harnessing social media and mobile marketing for email campaigns
DESCRIPTION
Industry analyst David Daniels from The Relevancy Group discusses the latest trends and tactics to harness social and mobile marketing for your email marketing. * How changes in communication behaviors and the rising popularity of Facebook messages impact marketing strategies * The demographics that are using mobile and social messaging. * Tactics to consolidate measurement across channels in order to fully understand and improve subscribers' total engagement * Content tactics to empower sharing, make story lines more compelling and ensure that messages render appropriately on a variety of devicesTRANSCRIPT
Copyright © 2011 The Relevancy Group, LLC. All Rights Reserved.
Welcome to Alterian Webinar Attendees
Harnessing Social Media And Mobile
Marketing for Email Campaigns
Featuring:
David Daniels, CEO,
The Relevancy Group
Copyright © 2011 The Relevancy Group, LLC. All Rights Reserved.
Harnessing Social Media
And Mobile Marketing
For Email Campaigns
David Daniels, CEO The Relevancy Group
Follow David on Twitter @emaildaniels
Agenda
How is consumer messaging behavior changing
and what are the implications?
What impact will convergent messaging and The
Social Inbox have on marketers?
Which four tactics are necessary to connect
Social Media and Mobile Marketing to email
strategies?
How will marketing measurement change?
How does content play a roll in driving social
influence?
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
We’ve Become A Multi-Tasking Society
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Multi-Tasking Is Not New Behavior
Hair
dryer
Baby
Not an
iPad
Manicure
An Actual
Conversation
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Super Bowl XLV: Chevy Cruze, Real-time
Facebook Updates
“The all new Chevy Cruze with real-time Facebook
updates, when the good news just can’t wait”
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Super Bowl XLV: Chevy Cruze, Real-time
Facebook Updates
“The all new Chevy Cruze with real-time Facebook updates, when
attention dedicated to driving doesn't seem so important”
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Fine Tuning Preferences Will Further Drive
Consumer Expectations & Alter Communication
Patterns
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Email Remains A Key Part of Our Daily
Dialog and Drives Message Convergence
Email is our digital fingerprint,
required to participate in
online activities
93% of consumers user email
every day (Source- The Relevancy Group, “The
Social Inbox”, 1/11)
Today message convergence
is driven by devices and not
organizational sophistication
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Email Usage Remains A Persistent Daily
Activity For US Consumers
13%
53%
27%
6% 1%
Frequency of Checking Primary Personal Email Account
Hourly or morefrequently
Multiple times per day
Daily
Multiple times per week
Monthly, Multiple timesper month
Question Asked: How often do you check your primary personal email
account? (select one) Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States
Online Consumers Ages 13+
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Mobile Email Usage Soars Particularly
Among Younger Consumers
54% 50%
66%
52%
41% 37%
26%
14% 11%
0%
20%
40%
60%
80%
100%
13-18
19-26
27-32
33-38
39-45
46-53
54-60
61-70
71+
Perc
enta
ge o
f C
onsum
ers
Mobile Email Adoption By Age
Yes
No
Age
Groups
Question Asked: Do you currently access one or more of your personal email
accounts on a mobile device, such as a cell phone or smart phone? (select one) Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online
Consumers Ages 13+
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
We’ve Become A
Short Burst Society 50% skip commercials
550 million of us place short status
updates on our Facebook profile;
50% do so every day
350 million Facebook Messages
users
175 million use Twitter; 95 million
tweets each day
72% of U.S. consumers have SMS
plans, 203 million consumers
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Few Consumers See The Convergent Inbox
As A Desirable Feature To Switch Accounts
Question Asked: Why would you switch your primary personal email
account to another webmail provider? (select all) 3% selected “Other” Note: msg
and msgs = message(s), apps=applications
Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online
Consumers Ages 13+
26%
11%
13%
15%
17%
18%
22%
39%
41%
43%
45%
0% 10% 20% 30% 40% 50%
None of these
Integration to apps (e.g. word processor, spreadsheet)
Improved features (e.g. msgs sorted by relevance)
An improved address book
Improved mobile access to email account
Universal inbox for all msg types (e.g. SMS, IM, Email)
Better email composition tool
Faster speed and performance
Improved security and data privacy
Less Spam
Fewer viruses and scams
Reasons For Switching Email Accounts
Enhanced Inbox
Features Switch
Fewer Consumers
Percentage of Consumers Using Email
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Desire for Facebook Email Address Swells
to Nearly 50% of Online Consumers
5%
9%
12%
20%
58%
0% 30% 60%
I'd switch my tertiary or otherpersonal email account to Facebook
I'd switch my primary personal emailaccount to Facebook
I'd switch my secondary personalemail account to Facebook
I'd create a new Facebook emailaccount, wouldn't switch account
None, I wouldn't use Facebook'semail inbox
Consumer Desire To Switch To Facebook Email
Marketers Take Note!
Nearly 50% of US
Consumers will Switch
or Create an
@Facebook Email
Account, Creating Far
Reaching Engagement
and Economic
Implications for
Marketers and ESPs.
