silverpop user group: email + social = better business outcomes

HANSON DODGE CREATIVE

HANSONDODGECREATIVE

DIGITAL CHOCOLATE + PEANUT BUTTERBetter Marketing Outcomes with Social Media + Email Together

Sara MeaneyPartner, VP Social Media and Public Relations

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OVERVIEW

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QUICK INTRO

SOCIAL/DIGITAL LANDSCAPE

BEST PRACTICES

IMPLEMENTATION

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SOCIAL/DIGITAL LANDSCAPE

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WHO USES SOCIAL MEDIA?

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WHO USES SOCIAL MEDIA?

• 79% of adult Americans use the Internet

• 47% of of all adults have at least one social media account (doubled since 2008)• 92% use Facebook• 18% use LinkedIn• 13% use Twitter

Pew Internet & American Life Project

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WHO USES SOCIAL MEDIA?

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TEXT MESSAGING

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~5 billion Texts sent per day in the U.S.

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LANDSCAPE

• Internet usage, demographics, mobile

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EMAIL DOMINANT CHANNEL

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168 million emails sent per minute in the U.S.

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TRENDS IN EMAIL AND SOCIAL INTEGRATION

• Growth of mobile

• Gamification

• Location-based marketing

• The social in-box

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MOBILE GROWTH OUTPACING ALL PCS

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…EVEN MORE QUICKLY THAN PREDICTED

SMARTPHONES

ALL PCs

0 20 40 60 80 100 120

4Q'094Q'10

Source: International Data Corp. Feb. 2011

87.2%

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MOBILE EMAIL

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Source: Pew Research Center Apr. 2011

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GAMIFICATION

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• Earn rewards

• Incentives for action

• Loyalty beyond the inbox

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LOCATION-BASED MARKETING

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SHIFT IN INTERNET TIME

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THE SOCIAL INBOX

A recent study evaluated 500 million emails…

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30% higher CTR with Facebook and Twitter sharing buttons

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THE SOCIAL INBOX

But wait, there’s more…

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55% higher CTR with at least 3

different sharing options

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THE SOCIAL INBOX

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THE SOCIAL INBOX

The punchline…

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only 11.2%Of those 500 million

emails actually offer 3 or more sharing options.

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THE SOCIAL IN-BOX

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BEST PRACTICES

DESIGN FOR MOBILE

CALL TO ACTION IS KEY

DESIGN FOR USER CONSUMPTION

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27© Hanson Dodge Creative, All rights reserved.

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EMAIL IN A MOBILE WORLD

1. Design for mobile email consumption

2. Design for small screens

3. Design for touch screens

4. Test on multiple devices

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EMAIL IN A MOBILE WORLD

1. Design for mobile email consumption• Use MIME Multipart Format

• (send as both HTML and plain text)

• Subject lines 15 or less characters• Use preheader text opportunity: link to mobile-

friendly version

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EMAIL IN A MOBILE WORLD

2. Design for small mobile screens• Use images wisely• Simple, stacked layouts• Code between 480 and 600 pixels

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EMAIL IN A MOBILE WORLD

3. Design for touch screens• Fat fingers

• Apple recommends coding all links and buttons to a target area of at least 44 x 44 pixels

• Use images wisely

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EMAIL IN A MOBILE WORLD

4. Test on multiple devices• Various operating systems• Various manufacturers• Various models• Test frequently – evolution is constant

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CONVERT TO ACTION: CALL TO ACTION IS KEY

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10,000 tweets analyzedSource: Copyblogger.com

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CALL TO ACTION IS KEY

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CALL TO ACTION IS KEY

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When all else fails, just be pathetic.

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BE SPECIFIC

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• “Learn more about product”

• “Read more”

• “Sign up for news/updates”

• “Share”

• Friend us on Facebook for:• Friend-only prizes and deals• Funny stuff• The inside scoop not found elsewhere

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DESIGN FOR CONSUMPTION

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Source: Nielsen-Norman Group42 participants112 newsletters tested

• Far left column is key

• First 2-3 words

• Images catch attention

• 51 seconds on average

• Only 19% is actually read

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IMPLEMENTATION

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COMPLEMENTARY TOUCHPOINTS

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THEY FEED ONE ANOTHER

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trafficcontent

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NOT EVERYONE DIGS EMAIL CONTACT

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• Sub-segment your lists with those who subscribe to both email and social (where possible)

• Adjust your email campaigns accordingly

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USE EMAIL TO DRIVE SOCIAL

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USE SOCIAL TO DRIVE EMAIL

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KEY TAKEAWAYS TO DO IMMEDIATELY

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• Incorporate social sharing in all emails - 3 or more!

• Enable newsletter signup everywhere – especially on social channels

• Track all “share to social” links in your emails as part of your CTR analysis

• Repurpose your content across all channels – but optimize for each channel

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KEY TAKEAWAYS TO DO IMMEDIATELY

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• Design and build for mobile consumption

• Incorporate gamification concepts into your email/social programs

• Localize your efforts to drive offline actions

• Connect the dots across all touchpoints/channels

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EMAIL AND SOCIAL MEDIA:CONSUME TOGETHER FOR BEST RESULTS

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QUESTIONS?

THANK YOUsmeaney@hansondodge.com