Getting social with email marketing

Key topics

The world of email marketingDidn’t social media kill email?Better togetherTips to integrationFinal thoughts

The world of email marketing

‘A form of direct marketing, which uses email as a means of communicating commercial messages to an audience. With the purpose of enhancing the relationship of an organisation with its contacts, email encourages customer loyalty and repeat business.’

Best at • Retention• Lead nurturing • Proving ROI

Drag picture to placeholder or click icon to add

Didn’t social media kill email?

No, it’s alive and kicking

Email

Text

Social networks

Direct mail

0% 20% 40% 60% 80% 100%72%

1%

0%

26%

77%

5%

6%

9%

20122008

Drag picture to placeholder or click icon to add

Commercial message preferences 2008 – 12

Source Exact Target

58% of us check email first thing in the morning

Email 58%

News 5% Other 3%Company website 3%

Search 20%

Facebook 11%

Source Exact Target 2012

Better together

Multichannel gets results

Drag picture to placeholder or click icon to add

• 83% of marketers say social media increases the reach of newsletters into new markets

• 47% said social media accelerates growth of email database

• 31% thought social media generated more qualified leads

• 53% said social media improved email campaigns ROI

Marketing Sherpa study 2012

• SME’s combining email and social media experience a 28% higher open rate than companies who don’t

Vertical Response 2012

68% of marketers aim for integration in 2012

Source MarketingProfs Dec 2011

Seach

Display

Mobile

Social Media

0% 10% 20% 30% 40% 50% 60% 70% 80%

17%

14%

44%

68%

Drag picture to placeholder or click icon to add

Tips for integrationData collection

Content & sharingAnalysis

Collaborative data collection

Drag picture to placeholder or click icon to add

Use content to join up campaigns

Email content should lead to and come from social media sites

• Tweets• Blogs• Webpages

Add connect and share icons to your email design

Great practice example

Inform future strategies from reportsRelationships and relevance• Best time to send• Most read articles• Highest response

competitions

Drag picture to placeholder or click icon to add

• Email subject lines in social media posts or adverts

• Best performing images in Facebook adverts

• Keep an eye on the bigger picture!

Finally

• Know your audience• Collect email addresses• Create a plan and schedule• Make content relevant• Analyse the results and

improve• Experiment with more

advanced techniques • Be social!

Summary

Drag picture to placeholder or click icon to add

twitter.com/annapenrosetwitter.com/MailAwayfacebook.com/MailAwayMail-Away.co.ukJoin a workshop!