Leveraging Digital Channels For Email Success

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Improving Email Results from the Outside In:

Leveraging all your digital channels for email success

PRESENTED BY NETPLUSMay 9th 2012

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• Email at the epicenter• Using social media platforms and

functionality to create lasting relationships

• Digital data sources; leveraging search and display to build and use your list

• Developing content worth sharing• Q&A

AGENDA

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CONTINUOUS MARKETINGMOVING FROM CAMPAIGNS TO INFORMED CONVERSATION.

• PERSONAL CONNECTIONS TO HIGH VALUE USERS

• TRUSTED AND PERMISSION BASED REMARKETING CHANNELS

• CONTROL OVER THE TIMING AND FORMAT OF MESSAGING

• KEY INSIGHTS TO LEVERAGE ACROSS EFFORTS

• EXTENDED VALUE OF CONTENT PRODUCED

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INTEGRATINGTRADITIONAL MARKETINGWITH EMAIL

• EXTEND MASS REACH EFFORTS

• CREATE A PERSONAL PERMISSION BASED RELATIONSHIP

• ESTABLISH REMARKETING CHANNELS

• REPOST OFFERS, INCENTIVES OR COUPONS

•TAP INTO REFERRALS AND FORWARDS

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INTEGRATINGSOCIAL MEDIAWITH EMAIL

• UTILIZE NEW MESSAGING CHANNELS TO REDUCE LIST FATIGUE

• ENCOURAGE SHARING OF CONTENT ACROSS CHANNELS

• RESPECT USER’S COMMUNICATION PREFERENCES

• TAP INTO INFLUENTIAL AND ACTIVE POPULATIONS

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EMAIL SOCIAL

•ADD SOCIAL ICONS TO EMAIL TEMPLATES

• INCLUDE SHARE BUTTONS IN EMAILS

• HIGHLIGHT SOCIAL PROMOS OR WINNERS IN EMAIL

•ASK YOUR USERS TO LIKE YOUR FACEBOOK PAGE

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SOCIAL EMAIL

• ASK FANS AND FOLLOWERS TO SUBSCRIBE TO EMAIL

• POST TOP EMAIL CONTENT WITH LINKS

• CREATE A FACEBOOK APP THAT CAPTURES EMAILS

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• Start leveraging popular pins in your email campaigns. – Tie specific Pinterest boards to your email

calendar (holidays, sales, events, trends).– Test out a Pinterest only campaign to the socially

engaged segment of your email file.– Pinterest isn’t just about still images. Leverage

popular videos from the site to make your email more interactive.

PINTEREST

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• Use the messaging capability built into LinkedIn (cautiously) but post updates to alert your connections and fellow group members to “email only” opportunities for valuable content like white papers with a link to subscribe

• Use an email link in your signature so as you participate in discussions you offer an opportunity for other group members to find you and subscribe

LINKEDIN

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• Use email subject line testing to optimize Facebook ad headlines (and ↔)

• Test image effectiveness in email and incorporate into status updates or Facebook ads (and ↔)

FACEBOOK

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• Get added mileage from the most popular status update content in email

• Tease upcoming emails via status updates

• Incorporate enthusiastic and relevant Facebook fan comments in your emails

FACEBOOK

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• Encourage/incent attendees via email to check in at your events

• Tie Foursquare ad campaigns directly to all your objectives, including email

FOURSQUARE

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• If your email or site delivers good content use hashtags to help alert those who might be interested

• Put a tweet this button in the email to share the content

• Occasionally tweet our requests for followers to join your email list. Sweeten the deal by offering previews, special content or incentives.

• Test subject lines as your tweets using links you can track to see which tweet gets the most traffic

TWITTER

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INTEGRATINGMOBILE MARKETING

WITH EMAIL

• CHANGES IN HOW PEOPLE ARE VIEWING EMAILS

• GATHER EMAIL ADDRESSES VIA SMS EMAIL SIGN-UPS, QR CODES, AND TEXT TO JOIN PROGRAMS.

• OPTIMIZING BOTH EMAIL AND WEBSITE TO HANDLE TRAFFIC.

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MOBILE

http://techcrunch.com/2012/05/07/nielsen-smartphones-used-by-50-4-of-u-s-consumers-android-48-5-of-them/

March 2012 smartphones were in use by 50.4% of consumers in the USA,with Android accountingfor 48.5%of all smartphone handsets and iOS at 32%** http://blog.nielsen.com/nielsenwire/?p=31688






http://blog.nielsen.com/nielsenwire/?p=31688

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• Optimize the formatting for smart phones and tablets

• Optimize the experience for the way people use their mobile devices and the kind of content that is relevant to them when mobile

• Optimize the Landing pages

MOBILE

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• Subject and sender name matter• Simple beats pretty• Be brief• Early birds catch worms• Create a sense of urgency• Optimize the site behind the email.

MOBILE DESIGN GUIDELINES

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• One column• Enlarged Fonts• Bigger Links• Image by default on all

mobile are off except for the iPhones and iPads

MOBILE

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INTEGRATINGDISPLAY ADVERTISING

WITH EMAIL

• RETARGET EMAIL OPENS

• USE RICH ADS WITH EMAIL CAPTURE

• TEST DYNAMIC ADS WITH EMAIL INPUTS

• COORDINATE WITH SHOPPING CART ABANDONMENT EMAILS

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INTEGRATINGSEARCH MARKETING

WITH EMAIL

• USE THE NEW GOOGLE AD FORMAT FOR EMAIL CAPTURE

• TRY SITE LINKS TO BOOST EMAIL ACTIVITY

• ENSURE AN EMAIL CTA IS ROTATED IN PPC AD COPY

• SET UP A SPECIFIC AD GROUP IN PPC

• FIND NETWORK PARTNERS FOR COST EFFICIENT EMAIL CPA

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GOOGLE ADWORDS

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SITE LINKS

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• USE YOUR SITE INTEL TO DEFINE AND TEST YOUR MOST EFFECTIVE CONTENT

• BRING THE CONTENT TO THEIR INBOX

•RECOGNIZE, REWARD AND INSPIRE VIA A LOYALTY PROGRAM

•ANALYZE YOUR NEWSLETTER CLICKS WITH GA

INTEGRATINGCONTENT MARKETING

WITH EMAIL

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CHECKLIST Is your email sign opt-in available from every

page of your site and your social channels? Are you using multiple social sharing options in

email? Do you use content from social to encourage

email subscribers to become fans or followers? On your social channels do you encourage users

to sign up for your newsletter? Do you have in-Store signups? Are you collecting enough data from your users

to segment your list?

EMAIL INTEGRATION

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EMAIL INTEGRATIONCHECKLIST Have you Surveyed your email list to gain

valuable information about your users? Are you tracking what users are clicking and their

flow on your site? Do you have a good Email Template which

includes social links and house keeping links? Are your Emails and web site optimized for a

good mobile experience? Is your content worth sharing?

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• IMPROVED INSIGHTS

• BETTER SEGMENTATION AND LIST MANAGEMENT

• INCREASED ENGAGEMENT

• HIGHER CONVERSION RATES / ROI

•IMPROVED RETENTION

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Robin NeifieldCEO, [email protected]

Jim DelPizzoDirector of Technology, [email protected] x 133

Thank You.