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Hello everyone and welcome to "how to supercharge email campaigns with social media data."
This webinar will talk about how marketers can finally combine email and social media in meaningful ways and leverage the data from both channels to build relationships and close sales.
First, a few house-cleaning items…
Your speakers today will be Miles Williams, the chief marketing officer of Movable Ink, and Jim Belosic, the CEO of Shortstack.
Now that you have some great ideas on how to generate leads, let’s talk about some ideas on how to turn these leads into customers.
I’m sure you are all familiar with the customer buying cycle that you can see on your screen.
Generally speaking, the journey starts with Awareness of your product/service, moves along to Interest, then Evaluation, then Purchase. Post-purchase, the journey continues into Retention and Upsell.
The key to lead conversion is understanding where at in the buying cycle leads are when they become known to you, communicating the proper message to them using the proper channel, to ultimately move them from one phase to the other.
Let’s start by looking at how to determine where leads are at in the buying cycle these leads are, based upon their engagement with your company.
AWARENESS STAGE = First introduction to your product and this is the point where customers first discover they have a need/want for your product or services. They are downloading/visiting thought leadership-esque materials, they might be visiting your home page or your about us page, or your storefront if you have a brick-and-mortar shop.
INTEREST STAGE – They have identified that they have a need and are seeking out detailed information on a solution. They might look at product pages on your site, read through case studies of how others have satisfied their need/want, or they might be requesting a live demo.
EVALUATION – They see that you have a viable solution to their problem and are interested in seeing proof points, testimonials, case studies, pricing pages, etc.
The second step is to respond to customer engagement according to their location in the buying cycle.
In the earlier phases of the journey, customers are typically more interested in self-serve research and are not yet prepared to have a conversation with Sales.
Capitalize on this by sharing content relevant to the stage they are in, then by graduating them from one stage to another based upon the level of engagement they have shown.
So for those in the awareness stage, send thought leadership content so that prospects see you as a leader in the space and will have a positive perception of your brand. Content like…
For those in the interest stage, sending more detailed information on your product or service will help prospects to learn that you can solve their problem or satisfy their need. Content like…
For those in the evaluation stage, sending testimonial-esque content will help prospects to see how your product or service has benefited other prospects just like them and leads to a seamless handoff to sales, if sales outreach is a part of your selling process.
Unfortunately, there is no universal formula for the level of engagement that should be observed to graduate a prospect from one stage to another, so you’ll just have to test and optimize based upon the learnings from your testing.
APIs can also be used to automatically display the most up-to-the-minute product offerings to subscribers.
In this email, eBay included daily fashion deals that were separated into dynamic categories like Handbags and Luxury Sunglasses, along with regular deals under Hot Picks or Sales Ending Soon.
This increased awareness for various product offerings that ebay wanted to promote and allowed them to adjust these offerings based upon inventory and response rates.
As the product offerings changed, the content in the email updated every time the email was opened. This means that you can send emails once without having to go back and change content every time the offers change.
For those of you with brick-and-mortar locations, by looking up a recipient’s IP Address at the moment the email is opened you can geo-target the recipient and send them information relevant to their physical location at the time of the open.
For this email, Ivivva used geo-targeting to add a map displaying the showroom closest to the recipient at the moment that they opened the email, which in turn helped to drive in-store visits.
Live feeds from your social media channels are a great way to communicate to prospects in the evaluation phase of the buying cycle and API integrations make this easy.
In this email, Hyatt featured their Hawaiian properties by including the local weather forecast at the top of the email, along with a social feed of the latest photos posted to the Hyatt Instagram page.
Not only did this make the email more engaging to subscribers—it also drove traffic to Hyatt’s social media channels.
API integrations are also a great way to leverage real-time social content from multiple channels to engage customers and build brand loyalty.
In this email, Dunkin’ Donuts showcased their latest Tweets and Instagram photos around the hashtag #ddperkslove, and the social feed was updated every time the email was opened. This became a testimonial machine for Dunkin’ Donuts and produced testimonials that are far more genuine than static quotes or case studies.
Lenscrafters is one of our clients, and one of their biggest drivers of revenue is appointments. They wanted to make the appointment process easy – as well as personalized – for recipients who opened on mobile or desktop.
We used geo-targeting to display the location that was closest to the recipient at the moment that they opened the email and we used an API integration to display actual appointment times that were available at that specific location as of the moment that the recipient opened the email.
