DJ Waldow of Waldow Social's October 5, 2012 talk at the MarketingProfs B2B Forum 2012: Email & Social - An Unstoppable Force to Boost Your Marketing Programs
21. Email Marketing
The Caped Crusader
The Dark Knight
The superhero of all
superheroes
More than capable of
saving the city
The old workhorse
Gets the job done, no
questions asked
Flickr: shaunwong
23. Social Media
Boy Wonder
Conceived in order to
attract a younger reader
base
Started out as a sidekick
to Batman
Can save the city on his
own, but always seems to
do better when Batman is
Flickr: shaunwong
by his side
41. Because if you don’t [email all members to let them know what has
happened, and what steps are being taken to address and correct the
situation], you are sending a very bad message to your members. You are
telling us that you only send us emails when it’s important,
like when you want us to upgrade to a premium account, or
update our profile, or connect our email address book to
our account. But when it comes to our security, well that’s not important
enough to warrant a ‘personal’ email.
-Mack Collier
46. 1. Social connecting: asking email subscribers to
connect (follow) you on social networking sites
2. Social sharing: asking email subscribers to
share email content on social networking sites
(also known as Share With Your Network -
SWYN)
3. Social promoting: using social media sites to
promote email
60. Increase followers/likes/
subscribers/circles.
More connections = more (potential) eyeballs =
more (potential) conversions*
*Conversions: email subscribes, webinar registrations, sales, and so on
82. Results after 45 days:
• Identified more than 1,000 brand advocates, each
who shared the program with an average of 12 friends.
• More than 10,000 social shares across Facebook,
Twitter, and email.
• 600 new transactions and $250,000 in new sales
92. ISPs are starting to measure email
“engagement” – using it to
determine inbox placement.
Hotmail has publicly stated and outlined that they have four
metrics they are paying attention to:
1. Messages read, then deleted
2. Messages deleted without being read
3. Messages replied to
4. Frequency of receiving and reading a message from a source
93.
94.
95.
96.
97.
98. Some Impressive Stats...
• Posts about email newsletter on social networks generates at
least 30-40 new subscribers within an hour of posts.
• 80% of list growth is happening through Knuttel’s social
media outlets.
• Open rates: 60-70%
• Click to open rates: 40%
• €10,000 in sales has been generated directly from each mailing.
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