Online Marketing Summit 2010

1. Online Marketing Summit
New York, NY | July 9th, 2010
CONNECT
THE
DOTS
Integra(ng
Emerging
Channels
into
your
Email
Marke(ng
Program
Dylan T. Boyd
VP Sales & Strategy
eROI
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2. AGENDA:
 Challenges of the Current Landscape"
 Planning for Success Pragmatically"
 Benchmarking & Reporting"
 Techniques & Execution"
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3. Most digital relationships started with a
website, with email marketing bringing
them back.
New devices and technologies have
altered this forever.
This mix still works though…very well.
Protect it.
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4. Whatʼs the value of an email address?
$180 source:
Email Marketing: An Hour a Day
Authors - Jeanniey Mullen, David Daniels, David Gilmour
Publisher - John Wiley and Sons, 2008
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5. The Inbox is Cluttered; Attention is Scarce#
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6. Itʼs that way everywhere…not just in email#
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7. Lots of devices, few standards.#
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8. Lots of consumption, few conversions.#
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9. What Does Email Success
Look Like?#
• Delivered Rate •
Forwarding
• Open Rate • Sharing
• Click Through • Adding Preferences
• Conversions • Unsubscribe Rate
Other
channels
presence
must
support
-­‐
not
distract
-­‐
from
these
email
marke(ng
goals.
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10. Start integrating where you already
have some traction.
Those answers are in your web analytics.
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11. Google Analytics
Referring Sites
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12. Google Analytics
Mobile Devices
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13. More Tools Are on the Way
Flowtown – Find out what Social Sites your Subscribers are On
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14. Benchmarking for Success
A Few Ideas…!
Mobile# Social# Video#
Click Through Click Through Plays
Conversions Conversions Conversions
Page Views Sharing Votes/Polling
Time on Site Mentions Sharing
Sharing Fans/Followers/Etc… Comments
New Subscribers
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15. Integrating Social into Email
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16. Integrating Social into Email
Start by allowing and promoting replies#
SES
Event
Promo,on
Replying
to
this
email
to
ask
a
ques;on
would
be
much
more
effec;ve
than
having
a
“conversa;on”
about
it
on
a
social
site.
Reply-­‐6583@
doesn’t
invite
that
interac;on.
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17. Integrating Social into Email
Contextualize Social Sharing Links in Email
OK! Magazine
Newsletter
“Read More”, first
desired option.
“Share this Story” on
Twitter/Facebook is
also a win as a second
option to drive page
views.
Sharing URLʼs
provided by Facebook
and Twitter for single
click to converting the
share.
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18. Integrating Social into Email
Make Sharing a Call-To-Action#
Hotels.com Promotional
Email#
“Share this deal on
Facebook” is presented as
the first option.
Doesnʼt compete with “GO ”
call-to-action in the bottom
right.
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19. Integrating Social into Email
Donʼt compete with your call to action!
FEI
Welcome
Email
Compe;ng
with
your
own
call-­‐to-­‐ac;ons
can
be
tricky.
Use
dedicated
messages
early
in
the
lifecycle
instead
of
crea;ng
compe;;on
with
high
performing
messages
like
the
welcome
email.
Icons
will
be
clicked
on!
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20. Integrating Social into Email
Take your best shot at conversion first
Levi’s
Welcome
Email
The
first
order
is
the
most
important
thing
here.
Placement
in
the
Footer
allows
all
desired
Call-­‐
to-­‐Ac;ons
to
be
seen
in
order
of
importance.
Social
Icons
aren’t
overly
descrip;ve
but
support
the
crea;ve
direc;on.
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21. Integrating Mobile into Email
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22. Integrating Mobile into Email
Content Heavy Newsletters Must Be Formatted
2 OPTIONS:#
• Add link to web-based
Mobile Version#
• Format HTML email
for all devices#
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23. Are your mobile readers more engaged
than you think?
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24. Are your mobile readers more engaged
than you think?
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25. What We Had to Change
No longer a simple site – but a rich mobile experience#
Add
your
Web
Analy(cs
to
your
hosted
mobile
version
to
analyze
the
impact
of
the
traffic
and
learn
how
to
change.
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26. Integrating Mobile into Email
Start by Testing “View Mobile Version”
Add
your
Web
Analy(cs
to
your
hosted
mobile
version
to
analyze
the
impact
of
the
traffic.
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27. Integrating Mobile into Email
“Just the Facts Maʼam.”
Teleflora
Mobile
Version
vs.
Teleflora
HTML
with
Images
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28. Integrating Mobile into Email
Can they Convert on the Mobile Web?
If your emails are driving a lot of traffic from
mobile devices, you are probably ready for a
mobile-friendly website.!
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29. Integrating Video into Email
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30. Integrating Video into Email
Run some tests in Gmail
Add
full
YouTube
URL
into
email
for
Gmail
users.
Video
will
display
in
Inbox
below
footer
Monitor
views
from
Video
at
YouTube.com
Tests
may
show
demand
for
more…
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31. Integrating Video into Email
Use “Play” Buttons on Images
Users
will
click
through
on
an
image
with
a
familiar
“play”
bu]on
to
watch
the
video
on
the
web.
Host
/embed
the
video
on
your
site
or
blog
for
maximum
impact
instead
of
video
hos;ng
services
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32. Integrating Video into Email
Research your Topic Competition on YouTube
228
views
in
almost
2
years,
not
an
“overnight
success”
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33. ? 33

34. Thank You #OMSBOS!#
Dylan T. Boyd#
eROI#
dylan.boyd@eroi.com
Ph: 503-290-3101
Twitter.com/dtboyd
Twitter.com/eROI
LinkedIn.com/in/dtboyd
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35. Thank You
Visit
www.onlinemarketingsummit.com
for more information
Follow
us
@OMSummit
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