Maximize your content marketing through smart email and social media strategy - learn some tips on collaborating across departments and smart ways to re-purpose great content across all of your Web properties. This presentation was given to the IABC Southern Region Conference 2013 by Katie Laird (aka @happykatie) from Blinds.com. Enjoy!

1. Digital
PB+J
The tasty treat of
Email Marketing and Social Media
Katie Laird // katiel@blinds.com
Tweet me: @happykatie // @BlindsDotCom

2. Experimentation without
fear of failure

3. We go together like…
Email
Social

4. Email + Social =
• Grow your email list
(‘Sneak peek deals – subscribe today!’)
• Extend your reach
(‘Like this? Win big when you share!’)
• Identify key influencers
(Who shares the most + how? = new segment)
• Take advantage of multi-platforms
(Options are good for both of you!)

5. Connect the dots

6. d
My advice:
Host content parties

7. My advice:
Be an avid consumer (of emails)

8. My advice:
Know enough to be dangerous!

9. My advice:
ASK your employees + customers

10. My advice:
Re-purpose content as much as possible

11. Blog > Email > Blog

12. Re-purpose your graphics

13. Halloween edition
Re-purpose your graphics

14. 3rd party validation

15. Share most popular
cross channel content
•
•
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Most re-pinned on Pinterest
You Tweeted it…
YouTube rundown
Highest ranked product
Funniest FB comment
Coolest Houzz Ideabook

16. Where can you ask for a Subscribe?
http://www.socialmediaexaminer.com/9-ways-to-integrate-email-and-social-media-marketing/

17. Subject line inspiration?
• What works on social?
• Timely, witty, funny
• Story works best
for Blinds.com
• Facebook posts!

18. Free stuff works
A cross-channel list growth campaign

19. ‘Entice + Engage’ campaign
$5000, baby!!!

20. What were aiming for?
GOAL:
7,000 new subscribers
>> stretch goal: 10,000 new subscribers

21. Cross promotion matters

22. Onsite promotion

23. Subscribers to FB fans

24. Other contest promotion

25. Email time!
• 2 emails sent to contest list
• Memorial Day:
• 7x the revenue
• 3x the open rate
• 4th of July:
• 6x the revenue
• 3x the open rate

26. How did it go?
• 13,660 new subscribers (175% of goal!)
>> 17,617 total entries
• 7,000+ new Facebook fans
• Profitable list before the contest was over
• Continued engagement
• Marketing Sherpa Gold Award

27. Be a mad scientist
Experimentation without fear of failure

28. Test one thing every email send
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Day of week
Time of day
Button color
CTA text
Colors
Images

29. Which email would you click?

30. How are you encouraging shares?
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•
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Built-in ‘Share on Social’ links
Buttons with share CTA
Text links within copy
Image links
What else?

31. Get geeky with video

32. Tracking the magic

33. Email metrics we care about
(it all depends…)
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Subscribes (FB fan)
Open rates (FB likes)
Clicks (FB click throughs)
Forwards (FB shares)
Social actions
Revenue ($$$$$)

34. How do you track those metrics?
(that all depends too…)
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•
•
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Email marketing tools
Referral traffic source
Landing page URLs
URLs with tags
Promo code usage
Specific actions taken

35. Blinds.com Social Media metrics

36. Other metrics to watch

37. Final thoughts
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•
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Social + Email = BFFs
Re-purpose your content
Test everything
Have fun (no, really)

38. Thanks for being here!
Katie Laird from Blinds.com!
Let’s Tweet: @happykatie + @BlindsDotCom
Email me: katiel@Blinds.com
Slide love: www.slideshare.net/happykatie