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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.
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World Travel Market – Using email with social & 5 top email marketing tips for
travel marketers
It’s all about the top lip
Please donate here: http://mobro.co/marcsgotatash
A little about Pure360
Cue obligatory splash of clients...
And it isn’t about me
@marcmunier
CM of @pure360
Talks a lot about:• email • digital marketing
Occasionally dresses up as smurf.
Social and email together
Driving social interactions through email
Driving email interactions through social
Somail
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.
Driving social interactions
People try and do too much
Not so great
Textbook example
Simple LinkedIn Example
The principle is the same
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.
Social and email together
Driving social interactions through email
Driving email interactions through social
Somail
Driving email interactions via Twitter
Driving social interactions via Twitter
UKF Drum & Bass – affective sign up
• 51.5% open rate from contacts who signed up via Facebook
• 38% click through
innocent drinks
Email Signup is ok……
But the future is the register button:
Social and email together
Driving social interactions through email
Driving email interactions through social
Somail
The mashup
There are some general rules we can follow:
Twitter:
• Keep it short
Facebook:
• Make it sharable
• Relevancy is king
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:
Go one step further
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.
So what did we cover
• Focus on driving social interactions
• Use social to draw people into email
• Email and Social work really really well!
Bonus session! – 5 top tips
1. Capture
2. Manage Expectations
3. Welcome
4. Personalise
5. Design
#1 Capture
A captured email address is marketing spend “banked”
PPC
SEO
Social
Content
Telemarketing
Word of Mouth
#1 Capture
#1 Capture
#1 Capture
1# - Last thought on capturing
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Make them instructions Kudos to Smart Insights
What are the ten things
1. Capture
2. Manage Expectations
3. Welcome
4. Personalise
5. Design
#2 Manage Expectations
#2 Manage Expectations
Comments from subscribers
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Link to the last newsletter Talk about frequency
What are the ten things
1. Capture
2. Manage Expectations
3. Welcome
4. Personalise
5. Design
#3 Build the relationship - welcome
Source: Econsultancy best practice guide
#3 Welcome – reasons to do it
Don’t leave it – act now
• Shorten sales cycle
• Reduce discounts
• Increase conversions
• Increase engagement
#3 Welcome example
Case Study – Park Holidays
Welcome mailings
What are the ten things
1. Capture
2. Manage Expectations
3. Welcome
4. Personalise
5. Design
#4 Personalise
If you have the data it is easy peasy....
#4 Personalise
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?
If you don’t have data you need to be a little more creative
#4 Personalise
What are the ten things
1. Capture
2. Manage Expectations
3. Welcome
4. Personalise
5. Design
#5 Design for the preview pane
#5 Design for the preview pane
Thanks for listening...
...I can’t wait to hear all your questions!
@marcmunier