Question Asked: Which of the following personal email addresses would
you switch to Facebook's email offering? (select all) Note: ESPs=Email Service
Providers, Multiple selections allowed
Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online
Consumers Ages 13+
Percentage of Consumers Using Email
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Email Switching Behavior Requires
Marketers To Acquire Addresses In A
Connected Cross Channel Manner
59%
35% 28%
19%
44%
50%
58%
46%
37%
46% 41% 39%
34%
21%
11%
17%
11% 5%
3% 5%
1% 0%
20%
40%
60%
80%
Perc
en
tag
e o
f C
on
su
mers
Email Opt-in Behavior By Age And Channel
Opted into to email updatesfrom a site visited
Provided email address to amerchant at offline storecheck-out
Opted into email updates butdid so using my mobile phone
Added an email marketer'saddress to my address book
Signed up to get onlinebanking statements/alerts
Age
Groups
Question Asked: Which of the following have you done in the last six
months? (select all) Source: The Relevancy Group Consumer Survey, n=1001 11/10,
United States Online Consumers Ages 13+
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Typical Silo‟d Enterprises Will Fail
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Data & Content
Email Marketing
Social Marketing
Content Management& Production
Analytics Reporting Attribution
Relevant Subscriber
Segments & Testing
Integration & Process
Management
Mobile Marketing
Search
Marketing
Services Expertise Change Management
Marketing that is
integrated across
channels in a
manner that
leverages
addressable
customer,
subscriber or
prospect data
Marketing is driven
by a coordinated
customer centric
organization where
success is
measured by the
value of the
customer
experience
Connected Marketing Drives Greater
Effectiveness and Efficiency
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Connected Marketing Framework
1. Become a master of organizational
change
2. Institutionalize testing and reveal in
interactivity
3. Reconstruct and create new measures of
success
4. Let relevance guide every customer
interaction
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved – CMF4.ccom
Apply The Framework To Optimize
Social, Mobile and Email Connections
1. Make someone a champion and align goals
2. Consolidate measurement, listen & analyze
impact & influence
3. Integrate across a connected platform
4. Be a story teller, make the content compelling &
sharing easy & universal
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved – CMF4.ccom
Apply The Framework To Optimize
Social, Mobile and Email Connections
1. Make someone a champion and align goals
2. Consolidate measurement, listen & analyze
impact & influence
3. Integrate across a connected platform
4. Be a story teller, make the content compelling &
sharing easy & universal
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
20%
22%
23%
24%
25%
29%
30%
30%
31%
32%
0% 10% 20% 30% 40%
Adequate experienced staff
Lack of integrated customer data
Automating successful campaigns
Adequate staffing resources
Declining response rates
Knowing how to optimize our…
Analyzing campaign results
Email deliverability
Managing email frequency
Subscriber/list churn
Email Marketers Face Many Challenges
Question: What are your greatest challenges when conducting email
marketing? (select all) Source: The Relevancy Group n=674 4/10 (US 486, UK 188, Retail 181, Media 197, Travel 296) Selected
responses
Top 2010 Email Marketer Challenges
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved – CMF4.ccom
Find A Champion And Align Goals
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved – CMF4.ccom
Goal = Get More Email Subscribers
1. Appoint the Czar of list growth, merit them on this
key performance indicator if …
2. The call center is on board to ask for and confirm
email addresses. Individual incentives work.
3. The retail stores are on board to present the email
address question to their queue. A nickel an email?
4. Leverage mobile. Short codes to opt into email
programs … txt 45678 w/ [email protected] to subscribe
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved – CMF4.ccom
Email Marketers Your ROI Currency Is
The Worth of Your Subscribers
Source: “Email Marketing An Hour A Day” -
http://emailmarketinganhouraday.com/sample.htm
„ValueofEmailAdress.xls‟
Copyright © 2011 The Relevancy Group, LLC and Daniels/Mullen All Rights Reserved
Determine the value of
your email subscribers
• Simple calculation, at
least worth your
expense to acquire
them
• Complex calculation,
on average at least
$118.00
Apply The Framework To Optimize
Social, Mobile and Email Connections
1. Make someone a champion and align goals
2. Consolidate measurement, listen & analyze
impact & influence
3. Integrate across a connected platform
4. Be a story teller, make the content compelling &
sharing easy & universal
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Nascent Email-Social Tactics Require Services
To Further Advance Adoption
31% 29% 27%
18%
42% 42%
27%
38%
28% 29%
46% 44%
0%
10%
20%
30%
40%
50%
Leverage sociallyactive email subs
for acquisition
Develop apps forsocial networks
Using a "ListeningPlatform"
Combine Twitterand email metrics
Currently Plan w/in 12 months No plans to deploy
Question: Which social marketing initiatives have you currently deployed,
plan to deploy or do not plan to deploy? (select one for each) Source: The Relevancy Group n=674 4/10 (US 486, UK 188, Retail 181, Media 197,
Travel 296) Selected responses
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Online Social Networking and Media
Is Not A New Concept First CompuServe Ad, September 24, 1979
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Listen To The Conversations Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Who is Your Click, Your Influencer, Your Advocate?
