Be Relevant & Get Your Message Seen In As
Many Places & In As Many Formats As Possible
1. Create a Czar of content, who can tell a story well,
transform long stories in to shorter stories, the
expert of getting to the point, who can oversee
rendering across platforms, who can visualize the
segmenters definition of relevance and ensure …

2. That it renders on small screens and the call to
action is operational – Think HTML5 vs. Flash

3. The content is available across video, social
networks and can measure not which audience or
channel, but which creative pulled better.


~ Change ~


Additional Resources
The Alterian eBook Series on Creating
Engaging Email (complimentary)

Discover the series at
http://email.alterian.com/resources/creating-
engaging-email/

The Social Inbox

Get $200 off the list price of $695 with code
ALTERIAN
http://www.relevancygroup.com/thesocialinbox.
htm


Questions?

Contact Details
The Relevancy Group
info@relevancygroup.com
877.972.6886
Follow David Daniels on Twitter @emaildaniels
The Relevancy Group on Twitter @relevancygroup

*CMF4.com research is available here for free with site registration

Harnessing Social Media and Mobile Marketing for Email Campaigns

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