The document discusses integrating email marketing with social media. It notes that while Twitter has 50 million users, email still has over 1.4 billion worldwide users. Social media usage can increase email usage and engagement. Techniques discussed include adding social sharing buttons to emails and landing pages, targeting the right networks like Facebook, creating shareworthy content, and testing different approaches. The key is to understand what motivates people to share content and use automation to send triggered emails at relevant times in the user lifecycle.

1. Integrating Email With Social Media Loren McDonald, Silverpop @LorenMcDonald John Getze, Monster @johngetze

3. Email is Dead, Right? CAN-SPAM Act Twitter SPAM Changing Demographics RSS Facebook IM Mobile Overloaded inbox

4. Twitter is Hot, But Email is Ubiquitous Twitter has roughly 50 million users *The Radicati Group Email has more than 1.4 billion worldwide users*

5. In Fact, Social Usage = More Email Usage

6. Email marketing outperforms virtually all other media in terms of ROI* *DMA, CMO Council Email Still Rules Dude

7. Email FTAF is The Old Viral Less than 0.1% CTR

8. Social Email is The New Viral 0.5% CTR

9. One to One to Many

10. Extends the Reach of Email Social network users are, on average, connected to between 150 and 200 friends 24% average increased reach

11. High-Value Sharers Emerge

12. Agenda How Does Share-to-Social Work? Monster Communities Case Study The 6 Keys to Success Key Takeaways Q & A

13. Share-to-Social (S2S)/Share With Your Network (SWYN): How it Works

14. This is NOT Share-to-Social/SWYN… But this is…

15. Insert Share Links ESP Or Custom Coding http://www.email-marketing-reports.com/iland/2008/10/coding-emails-and-landing-pages-with.html

16. Personalized by recipient

17. Shared with Friends

18. Monster Communities Case Study

19. Social links in email landing page FireLink fan page on Facebook

20. Share-to-social links on landing page

21. Post content to Facebook profile

22. Social links in email landing page FireLink fan page on Facebook

24. photos

26. The 6 Keys to Successful Integration of Social Networks and Email

27. 6 Keys to Successful Social/Email Integration

28. 1. Understand What Motivates People to Share

29. What Motivates People to Share?

30. Contributing to the Conversation Sharing benefits people through the value of the information shared in return

31. Self Interest Sharing rewards the pocketbook

32. Altruism Sharing makes them feel good

33. Validation Sharing feeds the ego

34. Affinity Sharing makes people feel more a part of the "community"

35. Prurience Sharing makes people feel less guilty for gawking

36. 2. Target the right social networks and media

37. Facebook Links Included 100% of the Time B2B Emails LinkedIn = 83%

38. Are 4 to 5 Networks the Right #?

41. 3. Educate subscribers on how/why to share

42. Why Education is Key Despite growth, “sharing” is still early Different levels of social adoption Sharing features/networks can differ in approaches

43. Share to Social in Action Announce…

44. Explain...

45. Encourage

46. 4. Optimize email sharing design and link location

47. Link Location - Top, Middle or Bottom?

48. Content, Content, Content

49. Eat Better America - Bottom

50. Eat Better America - Top

51. Dinner Made Easy - Bottom

52. Dinner Made Easy – Near Top

53. 5. Create shareworthy content

54. 8 Keys to Shareworthy Emails

56. Event /Webinar Notifications

58. New season / product announcements

61. Transactional Emails

62. Long newsletters

64. 6. Test, Analyze and Refine for Increased Sharing

65. Test – What’s Working/Not Working Copy/Content/Offers Link Style, Location Broad versus Narrow Focus Messages Viral-Only Messages High-Value Sharers…

66. Identify Key Influencers Identify recipientswho shared yourmessage Create lists of key influencers Target them with future offers andincentives

67. How to Measure Success Process Email share click-through rate Network opens/rate Network clicks/rate Performance by network Who is sharing – influencer rates Output New subscribers Additional reach Conversions/revenue

68. Results 800 recipients shared the email offer 8% list growth 33% people who viewed a shared item clicked through to the offer 3x CTR of their standard emails

69. What to Tell Your Boss $0 5X 25%

70. ...but it does require more than just inserting links

71. 4 Extra Email Marketing Tactics for 2010

72. 1. Capture and Use the Right Data

73. Data: They key to email relevance, and therefore your success

74. Data Is the Foundation of Relevance

75. Why Preference Centers?

76. Preference Center Touch Points

78. Marital status

79. Age ranges on signup

80. Wedding anniversary

82. Married

83. Kind of old guy

85. Progressive Sign Up

86. Net-a-Porter

87. Society of London Theatre

88. Targeted Communications Based on Age Under 26 targeted mailings Age centric subject line Sent to recipients under 26 years Open rates around double average open rates Mailing for the over 50’s Targeted discount offer Open Rates 75% above average open rate

89. 2. Welcome Emails – Start the Relationship Right

90. What is the first email your subscribers receive? Do you throw them in mid-stream, or “welcome” them into the relationship?

91. Research by marketing publisher MarketingSherpa shows email subscriber interest begins to disintegrate as soon as two weeks after the opt-in, as measured by the open rate. Within two months, the open rate typically falls 20% to 25%. The Honeymoon is Over!

93. Welcome Email Immediate Offer versus Customer Data Collection (aka digital handshake)

95. Williams-Sonoma 3-Part Series

97. Single email

98. IT Generated

99. No marketing messaging

100. HTML

101. 2-part email series

102. Marketing generated

103. Promotions, education75% increase in conversions

104. 3. Incorporate Personality/UGC

105. Do your emails stand out? Do they talk at, or with customers? Stand-out from the rest of the crowd, make your subject line POP!

106. We Like Personalities Jim Cramer – Mad Money Keith Olbermann – MSNBC

107. …Not Faceless Corporations

108. Can we talk? More than ever, we want to connect with brands via real people Think Twitter We want a personal note, not a direct marketing promotion

109. A Dash of Personality Tone From a real person Humor Employee, customer stories/comments UGC “Relatable”

110. Incorporating Social Aspects Within Emails Comments User ratings Top read, top purchases, etc.

111. Woot is a Hoot

112. Like, Awesome Dude!

115. 4. Move to Lifecycle / Behavior/ Trigger / Event-Based Messaging

116. Make your conversations with your customers happen in real-time

117. You Know Who You Are… 20 Emails in 22 Days Free Shipping 20% off

119. Break Through the Clutter With New Message Streams Triggers Notifications Alerts Reminders Aggregators Updates Closeouts …and more

121. Anniversary

122. Holiday

123. Season/Weather

124. Renewal

125. Replenishment

126. Sale/Special

127. Service due

128. Special Event – e.g., Super Bowl

129. News event

130. Recent purchase

131. Abandoned shopping cart

134. Nearly 200% higher than our broadcast average

135. 18.5% Click through rate

136. More than 200% higher

138. (Nearly 150% higher than broadcast average)

139. 13.8% Click through rate

140. (125% higher than broadcast average)

143. Key Takeaways Make your emails shareworthy Capture and use the right data Start your subscribers off right Incorporate personality Use automation – triggered and lifecycle Test everything and don’t be afraid to fail

144. Resources Whitepaper, Email Marketing Goes Social Emails Gone Viral, Social Sharing Benchmark Study

145. Q&A lmcdonald@silverpop.com@Silverpop@LorenMcDonaldwww.slideshare.net/silverpopwww.silverpop.com john.getze@monster.com@johngetzewww.monster.com