Download - World Travel Market – Using email with social & 5 top email marketing tips for travel marketers
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World Travel Market – Using email with social & 5 top email marketing tips for
travel marketers
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It’s all about the top lip
Please donate here: http://mobro.co/marcsgotatash
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A little about Pure360
Cue obligatory splash of clients...
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And it isn’t about me
@marcmunier
CM of @pure360
Talks a lot about:• email • digital marketing
Occasionally dresses up as smurf.
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Social and email together
Driving social interactions through email
Driving email interactions through social
Somail
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Social in email was AMAZING
Insert these simple logos ===
And you’ll increase traffic to these sites by 1000%*
*according to a 2009 Marketing Sherpa report.
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Driving social interactions
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People try and do too much
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Not so great
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Textbook example
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Simple LinkedIn Example
The principle is the same
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Takeaways
Email is FANTASTIC at driving social interactions
BUT
Just sticking a logo on your standard email will not work
As with any aspect of marketing – focus on one thing at a time.
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Social and email together
Driving social interactions through email
Driving email interactions through social
Somail
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Driving email interactions via Twitter
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Driving social interactions via Twitter
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UKF Drum & Bass – affective sign up
• 51.5% open rate from contacts who signed up via Facebook
• 38% click through
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innocent drinks
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Email Signup is ok……
But the future is the register button:
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Social and email together
Driving social interactions through email
Driving email interactions through social
Somail
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The mashup
There are some general rules we can follow:
Twitter:
• Keep it short
Facebook:
• Make it sharable
• Relevancy is king
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What to do with all that data?
Personalised campaigns using what you know:
Instead of “share this”
Try “click to share with your 540 friends”
Campaigns based on:
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Go one step further
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Quick note on video in email
http://bit.ly/4SQINFO
Ok so the email is too long
& doesn’t have an external view link
But:
Excellent use of video without the drawbacks.
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So what did we cover
• Focus on driving social interactions
• Use social to draw people into email
• Email and Social work really really well!
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Bonus session! – 5 top tips
1. Capture
2. Manage Expectations
3. Welcome
4. Personalise
5. Design
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#1 Capture
A captured email address is marketing spend “banked”
PPC
SEO
Social
Content
Telemarketing
Word of Mouth
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#1 Capture
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#1 Capture
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#1 Capture
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1# - Last thought on capturing
Submit
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Sign me up
Subscribe today
Subscribe now and Start Saving
Make them instructions Kudos to Smart Insights
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What are the ten things
1. Capture
2. Manage Expectations
3. Welcome
4. Personalise
5. Design
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#2 Manage Expectations
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#2 Manage Expectations
Comments from subscribers
“I am really glad the newsletter is back. I missed the informative wit, erudite tips, and easy links to fascinating facts.”
“Thanks for your newsletter. I enjoy your commentaries and insights tremendously. You have given me information on books which I have purchased and enjoyed.”
www.mantex.co.uk
Link to the last newsletter Talk about frequency
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What are the ten things
1. Capture
2. Manage Expectations
3. Welcome
4. Personalise
5. Design
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#3 Build the relationship - welcome
Source: Econsultancy best practice guide
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#3 Welcome – reasons to do it
Don’t leave it – act now
• Shorten sales cycle
• Reduce discounts
• Increase conversions
• Increase engagement
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#3 Welcome example
Case Study – Park Holidays
Welcome mailings
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What are the ten things
1. Capture
2. Manage Expectations
3. Welcome
4. Personalise
5. Design
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#4 Personalise
If you have the data it is easy peasy....
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#4 Personalise
Look at what you have:
Domain?When they signed up?Where they came from?Where there are ?Who are they assigned to?Date of Birth What products are they interested in?
If you don’t have data you need to be a little more creative
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#4 Personalise
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What are the ten things
1. Capture
2. Manage Expectations
3. Welcome
4. Personalise
5. Design
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#5 Design for the preview pane
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#5 Design for the preview pane
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Thanks for listening...
...I can’t wait to hear all your questions!
@marcmunier