Twitter Facebook
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Goal = Get More Influenced Earned Media
and Subscribers
1. Connect the Czar of influence to everything that the
brand does, merit them on this accordingly if …
2. Email subscriber engagement increases.
3. Positive buzz and the brand halo grows.
4. If advocates become an acquisition tool, to further
reduce operational acquisition costs.
5. If the influence, engagement, etc. is additive.
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Understand Subscriber Engagement and Make
That The Baseline To Measure Additive
Influence and Advocacy
Source: “Email Marketing An Hour A Day” - http://emailmarketinganhouraday.com
Page 42
Copyright © 2011 The Relevancy Group, LLC and Daniels/Mullen All Rights Reserved
Gather average Key Performance Indicators
Output into a
weighted
Indexed Score
Barometer of
Engagement
Apply The Framework To Optimize
Social, Mobile and Email Connections
1. Make someone a champion and align goals
2. Consolidate measurement, listen & analyze
impact & influence
3. Integrate across a connected platform
4. Be a story teller, make the content compelling &
sharing easy & universal
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Marketers Integrating Data Have Seen
Clear Benefits of Connected Marketing
45% 40%
33% 29% 29%
23%
0%
10%
20%
30%
40%
50%
Improvedproductivity
and efficiency
Reducedmarketinglabor costs
Reduced ITcosts
Improvedcustomer
profitability
Improved oursubscriber
segmentationcapabilities
Increasedrevenue persubscriber
Benefits realized of integrating data into a centralized marketing database
Question asked: Indicate the benefits that you have experienced since
consolidating data into a centralized database for use in marketing
efforts. (select all) Source: The Relevancy Group n=674 4/10 (US 486, UK 188,
Retail 181, Media 197, Travel 296) Selected responses
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Goal = Drive Optimization Via Connected
Knowledge of the Customer Experience
1. Create a Czar of Experience and have them demand
that art of the brand, “or picture” can not be
measured by a mere frame or brush stroke, instead
require an a pallet that can …
2. Execute against outbound marketing channels
3. Listen to the inbound and align those common
measures
4. Have provisions to manage content as it is still king
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Connected Marketing Supports the
Natural Lifecycle of Customer Management
Acquisition
Retention
Engagement
Advocacy WEB
Search Email
Mobile Social
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Apply The Framework To Optimize
Social, Mobile and Email Connections
1. Make someone a champion and align goals
2. Consolidate measurement, listen & analyze
impact & influence
3. Integrate across a connected platform
4. Be a story teller, make the content compelling &
sharing easy & universal
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Marketers Must Adopt Relevant Tactics
to Advance Sharing, Decrease Deletions
64%
68%
79%
71% 69%
76% 75% 76% 72%
22%
14% 15% 10%
7% 8% 6% 4% 3% 0%
20%
40%
60%
80%
100%
Perc
en
tag
e o
f C
on
su
mers
Email Marketing Inbox Behavior By Age
Deleted email marketing offernot relevant to me
Deleted marketing emailbecause I get too much emailfrom them
Unsubscribed from email thatopted into
Marked marketing messagethat I opted-into as spam
Shared email marketingcontent on Facebook orTwitter
Age
Groups
Question Asked: Which of the following have you done in the last six
months? (select all) Source: The Relevancy Group Consumer Survey, n=1001
11/10, United States Online Consumers Ages 13+
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
The Story Might Be Coffee, But Our
Preferences Are Different
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Goal = Be Relevant & Get Your Message Seen In As
Many Places & In As Many Formats As Possible
1. Create a Czar of content, who can tell a story well,
transform long stories in to shorter stories, the
expert of getting to the point, who can oversee
rendering across platforms, who can visualize the
segmenters definition of relevance and ensure …
2. That it renders on small screens and the call to
action is operational – Think HTML5 vs. Flash
3. The content is available across video, social
networks and can measure not which audience or
channel, but which creative pulled better.
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved
Connected Marketing Framework
1. Become a master of organizational
change
2. Institutionalize testing and reveal in
interactivity
3. Reconstruct and create new measures of
success
4. Let relevance guide every customer
interaction
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved – CMF4.ccom
Apply The Framework To Optimize
Social, Mobile and Email Connections
1. Make someone a champion and align goals
2. Consolidate measurement, listen & analyze
impact & influence
3. Integrate across a connected platform
4. Be a story teller, make the content compelling &
sharing easy & universal
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved – CMF4.ccom
The Alterian eBook Series on Creating
Engaging Email (complimentary)
Discover the series at
http://email.alterian.com/resources/creating-
engaging-email/
Copyright © 2011 The Relevancy Group, LLC All Rights Reserved – CMF4.ccom
Additional Resources
The Social Inbox
Get $200 off the list price of $695 with code
ALTERIAN
http://www.relevancygroup.com/thesocialinbox.
htm
Questions?
Contact Details The Relevancy Group
877.972.6886
Follow David Daniels on Twitter @emaildaniels
The Relevancy Group on Twitter @relevancygroup
*CMF4.com research is available here for free with site registration