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.
World Travel Market – Using email with social & 5 top email marketing tips for travel marketers
1. World Travel Market – Using email with
social & 5 top email marketing tips for
travel marketers
2. It’s all about the top lip
Please donate here: http://mobro.co/marcsgotatash
3. A little about Pure360
Cue obligatory splash of clients...
4. And it isn’t about me
@marcmunier
CM of @pure360
Talks a lot about:
• email
• digital marketing
Occasionally dresses up as smurf.
5. Social and email together
Driving social interactions through email
Driving email interactions through social
Somail
6. 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.
12. 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.
13. Social and email together
Driving social interactions through email
Driving email interactions through social
Somail
19. Social and email together
Driving social interactions through email
Driving email interactions through social
Somail
20. The mashup
There are some general rules we can follow:
Twitter:
• Keep it short
Facebook:
• Make it sharable
LinkedIn
• Relevancy is king
21. 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:
23. 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.
24. So what did we cover
• Focus on driving social interactions
• Use social to draw people into email
• Email and Social work really really well!
30. 1# - Last thought on capturing
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or
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Subscribe today
Subscribe now and Start Saving
Make them instructions
Kudos to Smart Insights
31. What are the ten things
1. Capture
2. Manage Expectations
3. Welcome
4. Personalise
5. Design
33. #2 Manage Expectations
Comments from subscribers
Link to the last newsletter
Talk about frequency
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erudite tips, and easy links to fascinating facts.”
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34. What are the ten things
1. Capture
2. Manage Expectations
3. Welcome
4. Personalise
5. Design
35. #3 Build the relationship - welcome
Source: Econsultancy best practice guide
36. #3 Welcome – reasons to do it
Don’t leave it – act now
• Shorten sales cycle
• Reduce discounts
• Increase conversions
• Increase engagement
40. #4 Personalise
If you don’t have data you need to be a little more creative
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?
Add this. Share this, tell your friends about this, it’s just so DULL now, even worse it’s now invisible
Everyone should be promoting email subscription via their social channels.
Massive benefits…No need to fill out form – will be pre-populated with basic informaionShows friends who have done the sameCan ask for more informationGet DOB, # of friends as standard.
What can we learn from social interactions that we can use in email marketing
Also talk about video in email – show map.
40% of visitors will complete a signup form if they perceive a benefit in doing soVOTE: Who here has implemented a two stage sign up?
40% of visitors will complete a signup form if they perceive a benefit in doing so
VOTE: How many of you have access to recipient names? And how many of you use them to personalise emails?