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Em@il Marketing integration and automation tactics that ... · 1 \\ Em@il Marketing integration and...
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1 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI. www.StreamSend.com
Em@il Marketing integration
and automation tactics that lift
conversions and boost ROI.
How to successfully incorporate social, video,
remarketing and marketing automation into
your Email Marketing strategy.
www.StreamSend.com Email Marketing + Social Delivery
2 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI. www.StreamSend.com
Email is far from dead. In fact, it’s thriving. Savvy marketers are still investing the bulk of their digital budget in Email Marketing.
“Email marketing has an ROI of 4300 percent.”
- Direct Marketing Association
“Email marketing was ranked
the best channel in terms
of investment....”
- Econsultancy Email Marketing Census 2014
3 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI. www.StreamSend.com
Email Marketing is the primary driver of ROI. But that’s far from the end of the story. It’s just the beginning…
Email Marketing budgets grew 11% in 2013, and over
half of email marketers expect that to climb again in 2014.
But top marketers aren’t just spending more, they’re spending
smarter by optimizing for mobile, making Email Marketing
engage with social platforms, and by driving campaigns
that segment and automatically respond to customers.
4 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI. www.StreamSend.com
Email Marketing integration and automation isn’t theory. It works!
The game has changed, and so have the rules. With new
channels and communication options continually unfolding,
it’s essential that marketers stay on their toes to adapt,
survive and thrive. This guide shows how.
Table of Contents
Adding social media to your Email Marketing mix Page 5
Segmenting and closing the sale through marketing automation Page 8
Boosting email engagement with Video Page 11
Extending your email campaign’s lifecycle with remarketing Page 13
4 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI. www.StreamSend.com
5 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI. www.StreamSend.com
It’s simple math. . . Email Marketing + Social Media = Powerful Results.
“ Emails that include social
sharing buttons have a
click-trough-rate 158%
higher than emails that
do not include social
sharing buttons.”
- WebDAM
Social media has transformed the way consumers make purchase
decisions, gain more information about products and services,
and find deals and purchase incentives. With over one billion
social media users, adding social media to your email strategy
can produce large campaign response lifts.
Below are proven tactics that should be incorporated:
• Content
• Give Reasons to Share from Email to Social
• Your Email
• Landing Pages
• Lead Generation
• SEO - Leverage for Your Engagement and Landing Pages
6 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI. www.StreamSend.com
Content:
First, figure out the goal and style of your campaign’s content.
Tailor language, images and offers that pull visitors to a lead
capture or purchase form. Keep in mind, the messaging must
work for all your social media pages, landing pages
and emails.
Give Reasons to Share from Email to Social:
A person needs a reason to pass along and recommend your
content. Give it to them with engaging imagery, coupons,
discounts or referral programs. Make sure share and
pin buttons are everywhere.
Email Design:
When designing an email template, in addition to mobile
rendering consider how the actual content will be repurposed
as a Facebook tab and/or embedded into a blog post. Always
take advantage of the ability to “create the message once
and deliver it everywhere” with the click of a button.
This saves you time and money.
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7 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI. www.StreamSend.com
Landing Pages:
This is where you ask your prospects and customers to
take action. Make sure your landing pages have the same
message, look and feel as your Email Marketing piece, and
that they include a prominent call to action. Shorter lead
capture forms work better than longer ones. You can’t have
too many landing pages, so use email templates that double
as landing pages to get your message out. Schedule them
to automatically repost to social.
Lead Generation:
Convert social network users into email subscribers by
embedding an email opt-in form on social media pages,
blogs and pin boards. A compelling call to action is
crucial to opt-in.
SEO - Leverage for Your Engagement and Landing Pages:
Search engines will continue to find your landing pages, social
pages, and share boards for months to come – and Google +1
will show your pages to friends – bringing users back to your
doorstep and providing your offer with another chance to
be seen, acted on or shared.
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8 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI. www.StreamSend.com
Marketing automation – the path to more sales.
“ Triggered messages
yielded 75.1% higher open
rates and 114.8% higher
click rates, compared to
non-triggered email.”
- North America Email
Trends and Benchmarks
Why is email remarketing so effective? Because it’s accurate.
Each triggered communication is determined by an action or data
from the person receiving the message. That interaction can turn
an existing customer into a bigger spender, or turn a prospect
into a customer. Show a person that you understand their
interests, and they’ll be more receptive.
There are several types of email remarketing campaigns,
including lifecycle emails, lead nurturing, sales emails, dynamic
content and emails triggered by landing pages and forms.
Below are ways to maximize email remarketing:
• Strategy • Call to Action
• Planning • Email Frequency
• Messaging • Tracking
• The Look • Upkeep
9 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI. www.StreamSend.com
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Strategy:
Begin by defining your goals and the type of email remarketing campaign
you want to implement. Cart abandonment reminders? Purchase
association emails? Benefit driven landing pages and triggers? Welcome
emails introducing your services? Product trial upgrade emails? Requests
for reviews?
Planning:
Once your goals are clear, pick the triggers for your emails. You’ll need to
capture this information for timely, personal emails later. To deal with cart
abandonment, try emailing a few hours after, then a day later if needed.
Second emails often lift conversions considerably. Also, during a product
trial, try sending feature and benefit driven emails throughout the trial cycle.
Messaging:
Customize plans for the various segments of your database: existing
customers, existing prospects, past or inactive customers, new leads,
people who bought X, people who abandoned a shopping cart, etc.
Again, people will “unsubscribe” if you don’t address their needs. So be
consistent and mindful. Remember, emails are an extension of your brand.
The Look:
Appearance matters. The email should visually match its landing page.
The call to action should be in the HTML — not as an image — and appear
above the “fold.” Remember, fifty percent of emails are currently viewed on
mobile devices, so using responsive email templates to control how emails
will display across all screens is a must.
10 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI. www.StreamSend.com
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Call to Action:
There should only be one call-to-action. This benefits your customers
and will make it easier for you to measure what people respond to. When
appropriate, create a sense of urgency in your emails. People are more
likely to respond when given a deadline.
Email Frequency:
Allow prospects and customers to choose how often they want to hear
from you. It’s courtesy that is appreciated and keeps your unsubscribe
rate low.
Tracking:
Wherever possible, track what your customers and prospects do online.
Armed with information on browsing or purchasing habits, you can
make persuasive offers.
Upkeep:
Be sure to revisit each automated campaign periodically to keep them
fresh and relevant. Even if your email campaign has come to an end,
search engines will continue to find your landing and social pages for
months, bringing you fresh leads and initiating new automated campaigns.
11 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI. www.StreamSend.com
Video Email Marketing is on the rise!
“ Video Email Marketing
offers a return 280%
higher than traditional
direct mail.”
- Gartner Research
In today’s cluttered digital landscape, it’s extremely difficult
to capture the consumer’s attention. Incorporating video into
Email Marketing is one of the most potent ways to increase
email engagement.
Below are some tips for getting started:
• Video Length
• Content
• Format
• Email Design
• Lead Generation
• Subject Line
• Landing Page
• Tracking
• Track Everything
12 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI. www.StreamSend.com
Video Length:
Shorter is better. Keep your
video under 60 seconds.
Content:
Make sure your video
resonates with your audience
and is relevant to your product
or service.
Format:
Use a format that supports
both web and mobile video.
Smartphones and tablets are
too common to ignore. So
make sure your video plays in
both HTML5 and Flash.
Email Design:
Design your email so that
video is the primary focus and
is positioned above the fold.
Your video should be up to
400 pixels wide. Your email
should concisely state “what’s
in it for them” and why they
should watch the segment.
Lead Generation:
Consider adding a URL to
the video to create immediate
engagement and take viewers
to your landing page. Or add
a form right on to the video
which viewers can use to
subscribe directly to your
mailing list.
Subject Line:
Your subject line copy should
include the word “video” and
tie into the segment’s
subject matter.
Landing Page:
Design a landing page to
create continuity. In other
words, keep the audience
with you. Don’t send them to
YouTube!
Tracking:
Be sure to track open rates,
play rates, shares, etc.
and compare them to your
traditional email campaigns.
13 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI. www.StreamSend.com
Your campaign doesn’t end with your landing page.Search, display and automated emails can extend the lifecycle of your email campaign, increase conversions and boost ROI.
“ On average, 8% of
customers return to a site
to buy if the company
does no remarketing. With
a remarketing program
in place, however, that
average jumps to 26%. ”
- Shop.Org
An online remarketing campaign allows you to retarget people
who have clicked on your email, visited your landing page and
then serve them highly targeted offers after they’ve left your site.
Adding online remarketing to your email mix can boost your
campaign’s conversion rate significantly. Below are a few
things to keep in mind:
• Campaign Deliverables
• Content
• Creative
• Offer
• Landing Pages
14 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI. www.StreamSend.com
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Campaign Deliverables:
When integrating search into your email campaign, your marketing
deliverables should include an email template, the email campaign
landing page, display ads in multiple sizes, search text ads and
dedicated landing pages for your remarketing ads.
Content:
Your email campaign’s job is to get people to click through to your
landing page. Your landing page’s job is to get people to take action.
Your remarketing ads need to get people to go back to the site.
So while the campaign must be unified, each deliverable should
have distinct messaging based on its objective.
Creative:
Create multiple ads for each benefit or feature so that each time the
ad is served something new is learned about your product or service.
You might also want to consider creating various ad versions for
segmented audiences so that the right message is served to
the right audience.
Offer:
If someone has been to your site and converted, they should probably
get a different offer than those who haven’t converted. Should those
who did not convert on the first visit get a better offer than the ones who
did?
Landing Pages:
Create a dedicated landing page for the remarketing campaign
to ensure continuity. Remember, your first landing page did
not convert them.
StreamSend offers powerful, cutting edge - but easy-to-use -
features at a fraction of the price of others. In fact, StreamSend
provides everything you need to create a comprehensive,
integrated campaign seamlessly.
• Tons of email templates
• Easy-to-build landing pages
• Customizable sign-up forms
• List segmentation
• Triggers & auto-responders
• Video emails
• Facebook wall tabs and brand board
• Share to Facebook, Twitter, Google+,
Pinterest and more
• Social and email pre-scheduling
• Tracking email, social and video
from one location
Email Marketing + Social Delivery
The bottom line:Email Marketing integration and automation will yield better results. Period.
Email Marketing drives the highest ROI. Integration
with social and video makes it even more effective.
Find out how easy it is to develop
powerful integrated campaigns
with StreamSend.
Call 1-877-917-9454, or visit
Streamsend.com/EmailIntegrationAutomation