Using Email and Mobile Marketing for Maximum Impact

Using Email and Mobile
Marketing for Maximum Impact
Tom Casale

www.SimplifiedSolutions.biz

USING EMAIL + MOBILE MARKETING FOR MAX IMPACT

About Simplified Solutions
Online Marketing and Technology

Digital Marketing and Technology Agency Since 2002
Dedicated team of experienced marketers and technologists

Constant Contact All Star Award Winner– 2010
Certified Expert Program Partner, Business Partner Since 2002

Manage more than a dozen email efforts for clients that range
from Bridgeview Bank to American Pickers Mike Wolfe

Simplified Alerts founder– Text Messaging Product
www.SimplifiedAlerts.com

SimplifiedSMS founder– ‘All-in-One’ SMS Marketing Product
www.SimplifiedSMS.com

Tom Casale - Tom@SimplifiedSolutions.biz

Case Studies: www.WebMarketingCaseStudies.com



Set the Scene
An overview of today’s presentation

The Big Picture
A summary of how an integrated mobile program should work

Email Recap – Maximizing List Growth
Tips, tricks and tools for growing your list… mobile-style.

SMS Marketing – Text messaging with a purpose
Overview and typical program features

Mobile Websites – Websites in your hand
Why you should consider a mobile version of your site

Getting Social
Using Social channels to extend your reach

Email and Mobile – A potent 1-2 punch
How to activate campaigns to maximize results



What is Mobile Marketing?
The world is truly in our hands

QUICK FACTS
94% of text messages are opened in 9
Mobile marketing is a set of minutes or less with a 15% average
practices that enables response rate. Email = 72 hours.

organizations to
33% of people change their email
communicate and engage address annually; only 5% change
with their audience in an their cell phone number each year.
interactive and relevant
manner through any mobile Nearly 7% of U.S. web traffic
comes from mobile and other
device or network. non-computer devices

Tablet computers already
represent 1.8% of U.S. web
traffic (comScore 6/11)


5 Steps to Maximize Your Campaigns
Best practices

Target – The audience
Go after the targets you’re chasing

Activate – Make something happen
Give them a reason to do something

Engage – Interact
Provide value through direct engagement

Listen – What are they saying?
Use reports and tools to measure engagement

Maximize – Rewards and ROI
Learn what’s working and repeat.



INTEGRATED
ONLINE MARKETING EMAIL
• Loyalty-driven
The most successful programs • Used to activate others.
should include these channels to
maximize your opportunities for
increased awareness, leads and
business.

EMAIL SOCIAL SMS
•Extend the
MARKETING
SMS MARKETING reach of • Text
campaigns engagement
•Driven by Likes • Extends
MOBILE WEBSITES and shares email

SOCIAL CHANNELS

MOBILE WEBSITES
•Satisfy mobile efforts
•Address growing segments



Highest list value; perfect for growth

EMAIL MARKETING



Email Marketing
List Growth List Growth Tools
Your email list is your most Use growth tools that leverage mobile:
valuable marketing asset;
follow best practices to grow • Constant Contact’s ‘Text to Join’
and maintain your list(s)
> TEXT SIMPLIFIED TO 22828
• Organic and online sign-up forms
• Create a sign-up sign
• Manage and Maintain programs with: for generating sign-ups
• Frequency from external locations
like seminars and
• Relevant Content
tradeshows
• Targeted Messages
• Cross-channel sign-ups
• Create QR codes to sign-up
• Ecommerce check-outs new users into your lists
• Facebook sign-up (like CC’s)

• Always maintain the list to keep it fresh
More later about using
Email to activate mobile marketing



Thumbs-up promotions

SMS MARKETING



Information Text Messaging versus SMS Marketing
Informational Text Messaging

• A one-to-many group texting
(and email) to cellphones

• Sign-ups are exclusively through
webpages to lists / categories.

• Executed through email gateways
Success Story:
• Less costly than interactive SMS AYSO uses text
marketing messaging to alert
families about
• Perfect for budget-driven weather
organizations like cancellations and
schools, recreational sports leagues news updates.
and office buildings



SMS Marketing
Overview Success Stories
Driven by shortcodes;
highly interactive Marriott Hotels
contributed 1.2 million in
Example: Text ‘Join’ to 12345 bookings to SMS in one
to receive a 25% off coupon quarter, 1/3 were
redeemed the same day.
Cost-effective for senders and highly
dynamic; can send images, videos and voice
Dunkin Donuts used a
text campaign to increase
Users opt-in to lists just like Constant Contact
sales by 9% through short
messaging and coupons
Users opt-out at anytime by texting ‘STOP’ to
your keyword
You've seen mobile keyword and
Governed by guidelines from the Mobile short code technology on TV
Marketing Association and other organizations shows, radio
commercials, billboards, print
advertising, and websites.



