It's not about social media vs. emai marketing, it's about using both together to deliver maximum ROI. Leveraging social data will keep your email marketing efforts relevant and targeted. This helps ensure you get the right message to the right person at the right time.
These slides were presented by Jenn Markey during the "Maximizing Email Marketing" session at the Internet Summit in Raleigh, NC Nov 2010. Ms. Markey leads business development efforts for Protus. Protus provides communications apps for small businesses including Campaigner email marketing. Follow @jmarkey on twitter.
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Social Media gets you in the door, but Email Marketing is the Closer
1. Social gets you in the
door, but….
Email is your Closer
Internet Summit, Nov. 2010
Jenn Markey
Director Business Development, Protus
jmarkey@protus.com
twitter.com/jmarkey
3. NO
Video didn’t kill the radio star
YouTube didn’t knock off TV
Twitter didn’t shutdown
blogging
BUT…
In each case, new
technologies forced
incumbents to evolve
Same is true for email
marketing!
4. Research Comparison Preference Trial Conviction Purchase
Post
Purchase
Social gets you in the door, Email drives conversions
Social affects discovery, preference and post purchase experience
Email pushes conversions through, reduces post purchase
dissonance, & is an important source of ongoing lead nurturing
5. “For every dollar spent doing
email marketing in 2010,
you can expect an return on
your investment of $42”
- Direct Marketing Association
6. Email Marketing
Has become increasingly regulated
Doesn’t have that hip factor
Email is now in 3rd place in terms of ‘share
of time’ online, down 28% y-o-y, while
social networking the leader is up 43% y-o-y
– Nielsen
BUT… email marketing is stronger than ever
42% of US consumers cited that they prefer
to receive ads for sales & specials via email
compared to 3% who preferred social
networking sites - eConsultancy
9. Leverage social patterns for email engagement
Where did the customer come from?
Use that information to drive your email lead nurturing
program
CustomerTwitter
Facebook
MySpace
LinkedIn
Stumble
Upon
Digg
YouTube
14. Personalize your email message
Source: MarketingSherpa
Think like a customer
WIIFM – speak to customer’s
needs and interests
Reviews & Testimonials
Encourage Feedback
Ask about what they want to hear
Images
Use personalization
15. Engage Customers at Every Stage
Plan your email program based on
Origin: Facebook, Twitter, Website, Search Marketing
Customer Life Cycle: history, engagement, loyalty
Dates: seasons, holidays, birthdays, anniversaries
Automation is key to success
Monthly
newsletter
Loyalty
offer
Birthday
coupon
Monthly
newsletter
Monthly
newsletter
Local
offerings
News
alert
Welcome
email with
discount
Website visit Evaluation Purchase Usage Re-purchase Loyalty
16. About Protus
Online communications tools for small business
Founded in 1997
Over 500,000 paying subscribers & growing
Affordably-priced, easy to use
24/7 customer support
Award Winning
jmarkey@protus.com
twitter.com/jmarkey
Notas del editor
Social media use actually positively correlates to email use
Some of this not surprising:
More web savvy will tend to consume more of all online mediums
Esp’s are increasingly adding social sharing tools to their emails
and companies & individuals are adding links to their online presence on twitter, fb, linkedin, etc
Let’s start with social
The first reason, is just the incredible ROI that email marketing has to offer. According to the DMA, across all industries, not just retail, when you spend $1 doing email marketing, you an expect a return on your investment of $42. That’s the best ROI for any marketing method. Period. Direct Mail hovers in the teens, and all other channels deliver less. So it’s a smart investment of time and money.
Leverage social to…
Increase size & quality of you email list
Make your email message more relevant
Increase your email engagement
Extend reach of your email programs
Build brand & customer loyalty
As mentioned the right message, sent to the right person, still does not mean anything unless it’s sent at the right time.
Your email timeline should be created based on when prospects need to hear from you. Decide what factors come into play, the seasons/holidays, past purchase dates, anniversaries, or email responses for example.
Time your message with changes in prospect data and sales cycle stages. Also include occasional informational emails to encourage loyalty and build your relationship.
While this may appear difficult, you can automate many of these communications so that they run efficiently in the background with little disruption to your daily or weekly workload.
So lets look at some possible key dates that you should be looking at, and some examples of how Campaigner customers use them.