Email Marketing in a Mocial World
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Loren McDonald discusses how email marketing is adapting to an increasingly "mocial" (mobile, social, local) world. While social and mobile have grown, email still engages over 2 billion users. Marketers must integrate email with social and mobile channels to reach customers anywhere. Effective email requires optimizing for different screens and adding social sharing buttons. By automating email triggers, marketers can better nurture and convert customers throughout their journey.
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Email Marketing in a Mocial World
- 1. 21 June 2011 – LorenMcDonald Amsterdam – The Netherlands #sexyemail11
- 2. In a “Mocial” World, Email Is Hotter and Sexier Than Ever Loren McDonald @LorenMcDonald @Silverpop
- 3. I’m Too Sexy For My Inbox!
- 4. But isn’t social and mobile hotter and sexier than email?
- 5. The World Has Changed Marketing v
- 6. Not a fad…but a way of life 600M 200M
- 7. Netherlands: #1 WW Market Penetration
- 8. Facebook vsHyves Facebook 6.56M 7.65M 2010 Growth: 76% -1%
- 9. Smartphone Sales Pass PC Sales Q4 2010
- 10. 40+ Tablets Expected to Ship in 2011
- 11. Mobile Apps are Exploding 25 billion downloaded by 2015 Juniper Research
- 12. Just Passed 10 Million Users
- 13. Buzz ROI
- 14. So How About 2 Billion Email Users? Radacati Group
- 15. It’s Mobile – Anywhere & Everywhere Coffee shop Context
- 16. Social vs Email Conversation Conversion Email drives the ROI in Mocial
- 17. Automation & Triggers Nurture & Convert
- 18. So Email Marketing is Still… + HOT SEXY
- 19. So let’s not freak out – OK?
- 20. But … email marketers must adopt, adapt and improve.
- 21. M O C I A L S ! MEET THE Mocial and email marketing – the next super group!
- 22. So what the heck is a mocial?
- 25. “mo + ci + al”
- 26. Email Marketing in a Mocial World
- 27. So what is the current / future state of “mocial” marketing?
- 29. April 2011
- 33. 48%: Have/Plan to add
- 38. 78% Including Social Links in Emails Internet Retailer 500 Study
- 39. More Than 2/3 Include Like/Follow Internet Retailer 500 Study
- 41. Do You Offer Email Opt-in with SMS 81% say No or No Plans
- 42. Get out your phones Text to 12345 ABCD ADD [your email address]
- 43. SMS Text to Email Opt-in Events Point Of Purchase Billboards
- 44. Does your company have a mobile app? 66% have / plan to
- 45. 25+% of Apps Used Only Once
- 46. Use email to drive adoption/use of apps and check-ins
- 47. App: Missed Email Opportunity
- 48. Implementing local check-in campaigns? 77% Don’t Know / Have no plans
- 51. Contests
- 53. Going Mobile / Screensize-apalooza
- 54. Where is My Email Being Read?
- 55. Context Means…
- 56. The New Design Challenge Old mouse New mouse
- 57. Do Your Email’s Have the Touch? Source: StyleCampaign.com, Litmus
- 58. Impact on Email Marketing
- 59. Old Rule: Sell the sizzle, not the steak.
- 60. New Rule: Educate with grilling tips, recipes and wine pairing.
- 61. Let Customers Do the Selling
- 63. Get Real Get Human Add Value
- 64. Impact on Email Marketing
- 65. Social is the New Broadcast
- 66. Try Doing this with Social Media
- 69. Triggers
- 70. Did You Forget Something? A Special Offer To Return To Tafford
- 71. Abandoned Cart Indexed Results…
- 72. Sample Results: CAR vs Promotional Emails
- 73. 0.3% Volume but 18.6% of Email Revenue
- 74. Automation Enhances Email’s Role Welcome Campaigns 1st Purchase Campaigns Repeat Purchase Campaigns Loyalty Campaigns Reengagement Campaigns 100 300 400 600 -400 -200 Subscribers / Visitors 1st Time Customers Repeat Customers Unengaged Customers Loyal Customers - + + +
- 75. Email Rocks More Than Ever
- 76. What are you doing to advance your email program in a world gone mocial?
- 77. Q & A / Contact Information Loren McDonald lmcdonald@silverpop.com Twitter: @LorenMcDonald Twitter: @Silverpop www.slideshare.net/silverpopwww.silverpop.com
Editor's Notes
- Check-ins are popular and extremely hot right now. By creating engaging check-in programs, you can provide yet another reason for your customers or potential customers to give you permission to email them. If you’re participating in the check-in program this week, you saw how in one click you shared access to your email address and foursquare check-ins with us.You can create many different types of programs with check-ins that will make customers excited to engage with your brand.
- No longer are we accessing the internet through a nice big desktop screenLaptops.. Netbooks are all growingAnd more are coming – ipad.. tablets.. And then there is mobile..
- By providing content that is educational in nature rather than promotional can lead to longer term growth in fans and active usersCamping retailer – when they focused on education their conversion rates generated went from 4% to 10% as opposed to a buy buybuy / discount messageShaving manufacturerFood mixerUGC plays into this
- By providing content that is educational in nature rather than promotional can lead to longer term growth in fans and active usersCamping retailer – when they focused on education their conversion rates generated went from 4% to 10% as opposed to a buy buybuy / discount messageShaving manufacturerFood mixerUGC plays into this