Communication should continue long after prospects become customers and smart communications can help you to gain additional insight into your customer’s behaviors and preferences.
We worked with Yahoo to create an API integration allowing them to conduct a live survey with their customers directly from their email. Results were updated in real-time (at the time of the email open) and the knowledge of their customer vacation preferences will allow Yahoo to further segment their audience for future vacation/travel-related promotions.
Knowledge of the device that the prospect is using when engaging with your email can also help to make your content even more relevant, thus increasing prospect engagement.
Sprint used our device identification technology to customize one of their upsell emails so that they offer they teed up was applicable to the device that was used to open the email. Prospects that opened the email using a phone were shown phone-related offers, those that opened using a tablet, were shown tablet-related offers.
The keys to success with all of these lead conversion tactics are personalization and relevance.
Personalization is fairly straightforward, but to make emails relevant to a customer's current context, you need to use all the data available – including social – and bring it into the inbox.
For those of you that can do this efficiently and effectively, email can become a central hub for customer experience.
Thanks for your time today…we hope you found the content useful and are walking away with some great ideas on how to generate leads and how convert them into customers.
With the time we have remaining, we’d like to open it up for any questions that you might have.
Find More Customers Before Someone Else Does: A Webinar with Boombox and Movable Ink
Quizzes and Context:
Generating Leads and Turning
Them Into Customers
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Director of Demand Generation
Content to for a
Using Email to
Turn Leads into
Join the Conversation:
And it’s something we
hated while we were in
schoolType to enter text
We’re not in school anymore.
And now we love quizzes
Tips for outcome quizzes
The most “efficientive” process:
• Identify outcomes
• Map differentiating factors
• Be creative with your questions
Work backwards – tie to CTA
Write these first and decide on the CTA.
Make sure people would be proud to share
This is buyer persona data…
Sure your CTA relates to the outcome.
Hey 3PO – you’re research driven, so why not dow
nload this guide…
Now that you have all these
leads, what do you do with
STEP 1 = Determine Your
Customer’s Location In Journey
AWARENESS INTEREST EVALUATION
Visiting Product Pages
Request A Demo
STEP 2 = Respond According To
Their Location In Journey
AWARENESS INTEREST EVALUATION
Links To Product Pages
(Possible) Sales Rep
Social Content From
Live Social Feed
(Possible) Sales Rep
By using web cropping & API integrations to
display the latest product deal & businesses
can automate much of the email production
process when running similar deals.
In this email, eBay used an API integration
to crop a send a daily product email. As the
data changed, so did the content in the
emails. That way, the team could send the
emails without actually changing the details.
Clothing brand ivivva used geo-targeting to
display the closest showroom to the
recipient at the time the email was opened.
This helped to drive in-store visits, given
that recipients were shown the showroom
that was closest to them at the moment of
relevance (eg: when the opened the email)
instead of the showroom that was closest to
the recipient’s mailing address.
Live Social Content
Creating a real-time social experience in an
email can combine the engagement of
social media with the ROI of email
Hyatt decided to make emails more
engaging and interesting by adding a live
feed through a custom API Integration.
User Generated Content
Dunkin' Donuts leveraged a social API
integration that showcased the latest Twitter
and Instagram photos tagged with
By emphasizing user-generated content
with this integration, Dunkin' Donuts more
or less built a self-generating customer
testimonial machine that is both entertaining
for customers and builds loyalty for the
Lenscrafters wanted to allow recipients to
book eye exams from right within the inbox
– taking out the extra step for the customer
to make that decision to purchase.
By using geo-targeting to show the closest
locations to the recipient and using an API
to flow in available appointments,
Lenscrafters improved click-through rates
Leverage the Inbox
Communication doesn’t stop just at the first
purchase. Retain those customers and
turning them into loyalists.
Yahoo used an API integration to live poll
their customers directly from within the
inbox. Knowing which vacation spot they
prefer, Tahiti or Hawaii will allow them to
further segment and send relevant vacation
Retention and Upselling
There’s nothing worse than an email with
Sprint customized one of their emails to
react to the recipient’s device and send
much more targeted offers. If recipients
opened the email on an Android phone they
were shown offers for the latest phones. If
the email was opened on a tablet, the
content changed to show a tablet
Be Extremely Relevant
Want to learn
more?Get in touch, we'd love to hear from you!
Visit our blog:
Download our eBook: "7 Ways to Use API
Integrations in Your Email Campaigns”