If your company is looking at ways to shift budget from other marketing channels toward social media, be careful not to make either/or decisions that could adversely affect overall business success. Today's leading brands recognize that email marketing can act as an effective conduit to achieve better performance across traditional and emerging channels--especially social media. You will learn about why email is more important than ever in the growing social landscape. Walk away from this session with a better understanding of how to use email and social together to drive consumers through the customer lifecycle—from initial acquisition to a lifetime influencer.
Using Social Email to Improve Enterprise Email Marketing Effectiveness
1. Ryan P. Phelan
Using Social Media to Improve Vice President, Strategic Services
BlueHornet
Email Marketing Effectiveness @ryanpphelan
2. Industry Experience
> Director, Email Marketing & Acquisition at Sears Holdings
> Responsible for East Coast Operations at Responsys
> Director, Email Marketing & Online Advertising at
infoGROUP, Inc
Thought Leadership
> DM News: Email Gets Personal (Cover Story)
> Keynote address – March 2012, EEC12
> Recent Article: Changing Consumer Perceptions of the
Email Channel, Simms Jenkins - bit.ly/RP_P1
> Co-Chair of the EEC List Growth & Engagement
Roundtable
> Member of:
Ryan Phelan
Vice President, Strategic Services
Various Email Discussion Groups on:
27. You don’t always know how excited someone is to
purchase something
> Great use of social “push” post purchase from website
> Look to integrate this into transactional emails
29. How can you care about a customer if you don’t know them?
All customers want
to be valued…all
customers want to
be recognized
30. Automated Execution
> Automated recognition of email behavior
‒ “Set it and forget it” trigger email messages
‒ Looks at email behavior so you have more time
31. Tiered system for graduated or differentiated reward
> Customize the message
‒ The better the
customer, the greater
the reward
‒ Does not always need
to be a discount
‒ Focus on engagement
‒ Try “Thank you”
32. Shhhhh, don’t tell anyone…
> Secret Rewards Program
‒ Want to avoid “gaming” the system
‒ Calls to action/Messaging should be relationship based
‒ Express thanks
41. Conclusion
> Social Email is more than just the icon
‒ Let consumers choose what to share – include in transactional
‒ Use segmentation to increase your customers loyalty
‒ Make sure the context of what you are posting is channel
specific
‒ Social Media is not just Facebook or Twitter
43. Ryan Phelan
Vice President, Strategic Services
ryan@bluehornet.com
619.295.1856 x36113
Want to learn about email marketing? Follow me on Twitter
and watch #emailmarketing!
> @ryanpphelan
@bluehornetemail