Mocial - Email Marketing's Role in a World Gone Mocial eMA

•

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Silverpop

Business

Role of
What’s a
Email
Mocial?
Marketing

Email
Q&A Mocial
Prescription

Location/Context

Function

Content

Reach

Channels

Mobile Apps are Exploding

25 billion downloaded by 2015

Juniper Research

OK, well email may be boring

Radacati Group

120,000
Sample Reach:
Email vs Facebook Followers
100,000

80,000

60,000

40,000

20,000

0
Email Database Facebook

The Old Content Paradigm

Marketing Marketing Consumer
Creates Distributes Responds

New Content Paradigm

Consumer Consumer Marketer
Creates Distributes Repackages

Marketer Consumer
Redistributes Responds

Location – Anywhere & Everywhere

Coffee shop

Context

Social vs Email

Conversation Conversion

Email Sophistication Progression

Behavior /
Broadcast Segmented
Triggered

Nurture

Highly
Transactional
Personalized

Email’s
Strengths
Triggered off
Dynamic
Behavior

Campaign
Tracks

Email Gets More Social

And Enhances Mocial

Email/Mocial Prescription

Integrate

Humanize

Shift

Don’t add share links
to your emails

Just kidding 

Primary call to action is
missing in initial
Facebook Messages
window

Know Your Audience

Source: Unica Corporation/Pivotal Veracity

Design for “Everything”
 Pre-header text
 Clear CTAs & links
 Alt attributes (tags)
 HTML text over image-based
 Design for touch
 Font size
 Font color
 Scalable fonts/images

Incorporate Email in Mocial Channels

Chipotle doesn’t, beyond confirmation emails – don’t miss the email boat!

…content that educates and
solves problems is
becoming more powerful..

Old Rule:
Sell the sizzle, not the steak.

New Rule:
Educate with grilling tips,
recipes and wine pairing.

• Real
person
• Service
tone
• 50%
conversion
rate

Calls for Aaron

Leverage the Power of Reviews
Emails drive consumer creation of reviews

• 6% of online Americans post ratings and
reviews of products at least monthly
• 25% of online adults read these ratings
and reviews at least monthly

Shift your email program
to behavior-based &
triggers / automation

Use Pre- to Post-Purchase Emails
Pre-Transaction Purchase Process Post-Purchase Relationship

• Browse • Order • Satisfaction • Bounceback
abandonment Confirmation Survey • Account reminder
• Cart • Order status • Review request • Loyalty programs
abandonment • Shipping notice • Review • Account status
• Shipment notification • Purchase
confirmation • Recommendation anniversary
• Trip preparation • Replenishment
• Repurchase
• Upgrades

Right time, right message!

Email Becomes a
Dynamic Content Platform

Leverage Marketing Automation

Welcome 1st Purchase Repeat Loyalty Reengagement
Campaigns Campaigns Purchase Campaigns Campaigns
Campaigns

100 300 400 600 -200 -400

Subscribers / 1st Time Repeat Loyal Unengaged
Visitors Customers Customers Customers Customers

Resources

• Resource Center
– White papers
– Webinars
– Blogs
– Case studies
– Newsletters
– http://www.silverpop.com/marketing-resources/index.html
• Many presentations on SlideShare
– www.slideshare.net/Silverpop

Q & A / Contact Information
• Loren McDonald
– lmcdonald@silverpop.com
– Twitter: @LorenMcDonald
– Twitter: @Silverpop

www.slideshare.net/silverpop
www.silverpop.com

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Mocial - Email Marketing's Role in a World Gone Mocial eMA

1. Email’s Role in a World Gone “Mocial”

2. Are Phone Calls Dead?

4. Change…not death

5. So let’s not freak out – OK?

6. But it is time to…Get Smart

7. Role of What’s a Email Mocial? Marketing Email Q&A Mocial Prescription

8. What’s a Mocial?

9. Mobile Social Local “mo + ci + al”

10. Location/Context Function Content Reach Channels

11. Everything is social

12. Mobile Apps are Exploding 25 billion downloaded by 2015 Juniper Research

13. The Unified Inbox is “here”…

14. Not a fad…but a way of life 600M 200M

15. OK, well email may be boring Radacati Group

16. 2 Billion kind of boring

17. 120,000 Sample Reach: Email vs Facebook Followers 100,000 80,000 60,000 40,000 20,000 0 Email Database Facebook

18. The Old Content Paradigm Marketing Marketing Consumer Creates Distributes Responds

19. New Content Paradigm Consumer Consumer Marketer Creates Distributes Repackages Marketer Consumer Redistributes Responds

20. Social Media Function

21. Location – Anywhere & Everywhere Coffee shop Context

22.

