Social Media + Email Marketing

Why Do Marketers use Social Media?

• Educate• Promote Brand• Sell

• Generate and nurture leads

• Engage• Customer Service• Competitive Intelligence

• Public Relations• Network• Email List Growth• Monitor Brand

Why Do Marketers use Email Marketing?

• Educate• Promote Brand

• Sell• Generate and nurture leads

• Engage• Customer Service• Competitive Intelligence• Public Relations• Email List Growth

Email Marketing Campaigns

Benefits of Email Marketing– Cheap– Measurable ROI– Direct Marketing, customizable, 1:1

conversation– Dynamic - relatively easy to change, create,

and quick to customer

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Email Marketing Campaigns

Challenges of Email Marketing• Cheap - Everyone can afford to do it, which set up

unique challenges for differentiation• Hard to find experienced talent – although this is

getting to be less of a challenge as email has become a more mainstream medium.

• Executive buy in – overcome stigma of “SPAM”• Attribution – credit can go to other channels

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Types of Email Marketing Messages

Promotional

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Types of Email Marketing Messages

CRM• Product suggestions• Customer Satisfaction

Surveys• Event Reminder

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Email Marketing Campaigns

Newsletters

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Email Marketing Campaigns

Transactional

• Purchase Confirmation

• Opt-in Confirmation• Password Retrieval

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Components of an Email Program

• Target Audience• Creative• Lifecycle Management• Deployment

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Considerations• Message & Voice• Value of email to the recipient – Custom Centric

medium• How does the Email Program fit into overall

marketing plan and with other channels?• Competitive Intelligence - How are your

competitors using email to reach their marketing goals?

• Resources• Marketing Objectives

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Email is the Original Social Media

• A way to broadcast a message to the masses

• In its purest form, a two way communication medium

• More flexibility with content than other channels

• Ability to use data to segment and target content

Email and Social have a Symbiotic Relationship

• Email can be used to grow social media following

• Social Media can be used to grow email list• Email can be used to announce an event,

contest or interaction happening on social media

• Social media can be used to amplify the message of an email marketing campaign

Email and Social Channels are different

• Different messages• Different formats• Different objectives (albeit generally the

same goal)• Different subscribers.

Social Relies on Email….

Notifications of Activity as a Driver of Engagement on Social

Encourage ‘following’ on social networks

Email Relies on Social too…

Use social networks to grow lists

Drive Traffic to specific content on Social Networks

Social & Email work together to promote content

March Mania: Email

March Mania: Facebook

March Mania: Facebook

March Mania –Twitter

How to Make Social and Email Work Together

• Integrated strategy• Email and Social Media Manager sit next to

each other• Invest in both, and be aware of the

strengths and roles of each• Reuse creative assets when possible• Measure response separately and together

to account for attribution and bullhorn effect.