Connecting the Dots: Integrating Emerging Channels into your Email Program Having trouble finding the right way to integrate social, mobile, and video into your email marketing effectively? Hear from eROI's Alex Williams on how to integrate these emerging channels into your Email Program in a way that supports your company goals and provides measurable success. * Alex Williams, Strategist, eROI

1. Online Marketing Summit Long Beach, CA | June 21st, 2010 CONNECT THE DOTSIntegrating Emerging Channels into your Email Marketing Program Alex WilliamsDigital StrategyeROI 1

3. Planning for Success Pragmatically

4. Benchmarking & Reporting

6. 4 What’s the value of an email address? $180 source: Email Marketing: An Hour a Day Authors - Jeanniey Mullen, David Daniels, David GilmourPublisher - John Wiley and Sons, 2008

7. 5 The Inbox is Cluttered; Attention is Scarce

8. 6 It’s that way everywhere…not just in email

9. 7 Lots of devices, few standards.

10. 8 Lots of consumption, few conversions.

11. 9 What Does Email Success Look Like? Delivered Rate Open Rate Click Through Conversions Forwarding Sharing Adding Preferences Unsubscribe Rate Other channels presence must support - not distract - from these email marketing goals.

12. 10 Start integrating where you already have some traction. Those answers are in your web analytics.

13. 11 Google AnalyticsReferring Sites 11

14. 12 Google AnalyticsMobile Devices

15. 13 More Tools Are on the WayFlowtown – Find out what Social Sites your Subscribers are On

16. 14 Benchmarking for SuccessA Few Ideas…

17. 15 Integrating Social into Email

18. 16 Integrating Social into Email Start by allowing and promoting replies SES Event Promotion Replying to this email to ask a question would be much more effective than having a “conversation” about it on a social site. Reply-6583@ doesn’t invite that interaction. 16

19. 17 Integrating Social into Email Contextualize Social Sharing Links in Email OK! Magazine Newsletter “Read More”, first desired option. “Share this Story” on Twitter/Facebook is also a win as a second option to drive page views. Sharing URL’s provided by Facebook and Twitter for single click to converting the share.

20. 18 Integrating Social into Email Make Sharing a Call-To-Action Hotels.com Promotional Email “Share this deal on Facebook” is presented as the first option. Doesn’t compete with “GO >” call-to-action in the bottom right.

21. 19 Integrating Social into Email Contextualize Social Sharing Links in Email FEI Welcome Email Competing with your own call-to-actions can be tricky. Use dedicated messages early in the lifecycle instead of creating competition with high performing messages like the welcome email. Icons will be clicked on!

22. 20 Integrating Mobile into Email

25. 23 Integrating Mobile into Email “Just the Facts Ma’am.” Teleflora Mobile Version vs. Teleflora HTML with Images

26. 24 Integrating Mobile into Email Can they Convert on the Mobile Web? If your emails are driving a lot of traffic from mobile devices, you are probably ready for a mobile-friendly website.

27. 25 Integrating Video into Email

28. 26 Integrating Video into Email Run some tests in Gmail Add full YouTube URL into email for Gmail users. Video will display in Inbox below footer Monitor views from Video at YouTube.com Tests may show demand for more…

29. 27 Integrating Video into Email Use “Play” Buttons on Images Users will click through on an image with a familiar “play” button to watch the video on the web. Host /embed the video on your site or blog for maximum impact instead of video hosting services

30. 28 Integrating Video into Email Research your Topic & Competition on YouTube 228 views in almost 2 years, not an “overnight success”

31. 29 ?

32. Alex Williams alex.williams@eroi.com 503-484-5901 Twitter.com/alexcwilliams LinkedIn.com/in/emailmarketingstrategy 30 Thank You #OMSLGB!

33. 31 Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit