Making the Most of Your ADMA Membership The Benefits of ADMA Membership.
Email Working With Social Networks Adma July 9 09
53
Email Marketing Goes Social How Email and Social Networking can Work Together ADMA Forum 2009 July 9 th , 2009
description
As social networking spreads across the digital landscape, beyond dedicated sites like Facebook and MySpace, email marketers are uniquely poised to leverage the communications channel as a venue for exposing people to their products and brands. By creating email marketing campaigns with social networking aspects, you can tap into this internet trend to influence the influencers, nurture current email relationships and increase the size of your email list.This presentation will show delegates how Air New Zealand successfully utilised email and social networking to increase subscriber lists, revenue and response rates. In addition the session will answer what many marketers want to know - "How do I identify the social influencers on my email list?" and “What do I need to do to manage the social networking phenomenon?” The presentation will also provide numerous case examples of how other brands have found strong success incorporating social networks and other channels into their email programmes.
Transcript of Email Working With Social Networks Adma July 9 09
Email Marketing Goes SocialHow Email and Social Networking can Work Together
ADMA Forum 2009July 9th, 2009
Speakers & Agenda
• Will Schnabel– VP International,
Silverpop
• Larry Lentz– Online Marketing
Manager, Air New Zealand
• Agenda– How email intersects
with social
– How does it work
– Case Studies
– Sneak-Peak: Social Email Study Results
– Questions & Answers
Integrating Email with Social
The Informed Consumer
Customers & Prospects are:
• More informed than ever• Seeking out relationships• Asserting more control• Expecting companies to
participate in dialogues with them
The Rise of Communities• In Australia, 75% of adults use social technologies
• 41% of youth aged 12 to 21 visit social sites daily
• 50% of adult Australians are members of social networks (with 4.6M on Facebook alone)
• Social users are connected to between 150 and 200 ’friends’
• 40% of social network participants use social sites to gather product information and recommendations
So Is Email Marketing Dead?
• 92% of adult Internet users send or read email — more than regularly visit any social network*
• Email still delivers one of the lowest costs per order and 2-times the ROI of any other digital channel**
*Pew American Life & Internet Study**AberdeenGroup
Email is Alive and Well
The efficacy of a normal email campaign
Social networks expand virally
Social email is the new viral
Social email is the new viral
Extend your reach
• Brand exposure• Impressions• Acquisition• List growth
Generate buzz
• Viral buzz• Word of mouth• Brand awareness
Generate more than just buzz
• Reach more buyers• In more places• With less effort• And little to no
additional expense
Identify your influencers
• Loyal enthusiasts• Brand evangelists• Your connection to a wider market
How does it work
Select social networks during creative
Icons are added to creative
Recipients share to the network
Email Subject line becomes “Title” and
“Mailing Notes” become the Meta teaser-
text to be displayed.
Email recipient can add their
own comments or
endorsements
Select a thumbnail
image from the email creative
Friends are notified
You report and target
Identify key influencers
• Identify recipientswho shared yourmessage
• Create lists of key influencers
• Target them with future offers andincentives
Are you Shareworthy?
Hints and Tips
Make your messages Shareworthy
• Build trust and engage with your customers.
• Know what motivates your customers.
• Keep the message simple.
• State the value.
• Make sharing options visible and easy.
What B2C emails are Shareworthy? Great offers New season / product
announcements Sale Notifications
What B2B emails are Shareworthy?
Relevant Articles
News / Press Releases
Event /Webinar Notifications
What’s not Shareworthy?
× Long newsletters
× Highly Personalised Emails× Transactional
Emails
× Negative News
Case Studies
Air New Zealand• Company Overview
– Air New Zealand services the Asia/Pacific region, Europe, and North America as well as two dozen cities within New Zealand
– Have a successful email communications program • Using dynamic content capabilities allows Air New Zealand to send
relevant emails based upon subscriber’s origin city in addition to promotion of events based upon zip code
• Challenge– Seeking new ways to engage and expand their existing
customer base • Solution
– Utilizing ‘Share-to-Social’ feature as a channel to build customer advocacy
Air New Zealand – Share to Social
Air New Zealand – Share to Social
Sharing the right email Relevant offer Provides customer with
flexibility of messaging and display
High “share-ability” with many options
Comparison of Results• Promotional email to its
Canadian list had an overall open rate of 31% and click rate of 11%.
• Of those who posted to a social network: – 46% shared on Facebook– 45% shared on Twitter– 2/3 of those that share on
Twitter open up the Tweet versus only 1/3 on Facebook
• 33% of those who posted had at least one open of the post
Comparison of Results• Promotional email to its UK list
had an overall open rate of 24% and click rate of 4%.
• Of those who posted to a social network: – 44% shared on Facebook– 32% shared on Twitter– Only 2% of those that share on
Twitter open up the Tweet versus 97% on Facebook!
• 25% of those who opened a shared post clicked through
• No one clicked on the “Share with a Friend” (F2AF) link
National Express East Coast Trains
• Company Overview– National Express ECT are a U.K. National Train Operating
Company– Have a well established email communications program
which includes targeted content for newsletters and special offers
• Challenge– Wanted a cost effective and efficient way to get their
offers, already well received, into the wider community• Solution
– Integration of their email communications with social networks through the utilisation of the new ‘Share-to-Social’
National Express – Share to Social
Sharing the right email
Compelling offer Simple messages Explanation of the links
Results• 800 recipients shared the
email offer • 80,000 additional
impressions • 8% list growth• 33% people who viewed a
shared item clicked through to the offer – 3x CTR of their standard
emails
A First Look
2009 Social Sharing Study
2xincrease in sharing activity
Branding in subject line
293%increase in CLICK THORUGHS
on shared content
1.5xincrease in sharing activity
Offer in subject line
The Networks
Most used…
90% share rate
Most likely to click…
318% above average click
rate
The Offer
This slide intentionally left blank
2xhigher share rate
compared to multi-offer
% off resonates
4xhigher shared rate
compared to dollar off
Layout and Content
GoodHeader or footer of email. Matching style of font and
text.
Placement and style matter
Header 1.5x better than footer.
BetterProminent placement in middle
of message body.
Placement and style matter
2x better!
How long do socially viral email live?
11-15 days of share
activity from initial share
Putting it to use
Getting started with social email
• Focus on ‘Shareworthiness’
• Make it easy to share
• Monitor social ‘buzz’ (and engage)
• Identify and reward your influencers
• Test everything and don’t be afraid to fail
Resources
• Whitepaper, Email Marketing Goes Social
• Social Study w/ full results available on www.silverpop.com
Thank you!
[email protected]: @wschnabel or @silverpop
www.slideshare.net/silverpopwww.silverpop.com
