email marketing: building relationships & reaching audiences (blue sky factory user conference)
TRANSCRIPT
Baltimore, Maryland
Blue Sky FactoryDriving Email Marketing Performance
Building Relationships and Reaching Audiences
Presenters: Tom Rowe & Amy Hollomon
November 10, 2010 – 3:00 – 3:45 PM (ET)
Follow the presentation on Twitter at #bsfconf
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BUILDING RELATIONSHIPS
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The key to building a strong subscriber base is to set clear expectations.
• What do you clients want from you?
• How can your product/service benefit them?
• Welcome Campaign Series
• Customer Preference Center
• Re-engagement Campaign
• Milestone Emails
REACHING AUDIENCES
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Provide a positive subscriber experience by reaching out with valuable content.
• Don’t always try to sell or upsell.
• Don’t be afraid to ask for client feedback.
• Strong, informational campaign
series
• Solid social presence and knowing
where your subscribers are on the
social web
• Loyalty Programs and Contests
Real World Example
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VISIT BALTIMORE
• Official Destination Marketing Organization for the city of
Baltimore.
• Charged with Driving Economic Impact (tax dollars)
• Main audiences: Convention/Meeting Business & Leisure Traveler
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• Baltimore Buzz
• Twitter (@BaltimoreMD)
• Mobile
• VisitMyBaltimore.com
• Baltimore BUZZ Brigade
DIGITAL BALTIMORE
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• Monthly email
• Segmentation by user
interests and geography
• Integrated SWYN features
THE BUZZ IN BALTIMORE
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• Signup posts
• Websites, micro-sites, all
forms include opt-in
• Integration
• Print advertising
• Social Media
• Online advertising
ACQUISITION
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ACQUISITION
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ACQUISITION
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• Keep the promise
• Build in value
• Focus on the content
• Social roadmap
• Contests and rewards
• Membership privileges
• Deals and discounts
RETENTION
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• Let social guide email
content and vice versa
• Finding an audience
• VisitMyBaltimore.com
Focus Group
• Baltimore Buzz Brigade
CROWD SURFING SOURCING
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• Build awareness for Circus3 and Michael Phelps
Celebration
• Twitter, Facebook, and geo-targeted email list
ACTIVATING THE CHANNELS
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• There is a learning curve (on both sides)
• There is a benefit:
frequency + consistency = authority + loyalty
• Integrating email and social amplifies the message at
next to no cost
• Acquisition and retention comes through multi-channel
engagement
IN CLOSING ….
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Tom RoweDirector of Web MarketingVisit [email protected]@BaltimoreMD
15
THANK YOU!
Amy HollomonClient Services ManagerBlue Sky [email protected]@Ammi
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