This is the presentation by Corissa St. Laurent on integrating social media and email marketing. It was delivered at Social Media FTW 2011, a large social media marketing conference held in Maine.

1. Email Marketing in a
Social Media World
Best Practices for Your Success
Corissa St. Laurent
Regional Development Director
Constant Contact
Copyright © 2011 Constant Contact, Inc.

2. Email & Social Media Marketing Best Practices
Connect | Inform | Grow
■ Connecting with people who care about you
■ Informing with messages of value and interest
■ Growing with targeted outreach and action
Copyright © 2011 Constant Contact, Inc. 2

3. Email & Social Media Go Hand-In-Hand
Email Marketing Social Media Marketing
 Permission Based  Two-way Conversation
 Personal, Relevant, Anticipated  Humanize Your Brand
 Top of Mind Awareness  Facilitates Word of Mouth
Together, they help build deep relationships
with your customers and reach new audiences
Copyright © 2011 Constant Contact, Inc.

4. Engage the Right Audience
Raving Prospects Disinterested
Fans Customers
Suspects
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5. Email + Social = Lasting Relationships
Build a loyal following!
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6. In A Pickle: Building Community & Sales
In A Pickle is a favorite local
restaurant in Waltham, MA
They send a weekly newsletter to
update customers on special deals,
new menu items, and events
They use social media to
experiment, push on-the-fly
specials, get feedback from
customers & build community
They use email as the hub that
brings everything together
Copyright © 2011 Constant Contact, Inc.

7. STEP 1: Invite People to Connect
Incoming or Events Email Place of Business Online
Outgoing Calls and Meetings Signature Guest Book
4
2 3 5
1
57% of consumers will fill out a
card to receive email alerts
when asked to by a clerk at a
local small business. Customer & Prospect Database
Source: Transact Media Group
Copyright © 2011 Constant Contact, Inc .

8. Kick-start Social Media Following
Announce your social media
presence in your newsletter
with a clear call-to-action
Include social media sign up
icons in every email so
subscribers can join you on your
social sites
Include standard links in every
email so subscribers can share
your content
Copyright © 2011 Constant Contact, Inc.

9. Broadcast Social Media Presence Everywhere
■ Add social media icons
to:
• Website
• Print collateral
• Outgoing email
signature
• Billboards/signage
■ Announce social media
presence in:
• Radio
• TV
• Live events
• Voicemail message
Copyright © 2011 Constant Contact, Inc.

10. STEP 2: Create Content That’s Read & Shared
10
Copyright © 2011 Constant Contact, Inc.

11. Vary Your Content & Keep it Fresh
■ Information, tips, and practical advice
■ Questions asked by your customers
■ Special offers and exclusive deals
■ Links to:
• Archived email marketing newsletters
• Polls and surveys
• Event homepages and registration pages
• Blogs
• Websites
• Product or service reviews
• Discussion topics
• Videos, photos, podcasts
Copyright © 2011 Constant Contact, Inc.

12. Keep Content Concise & Conversational
Copyright © 2011 Constant Contact, Inc. 12
.

13. Reuse Content
Copyright © 2011 Constant Contact, Inc.

14. The Currier Museum of Art: Engaging Patrons
The Currier Museum of Art is an
internationally renowned art
museum located in Manchester, NH
They use email and social media
to keep in touch with members
and relay information in a
professional, timely manner
In their email newsletter they
encourage people to tweet from
special events, to share
discoveries and information,
engaging followers and
motivating others to visit
Copyright © 2011 Constant Contact, Inc.

15. STEP 3: Review Your Campaigns & Take Action
+
Email ESP Tracking Code Interaction
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16. Capitalize on Click-Throughs
Use click tracking to determine:
■ Audience interests
■ Determine topics of interest
■ Save clickers in an interest
list for targeted follow up
■ Goal achievement
■ Use links to drive traffic
toward conversion
■ Compare clicks to
conversions and improve
Take Action!
Copyright © 2011 Constant Contact, Inc. 16

17. Measure Effectiveness with Social Stats
Copyright © 2011 Constant Contact, Inc.

18. The Swinery: Increasing Their Reach
The Swinery is a
specialty butcher shop
in Seattle, WA
They sent an email
newsletter to 3,765
subscribers
Received 816 opens
(22%)
Also, it was viewed an
additional 485 times &
”liked” by 181 readers
Represents a 60%
increase in reach

19. Email + Social = Better Results
Faster List Growth
14.4% for Email + Social vs. 8.9% for those just using Email
Larger Average List Size
53.0% larger for those using Email + Social
Higher Click-through Rates
5.7% greater for those using Email + Social
Source: Constant Contact Study; July 2011 to August 2011
Copyright © 2011 Constant Contact, Inc.

20. Take the Next Step
Email + Social =
Success, Guaranteed.
Sign up for a free Email Marketing trial.
Satisfaction guaranteed.
Arm yourself with the tools, playbook, and coaching to get your first campaign in
front of your email subscribers and social networks. Watch your business grow!
Sign up today! Fill out a card at the registration desk
or
Call toll-free: 866-876-8464
Attend a Free Webinar Get a Social Media Quickstart!
Learn more about how social media Get started building connections
marketing can help small business and through social media marketing,
nonprofits optimize marketing efforts. today!
constantcontact.com/learning-center socialquickstarter.com
Copyright © 2011 Constant Contact, Inc.

21. Thank You!
Corissa St. Laurent
Regional Development Director
Constant Contact – New England
Email: cstlaurent@constantcontact.com
Schedule: www.constantcontact.com/newengland
facebook.com/constantcontact.corissa
@corissactct
NEED HELP?
Contact Support at: 866-289-2101 or on Twitter @ctcthelp
Copyright © 2011 Constant Contact, Inc.