SMS Marketing
SMS Features MMS Features
Mobile Coupons – electronically offer free gifts, % Images – Send images to lists; great for
discounts, incentives that are sending QR or bar codes
tracked by redemption codes

Video – Send short videos directly to your
Mobile Voting and Polls – Text a keyword to subscribers
your shortcode to vote for a favorite

Voice Broadcast – Send a voice message to
List Enrollment – Enroll members in your lists
via text with shortcodes or web via QR codes registrants. Covers the ‘triad’ of messaging;
text, email and voice.
Mobile eCards and Appointment Reminders – Pre-
schedule promotional reminders like Birthday
Club or product renewals MMS Example: Real Estate

Push to Email, Twitter and Facebook – Send your Text short code numbers to
messages through email and social channels receive info like video tours,
images, text, web links and



A new way to see things

MOBILE WEBSITES



Mobile Websites
You need to consider… How?
7% of total Internet traffic comes A mobile version of your website is critical
from mobile devices; mcommerce is growing for integrating into your mobile marketing
to $119 Billion by 2015 program

eBay expects customers to buy and sell $8 Can be custom-built; but should focus on the
billion of merchandise in 2012 core pages if not the entire site

PayPal expects to see $7 billion in mobile Services like Where.com allow you to claim
payment volume in 2012 and build a mobile website FOR FREE

Mobile searches have quadrupled in the last
year, for many items one in seven searches Track analytics on your mobile site to see
are now mobile. traffic and conversion rates

Local mobile ad spend will grow from US$404
million to $2.8 billion

In some cases a Mobile App
Might be right for your business



Extend your reach

SOCIAL CHANNELS



Using Social to Extend Your Reach
Using Social Channels Fact…
Promote your efforts across the big 5,
Facebook, Linked-in, YouTube, Twitter and
now, Google+

Tweet and Retweet

Initiate Facebook share
and ‘Like’ Campaigns

Announce status updates or
create affinity groups

Load related videos

Social Media Marketing
Create ‘Hangouts’ around your Industry Report 2010
promotions

10.9% of Facebook shares convert to a sale



A perfect match

EMAIL SMS



1-2 Punch

SMS / Text Messaging programs
are the next best way to get messages
immediately into the hands of your customers.

Nothing can deliver a quick message more
efficiently.

Combined with your Email Marketing
program it’s knockout a 1-2 punch.



Email is the Spark… SMS is the flame
Light up an integrated program Your first campaign…
It’s all about the VALUE; why join? Start with an email to your email list
to encourage SMS signups; announce it
as a new program with a link to the
An SMS program can deliver rewards
sign-up page or keyword opt-in
and incentives instantly in the hands of
customers
Announce the Terms of the program;
how often will you send texts?
Email and social are the core…
SMS can be an instant, exclusive reward
Then, activate an instant coupon for
redemption; send an email
However, mail has a lesser-decay rate…
confirmation too.
meaning folks tend to save email
messages as bookmarks and reminders
Begin your program with a bang of a
promotion or reward; send also
Capture cellphone numbers where you
through email, FB, and Twitter
capture emails AND through keywords,
QR codes and webpage sign-up links



5 Steps to Maximize Your Campaigns
A best practices review

Target – The audience
Go after the targets you’re chasing

Activate – Make something happen
Give them a reason to do something

Engage – Interact
Provide value through direct engagement

Listen – What are they saying?
Use reports and tools to measure engagement

Maximize – Rewards and ROI
Learn what’s working and repeat.



Tom Casale, Managing Partner
tom@simplifiedsolutions.biz
@simsolonline
http://www.linkedin.com/in/tomcasale

Case Studies

WebMarketingCaseStudies.com

Upcoming Events

www.SimplifiedSolutions.biz/CC 312-846-7669 x1001



Case Study

Mike Wolfe
108,000 Fans in Facebook
50,000 Twitter Followers

Sends stories from the road creating a
high level of engagement.

Added 2,000 names to their email list
through Facebook in 15 days

Social commerce inside Facebook is now
selling $200K worth of picks and
merchandise

Sold $11K within 5 days of one email campaign



Grow your Mobile List
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Using Email and Mobile Marketing for Maximum Impact

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