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Exact Target Email & Social Integration
1. Agenda
Why Integrate?
Some Best Practices
Examples
Social Forward
2. Why Integrate?
1. Facebook - 350 MM Members
“If Facebook was a country, it would be the fourth largest in the world.”
2. LinkedIn – 101 MM users (09.09)
3. Twitter – 19.37 MM unique visitors (10.09)
4. Pew Internet & American Life Project’s Survey Results:
o 75% of online adults 18-24 have a profile on a social network
o 57% of online adults 25-34 have a profile on a social network
o 30% of online adults 35-44 have one
o 19% of online 45 to 54 year olds have a profile
o 10% of online 55 to 64 year olds have a profile
o 7% of online adults 65 and older have a profile
-2,253 adults
5. 35% of American adult internet users have a profile on a
social network
2/2/2010 2 WebsiteBiz
3. Why Integrate?
Social Media Is NOT Replacing Email
“… social media use
appears to make
people consume
email more, not
less, particularly
for the heaviest
social media users.”
- Nielson Company, April 2009
2/2/2010 3 WebsiteBiz
4. Email Best Practices in a Social World
1. Simplify
o Shorter attention spans
• World of 140 character ‘tweets’
o Include links to read more content after a teaser
o Mobile phone displays
o Label images with alt-text
2. Consider ‘Retweet’ Ramifications
o Shorten
o Concise ‘teaser’
o Image selection
2/2/2010 4 WebsiteBiz
5. Best Practices to Engage Through Email
1. Ask subscribers to become engaged
o Follow Us On…
2. Present benefits of engaging
o “Bio: FREE MOOSEJAW TEE THING: We give a Moosejaw
Tee away each day to one of our followers on Twitter.“
3. Consider devoting broadcasts entirely to an invitation event
o Filter users who click from future invitations
4. Consider adding invitations to email signature
5. Test, Test, Test
2/2/2010 5 WebsiteBiz
6. Examples – Organic Bouquet
The Good:
oClear CTA
oLarge Buttons
The Bad:
oNo Benefits
oAt The Bottom of Email
2/2/2010 6 WebsiteBiz
7. Examples – Charlotte Dentistry
The Good:
oClear CTA
oLarge Buttons
oClear Benefits
oClean & Concise
The Weary to Some:
oNon-Traditional Message
2/2/2010 7 WebsiteBiz
Tinker w location of share links. Even consider adding links to your company email signature.
Tinker w location of share links. Even consider adding links to your company email signature.
Keyword Search: Women’s Holiday DressesBad alignment of keyword and landing pageNo good call to actionLimited to no product descriptions/teasersOffer on sweaters are very small and hard to readGood thing they did take us to the women’s section of the website
Keyword Search: Women’s Holiday DressesBad alignment of keyword and landing pageNo good call to actionLimited to no product descriptions/teasersOffer on sweaters are very small and hard to readGood thing they did take us to the women’s section of the website