23. 40+ Tablets Expected to Ship in 2011

24.

25. Role of Email Marketing

26. Social is the New Broadcast

27. Social vs Email Conversation Conversion

28. Email Sophistication Progression Behavior / Broadcast Segmented Triggered

29. Nurture Highly Transactional Personalized Email’s Strengths Triggered off Dynamic Behavior Campaign Tracks

30. Email Gets More Social And Enhances Mocial

31. Email Mocial Prescription

32. Email/Mocial Prescription Integrate Humanize Shift

33. Don’t add share links to your emails Just kidding 

34. Shareworthy?

35. “Doughboy” + Valentine = Shareworthy

36.

37. Promote Likes/Follow

38.

39.

40.

41.

42. Enable Channel Options

43. Facebook Messages

44. Facebook Messages

45.

46. Primary call to action is missing in initial Facebook Messages window

47. Know Your Audience Source: Unica Corporation/Pivotal Veracity

48. Design for “Everything”  Pre-header text  Clear CTAs & links  Alt attributes (tags)  HTML text over image-based  Design for touch  Font size  Font color  Scalable fonts/images

49. 25+% of Apps Used Only Once

50. Incorporate Email in Mocial Channels Chipotle doesn’t, beyond confirmation emails – don’t miss the email boat!

51. Email/Mocial Prescription Integrate Humanize Shift

52. Get Real Get Human Add Value

53. not dead, but…

54. …content that educates and solves problems is becoming more powerful..

55. Old Rule: Sell the sizzle, not the steak.

56. New Rule: Educate with grilling tips, recipes and wine pairing.

57. Sell by Educating

58. How-to video

59. Let Customers Do the Selling

60. Leverage UGC

61. Incorporate Employees

62. • Real person • Service tone • 50% conversion rate Calls for Aaron

63. Leverage the Power of Reviews Emails drive consumer creation of reviews • 6% of online Americans post ratings and reviews of products at least monthly • 25% of online adults read these ratings and reviews at least monthly

64. Use Personality to Engage

65. Email/Mocial Prescription Integrate Humanize Shift

66. Shift your email program to behavior-based & triggers / automation

67. Use Pre- to Post-Purchase Emails Pre-Transaction Purchase Process Post-Purchase Relationship • Browse • Order • Satisfaction • Bounceback abandonment Confirmation Survey • Account reminder • Cart • Order status • Review request • Loyalty programs abandonment • Shipping notice • Review • Account status • Shipment notification • Purchase confirmation • Recommendation anniversary • Trip preparation • Replenishment • Repurchase • Upgrades Right time, right message!

68. Email Becomes a Dynamic Content Platform

69. Leverage Other Technologies

70. Leverage Marketing Automation Welcome 1st Purchase Repeat Loyalty Reengagement Campaigns Campaigns Purchase Campaigns Campaigns Campaigns 100 300 400 600 -200 -400 Subscribers / 1st Time Repeat Loyal Unengaged Visitors Customers Customers Customers Customers

71. Summary Integrate Humanize Shift

72. Resources • Resource Center – White papers – Webinars – Blogs – Case studies – Newsletters – http://www.silverpop.com/marketing-resources/index.html • Many presentations on SlideShare – www.slideshare.net/Silverpop

73. Q & A / Contact Information • Loren McDonald – lmcdonald@silverpop.com – Twitter: @LorenMcDonald – Twitter: @Silverpop www.slideshare.net/silverpop www.silverpop.com

Mocial - Email Marketing's Role in a World Gone Mocial eMA

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