Download - Your Email Can Be More Sociable!
Your Email Can Be More Sociable
An eBook by
The key to the inbox
Manage your reputation.
Reach the inbox.
Earn a response.
Celebrate subscribers.
Get promoted.
Be happy.
Retire young.
Look gorgeous.
Director, Response ConsultingReturn Path
With 10 years of marketing and merchandising experience, Bonnie has managed multi-channel, multi-million dollar businesses for Fortune 100 companies in the retail sector. Her programs have experienced a 20-40% increase in open and click-through rates, 50-85% revenue growth, and 40-60% database growth.
Before Return Path, Bonnie held a senior-level e-marketing position with Office Depot, a multi-channel retailer, where she spent eight years. Bonnie holds a BS in Merchandising from Florida State University.
By Bonnie Malone
The WORLD is obsessedwith social media
3/4 U.S. online adults…
Source: Forrester
Since March 2010, traffic to Facebook
has exceeded traffic to Google
-Nielsen
MARKETERS are obsessed
with social media
Source: Forrester
64% of marketers use
social media today…
…22% more plan to do so in the near future
Source: Forrester
Source: Anderson Analytics and Marketing Executives Networking Group "Marketing Trends Report 2010"
“Social media ROI” was an important buzzword for 36% of executives.
But social media was also considered “annoying” by marketing executives, with nearly 30% saying they are tired of it.
Twitter, specifically, got on the nerves of nearly 15% of respondents. Source: Anderson Analytics and Marketing Executives Networking Group "Marketing Trends Report 2010"
…we love it, we find it
annoying, we love it, we
find it annoying
Source: Anderson Analytics
14
Love it or hate, you gotta do it …
So what is so interesting about social media?!
Social media is interesting because it’s a two-way dialog.
But social media is simply the next generation of a personal communication channel that already exists: Email
Email is not dead
Believe it or not, email is very much alive
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2007 2008 2009
Emailing from a mobile device
Emailing from a PC
Connecting with people on social networking sites
Source: eMarketer
From Online Activities of US Internet Users 2007-2009 (% of respondents)
Over 50% of adults said they
were likely to open an email
containing promotions or
coupons
Source: Experian
Source: Experian
30% said they would forward an email with promotions or coupons to others, up from 28% in 2008.
Many marketers still haven’t fully leveraged or optimized email.
But, yet, we’re already on to the next thing?
One in four marketers place links to email campaigns and newsletters on social media pages, or includes a “share” option in email.
Source: GetResponse
It’s way too easy to click “like” button in Facebook. What does that mean to the consumer?
Putting a social media link in email is really easy but is it really impactful?
Slacktivism
Don’t join the masses jumping on the bandwagon –and off the cliff of mediocrity.
What can you do to truly engage with your subscribers?
Four Keys to
1. Be Compelling
Disneyconsistently
delivers “7 Little Things” with interactive
elements like:quizzes,
contests, and requests for
feedback.
Social Media links enable subscribers to easily post the Disney share-ready content
Lowe’s holistic approach includes
a variety of content like: helpful tips,
‘how-to’ videos, and links to their
own online community
Including local store information & social media links encourages subscribers to connect in ways that are most convenient for them
2. Be Interactive
Daily Candy uses video to support the core message
of their email.
In lieu of step-by-step instructions, an expert visually demonstrates the process, and adds
an important personal element
to the message
They integrate the “follow us on twitter” message along with other share links - -
AFTER giving subscribers a clear benefit, and reason to do so.
Overstock fully embraces the idea of User Generated
Content.
In the week leading up to Mother’s Day, Overstock
asks email subscribers – and website shoppers – to tweet their Mother’s best advice. Those tweets were fed into a content feature area on
the dedicated landing page – celebrating users’
submissions.
Acacia, a health
and lifestyle company, uses
email to launch an online workout effort, bringing the subscriber
together with the company, but also
their subscribers
3. PERSONIFY the company
Sonic leverages their own company culture to lend personality to their email marketing.
The bottom of each email includes a picture
and the name of a carhop that ‘delivered’
the email.
Fast food chain, Chick-Fil-A,
smartly used their mascots, “The
Cowz” to promote an in-store event.
“The Cowz” took over email to
invite subscribers to attend – a fun way to integrate
cross-channel marketing and
branding.
4. OVERcommunicate a
consistent message
Levi’s uses email as a key communication platform with subscribers.
From reviews to Facebook, the company regularly encourages subscribers to join the conversation – and clearly states the benefits of doing so
Recently, Levi’s expanded their social media strategy by using the channel to recruit a female
spokesperson.
Email subscribers were the first to learn about the contest and were
invited to submit an entry to become the first “Levi’s girl”
Uncommon Goods is another company that
has been bold with email and social media.
They have a unique, full-circle approach that encourages
customer feedback
Uncommon Goods uses Facebook as a platform for
finding new products. Customers submit product ideas that are posted for fan votes on Facebook.
The winner of the contest is
announced on Facebook and in
email.
And subscribers get the first chance to
pre-order the newest customer-
chosen product
Let’s Review!Social Media
Madness
• Since March 2010, traffic to Facebook has exceeded traffic to Google (Nielsen)
• 64% of marketers use social media today (Forrester)
• Love it or hate, you gotta do it
Social Media Did Not Kill Email
• Subscribers are heavily influenced by email marketing especially with the interaction social media provides
• People continue to open and forward promotional email
4 Keys to Success
• Be Compelling
• Be Interactive
• Personify the Company
• Overcommunicatea consistent message
Email Bonnie Malone to get the handout:
How to Make Your Email More Sociable! 10 Tips For Integrating Social Media Into Your Email Campaigns
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