The Interaction of Email, Social & Mobile Marketing

July 13th, 2011
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Adam Sutton, Senior Reporter, MarketingSherpa
@AdamTSutton http://www.linkedin.com/in/adam-sutton Adam.Sutton@MECLABS.com

Todd Lebo, Senior Director of Content, MECLABS
@ToddLebo http://www.linkedin.com/in/tlebo Todd.Lebo@MECLABS.com

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• Benchmark Report – Find what works

for thousands of email marketers

Mature tactic, incremental improvements Multiple tactics accelerate performance

• Handbook – Identify best practices

and formulate a methodology

Current stage of process for email marketing Look at the new LEAPS methodology

• Knowledge transfer – Teach email
Summits, workshops, certification, webinars

marketers how to apply best practices

• A continuous improvement process

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LEAPS
Leverage all tactics to build quality lists Engage your audience with relevant content Act respectfully to ensure deliverability Place email in pipeline to quantify ROI Sync email with social and smart phones

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Sync with Social Media & Smart Phones

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• Social media’s positive influence on

email marketing
• Leveraging the power of social media • Mobile challenges and opportunities • Optimizing email for mobile

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• 31% of email marketers

say engaging social media audiences is a very important email objective

• Marketers who feel email

is effective at engaging social media audiences:
9% - Very effective 45% - Somewhat effective 46% - Not effective
MarketingSherpa 2011 Email Marketing Benchmark Report

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• 75% of daily social media users

said email is the best way for companies to communicate with them, compared to 65% of all email users

• 49% of Twitter users said they

made an online purchase because of receiving an email, compared to 33% of all email users
MarketingSherpa 2010 Social Media Marketing Benchmark Report

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• Following or liking someone is just

a click of a button. It is a low-risk action, but it is an entrance for a brand to start a conversation

• Sharing content has never been

easier than today, widening the impact of engaging communications

• Marketers can include registration

forms directly on their Facebook pages

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• Refine your tone and language

• Refine your offers and content

• Access to real-time feedback

• Opportunity to capture endorsements,

reviews or ratings

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Choices enable marketers to be more selective in the tactics they implement

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• Writing copy in 140 characters

or less prepares marketers for the eventual shift from desktops to smaller mobile screens

• B2B marketers are ahead of the

curve as they have been writing to decision makers who use BlackBerry devices

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• Share-With-Your-Network

(SWYN) buttons function much like a "forward to a friend" link

• Cross promotion of newsletter

content

• Collection of email addresses

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• Be selective
• Send relevant messages that will resonate with your readers and that they’ll want to share. • Format the content to be easy to pass along.

• Consider subject line carefully
• With Twitter, the email subject line is the default text when published • Write subject lines shorter than 140 characters

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Sent: April Fools Day 2010 Subject line: “The KFC Double Down, it is real, no fooling” Goal: Build interest in new product “We did not go to any other media outlet before launch other than delivering it via email.”
- Scott Geiser, Senior Digital Analyst, KFC

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Results: o Nearly 40% open-rate o 10,000 + Facebook shares o 2,000 + Twitter re-tweets o #2 on Google’s Hot Search list o #3 on Yahoo’s Buzz Index

“This was certainly one of our most successful product launches of the year.”
- Scott Geiser, Senior Digital Analyst, KFC

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• Be what your customers expect

– no matter where they find you.

• No standard in content sent via

email and social
Some companies send same messages Some find followers are in a different buying stage than email subscribers and customize messages

• Make sure you are consistent

and set expectations

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• Let Groupon’s Super Bowl be a

warning

• Listen for communication gaps

when communicating to a new audience
• Monitor emails viral

effectiveness to optimize future campaigns

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• Free tools: - Hootsuite - BlogPulse - Google Alerts - Addict-o-matic - Facebook Search - Many more • Paid tools - Centralized, aggregate data - Advanced analysis - Professional support
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• 38% of U.S. mobile users own a

smartphone
Nielsen, May 2011

• 55% of new handsets purchased

in the U.S. are smartphones, up from 35% one year ago.
Nielsen, May 2011

• Email dominates time spent on

the mobile Web
Nielsen, May 2010

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• Narrow your emails
• Many marketers are opting to design at 320 pixels

• Increase font size
• Minimum 14 pt font

• Add space around links
• Allows fingers to touch accurately

• Prioritize the use of tracking URLs
• Especially if you’re showing URLs in textformatted emails • Can take up several lines per screen

*see STYLECampaign.com

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• Write brief copy
• Slim down subject lines and pre-header text • Prioritize content above-the-fold • Brief call-to-action in the top left area • The W3C advises mobile emails be under 20K*

• Add “view mobile edition” link • Preview and test
• Test either in-house or with paid services to preview email campaigns across multiple email clients and mobile devices

*see STYLECampaign.com

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New campaigns combine the strength of email’s direct communication with mobile’s ubiquity

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• Connecting with a moving target
• Waiting for a flight • Paying at the register • Jumping into a taxi • Dropping off the kids at practice

• Design to meet small screen

viewing
• Communications that match the

mobile experience
• Click to call

Click to Call Us Today!

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• Plan but don’t perfect “Admire perfection, aspire to it, but never require it.”
– Geno Auriemma University of Connecticut Basketball Coach

• Don’t let your team fall behind because it is not perfect

• Have a mobile web presence
• Most call to actions go to a website or landing page

• Research which smartphones

are popular with your audience
• Website • ESP • Ask on preference page

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Webinar Recordings: Accelerating Email Marketing Performance Four Elements of Email Campaign Success MECLABS Marketing Workshops: $300 Discount on B2B Marketing, Email Marketing & Landing Page Optimization Certification Courses. Find Dates & Locations Enter priority code 108-WS-2999 to receive your $300 discount Resources & Reference Material on Scribd: Email Marketing Social Listening Full Service Programs in Partner Marketing Central: Email Marketing Programs Marketing Optimization Programs – Email Response Optimization Lead Nurturing Programs – eNurture and eNurture with Teleprospecting Stay Connected to Cisco Accelerate!

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Thank you.