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Threadless
Threadless Leverages Social Media for
 Email List Growth, and Email for Social
             Media presence
  Presented by Liz Ryan & Bob Nanna



                           @threadless
                           @lizsingleton
                           @heybobnanna
Who is Threadless?

  A design company
  An online community
  A tee shirt retailer
  An innovator
The Threadless Community

    950k Engaged Email
     Subscribers
    1.6 Million Twitter Followers
    300k Facebook ‘Likes’
    1.6 million Threadless Site
     Members
    357k Designs Submitted
Threadless Community


           Twitter
          Followers

    Facebook
      Fans
History of Threadless
    Email: Then
History of Threadless
    Email: Now
Anatomy of a Threadless
       Email
           • Social Network buttons
             linking to Threadless
             pages

           • Brief Content with clear
             call to action

           • Does not include SWYN
             links
Social & Email work
together to promote content
March Mania: Email
March Mania: Facebook
March Mania: Facebook
March Mania –Twitter
Leaderboard: Email
Leaderboard: Facebook
Leaderboard: Twitter
Furious Fowl: Email
Furious Fowl: Facebook
Furious Fowl: Twitter
Email Driving Social
Threadwarped
Threadstyle
The Price is Liked
Comics-On Everything!
Social pushing email
• Twitter DM

• Wildfire apps to sign up for newsletter

• In real life social integration: collecting email at
  Warped Tour, Comic-Con etc.
Next Steps
• Localized international Twitter and Facebook
  accounts along with expansion of email newsletter
  localized languages

• Further integration of fostering community through
  email and social programs & apps.
Results
• Twitter Auto-reply DM results in 86.7% newsletter
  subscriber
• Average weekly Twitter growth: 2,232
• Average weekly Facebook growth: 3,423
• Average # entrants in Facebook sweepstakes: 2,780
• About 30% of email addresses per Wildfire
  campaign are new subscribers.
• Average email newsletter list growth 6,676 per
  week.
Consider your program
• What works for your brand?
• Does your voice allow for tongue and cheek or
  more serious?
• Continually test for what works for you.
• Seasonality, does sales or seasonal changes
  change the rules?
• What are your goals and how does your content
  allow you to reach those goals?
Discussion Questions
•   What do you see missing from our program?
•   What do you like about what you see?
•   What are skeptical about?
•   What do you think has worked the best?
•   What do you think has been the least successful?
•   What takeaways can you implement in your own
    programs?

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