eROI: 5 Email Marketing Tools You've Never Heard of - integrating email, social media, and mobile marketing

1. Optimizing your Email Program for Nurture Marketing, Mobile, Social Media

2. To do Online Marketing well, marketers need to be good at so much more than Email + Search. -- Social is the new staple (eROI Q4’09 survey: 70% marketers used social media, 15% of their time) -- Mobile is next The Online Marketer’s Challenge

3. Our world today

4. History Lesson – starting w/ Email Email invented in 1971 “ In 1971, Ray Tomlinson developed the first ARPANET email application…he chose the "commercial at" symbol to combine the user and host names, providing the naturally meaningful notation "user@host" that is the standard for email…” Source: LivingInternet.com @

6. History Lesson – Social

7. History Lesson – Mobile

8. How Email Fits In 2007: Use Email to Build Online Community 2007: RSS to Email (Publishers, Any Business) 2008: Nurture Marketing 2008: Anatomy of an Email 2009: Holiday Email Campaign example 2009: Mobile Optimization 2010: Five new Tools you’ve never heard of

9. 2007: Use Email to Build Community

10. Storytelling Drives Results

11. Community Waiting to be Discovered

13. 2007: RSS-to-Email Publish One to Many: Biggest cost for email marketing is a Marketer’s Time

14. RSS-to-Email applies to Small Biz

16. Finding Thru Search: Paid vs. Organic

17. eROI Google Analytics Stats

18. eROI Leads by Source

19. eROI Resource Landing Page…Bad

20. eROI Resource Landing Page…Good

23. Examples of Opt-in Questions Good Too Much

24. CBSSports.com Opt-In: Before/After

26. CBSSports.com Welcome Email Strategy

28. A Welcome Email is the first email received after an opt-in and/or confirmation of subscription This will likely be your highest open rate ever. Make it count . Welcome Email

30. Email Anatomy Pre-Header Header Email Body Social Media integration Functional Footer

31. 2009: Holiday Email - Icebreaker

32. Campaigns/Frequency 3 months of Oct’09-Dec’09: 38 emails 3 years of Sep’06-Sep’09: 36 emails Total emails sent: Oct’09 – Dec’09 ~500k Sep’06 - Sep’09 ~450k Read Rate Oct-Dec’09 – 25% Read Rate ‘06-Sep’09 – 33% Click Through Rate Oct-Dec’09 – 7.5% Click Through Rate ‘06-Sep’09 – 10.5% Average Opt Out/Campaign Rate – 0.66% Icebreaker Holiday Email Findings

33. 2009: Mobile Optimization

35. 2010: Make Mobile part of Everyday Email

36. How Email Fits In 2007: Use Email to Build Online Community 2007: RSS to Email (Publishers, Any Business) 2008: Nurture Marketing 2008: Anatomy of an Email 2009: Holiday Email Campaign example 2009: Mobile Optimization 2010: New Apps you’ve never heard of

37. Tool #1: Flowtown: Append social data to your Lists

38. Tool #2: Unbounce: Testing and optimizing landing pages

39. Tool #3: WhichTestWon.com: Email and Landing Page Testing

40. Tool #4: Email2Mobile: Optimize Email for Mobile + Landing + Analytics

41. Tool #5: Email on Acid: Content Rendering tool before you send

42. Thank you. Don’t forget to get a Web/Email Audit right after this. Ryan Buchanan CEO, eROI [email_address]