Email and social should be the cornerstones of a travel company's digital marketing strategy but all too often ‘share this’ is the extent of the integration. In this presentation Marc demonstrates all that is possible using some thought provoking sector specific examples to illustrate his points.

1. World Travel Market – Using email with
social & 5 top email marketing tips for
travel marketers

2. It’s all about the top lip
Please donate here: http://mobro.co/marcsgotatash

3. A little about Pure360
Cue obligatory splash of clients...

4. And it isn’t about me
@marcmunier
CM of @pure360
Talks a lot about:
• email
• digital marketing
Occasionally dresses up as smurf.

5. Social and email together
Driving social interactions through email
Driving email interactions through social
Somail

6. Social in email was AMAZING
Insert these simple logos ===
And you’ll increase traffic to these sites by 1000%*
*according to a 2009 Marketing Sherpa report.

7. Driving social interactions

8. People try and do too much

9. Not so great

10. Textbook example

11. Simple LinkedIn Example
The principle is the same

12. Takeaways
Email is FANTASTIC at driving social interactions
BUT
Just sticking a logo on your standard email will not work
As with any aspect of marketing – focus on
one thing at a time.

13. Social and email together
Driving social interactions through email
Driving email interactions through social
Somail

14. Driving email interactions via Twitter

15. Driving social interactions via Twitter

16. UKF Drum & Bass – affective sign up
• 51.5% open rate
from contacts who
signed up via
Facebook
• 38% click through

17. innocent drinks

18. Facebook
Email Signup is ok……
But the future is the register button:

19. Social and email together
Driving social interactions through email
Driving email interactions through social
Somail

20. The mashup
There are some general rules we can follow:
Twitter:
• Keep it short
Facebook:
• Make it sharable
LinkedIn
• Relevancy is king

21. What to do with all that data?
Personalised campaigns using what you know:
Instead of “share this”
Try “click to share with your 540 friends”
Campaigns based on:

22. Go one step further

23. Quick note on video in email
http://bit.ly/4SQINFO
Ok so the email is too long
& doesn’t have an external view
link
But:
Excellent use of video without
the drawbacks.

24. So what did we cover
• Focus on driving social interactions
• Use social to draw people into email
• Email and Social work really really well!

25. Bonus session! – 5 top tips
1. Capture
2. Manage Expectations
3. Welcome
4. Personalise
5. Design

26. #1 Capture
A captured email address is marketing spend “banked”
PPC
Telemarketing
Word of Mouth
SEO
Social
Content

27. #1 Capture

28. #1 Capture

29. #1 Capture

30. 1# - Last thought on capturing
Submit
Subscribe
Signup
or
Sign me up
Subscribe today
Subscribe now and Start Saving
Make them instructions
Kudos to Smart Insights

31. What are the ten things
1. Capture
2. Manage Expectations
3. Welcome
4. Personalise
5. Design

32. #2 Manage Expectations

33. #2 Manage Expectations
Comments from subscribers
 Link to the last newsletter
 Talk about frequency
“I am really glad the newsletter is back. I missed the informative wit,
erudite tips, and easy links to fascinating facts.”
“Thanks for your newsletter. I enjoy your commentaries and
insights tremendously. You have given me information on books
which I have purchased and enjoyed.”
www.mantex.co.uk

34. What are the ten things
1. Capture
2. Manage Expectations
3. Welcome
4. Personalise
5. Design

35. #3 Build the relationship - welcome
Source: Econsultancy best practice guide

36. #3 Welcome – reasons to do it
Don’t leave it – act now
• Shorten sales cycle
• Reduce discounts
• Increase conversions
• Increase engagement

37. #3 Welcome example
Case Study – Park Holidays
Welcome mailings

38. What are the ten things
1. Capture
2. Manage Expectations
3. Welcome
4. Personalise
5. Design

39. #4 Personalise
If you have the data it is easy peasy....

40. #4 Personalise
If you don’t have data you need to be a little more creative
Look at what you have:
Domain?
When they signed up?
Where they came from?
Where there are ?
Who are they assigned to?
Date of Birth
What products are they interested in?

41. #4 Personalise

42. What are the ten things
1. Capture
2. Manage Expectations
3. Welcome
4. Personalise
5. Design

43. #5 Design for the preview pane

44. #5 Design for the preview pane

45. Thanks for listening...
...I can’t wait to hear all your questions!
@marcmunier
marc.munier@pure360.com