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Making Connections:Email Marketing & Social Networking
Tools You Can Use
Presented By:
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Today’s Agenda
• Email Marketing
• Social Media
• Connecting Email & Social Media
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Source: Multichannelmerchant.com; eMarketer; ExactTarget
Why Make Connections Online
57% of shoppers go Online before making a purchase decision
92% of consumers have opt-in for Email
84% of people enjoyed receiving email from a company when they registered for it
81% of people go online to socialize
52% of social network users have become a “Fan” or “Followed” a brand
46% of social network users say they would talk about or recommend a product on Facebook
34% of respondents have used a search engine to find information on a product/service/brand after seeing an advertisement on a social networking site
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Email Marketing
Email is replacing Direct Mail as the preferred method of communications. Consumers prefer it 3-to-1 over direct mail.
Nearly two-thirds of consumers said they had made a purchase because of a marketing message received through email.
Commercial e-mail returned a whopping $43.62 for every dollar spent on it in 2009, according to the DMA’s Power of Direct economic-impact study.
According to Exact Target 2008 Channel Preference Survey
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-8.6%
0.3%
0.6%
1.0%
2.9%
3.6%
Direct Mail
Social Media
Instant Messaging
Phone
Text Messaging
EmailText Message
Social Networks
Instant Message
Email Marketing
Communicating With Business
Change in Consumers’ Preferred Channel for Permission-Base Promotional
Message from 2008 to 2009Source: ExactTarget.com
According to Exact Target 2008 Channel Preference Survey
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Email Marketing
43%
50%
60%
60%
71%
72%
73%
75%
76%
84%Polls, survey related to their products/services
Confirmation for transaction
Promotional messages form companies I HAVE GRANTED permission
Regular status updates on an account
Customer service messages about general products/services
Customer service message about specific issue
Sweepstakes invitations from a company you know
Promotional messages form companies with who you have regularly conducted business, but HAVE NOT ASKED for information
Alerts
Promotional messages form a company with who YOU HAVE NEVER INTERACTED
Preferred Email Channel for Marketing Communications
Average = 66%Average = 66%
According to Exact Target 2008 Channel Preference Survey
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Email MarketingTwo Types of Email Marketing
• Network Opt-In– Emails have been opt-in to a network website– Emails are captured through surveys, magazine
subscriptions, free email signups, etc.– Lists are rented and segmented by demographics
• Customer Opt-In – Your own subscriber lists– Emails have subscribed to you and you only
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Network Opt-In
Benefits
• Quick Deployment• Large Quantities Available• Geo-Targeting Capable• Target Specific
Demographics• Track Results
Down Sides
• One-Time Use Lists• Network-Deployed• More Expensive than Your
Subscriber List• Lower Open Rates than
Your Subscriber List• Lower Click-Thru Rates
than Your Subscriber List
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Network Opt-InStrategy
• Gain New Opt-In Subscribers• Attract New Leads• Announce News• Advertise Sales• Distribute Coupons
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Network Opt-InLists & Targeting
• Geo-Target– State– County– Zip Code– Radius– Neighborhoods & Carrier
Routes
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Network Opt-InLists & Targeting
• Consumer Targeting– Age, Income, Marital Status, Gender– Home Value, Housing Type, Personal Finance– Hobbies, Interests, Religion and more!
• Business Targeting– Industry Types, Business Names, SIC Codes– Employees, Square Footage, Expenses, Sales Volumes– Job Titles, Credit Ratings
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Network Opt-InMessaging
• Relevant Content• Timely Content• Short and To The Point• Avoid SPAM Filters• Personalize to Individual and/or Target• Mixture of Text, HTML & Graphics• Provide a Call-To-Action
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Network Opt-InDesign• Mixture of HTML to Text• No More Than 30% of Email
Should be Images/Graphics• Keep In Mind People that have
Images Turned Off• Basic HTML – No CSS• No Rich-Media, Animations, Videos
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Network Opt-InDeployment
• Test and Check• Consider Day/Time with Offer• Choose Your Network Carefully
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Network Opt-InTracking & Reporting• Measure Email Metrics
– Open Rates– Click-Thru Rates– Bounce Rates
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Network Opt-InDo’s and Don’ts• Do Provide a Compelling Offer• Do Provide a Link-Thru• Do Use Universal Fonts• Do Use ALT Tags• Do Comply with CANSPAM Act• Don’t Use White Text• Don’t Use a Background Image• Don’t Over-Target
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Network Opt-InExpectations
Consumer Email
Hi/Low RangesBounce Rate: 10% - 35%Open Rate: 0% - 8%Click-Thru Rate: 0% - 2%
Averages:Open Rate: 3% - 4%Click-Thru Rate: 0.25% - 1%
Business Email
Hi/Low RangesBounce Rate: 5% - 20%Open Rate: 0% - 20%Click-Thru Rate: 0% - 5%
Averages:Open Rate: 5% - 12%Click-Thru Rate: 0.25% - 2%
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Network Opt-InNetworks• InfoUSA• Acxiom• Melissa Data
Custom Networks
• Tennessean & Media Outlets• CareerBuilder & Niche Websites• Member-Driven Organizations
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Customer Opt-InBenefits• Low Cost• Pre-Qualified Audience• Able to Segment• High Response Rates• Real-Time Trackable Results• Able to Personalize• Drives Traffic to your Website• Increases Brand Awareness• Can be Viral
Down Sides• You Must Commit• Can be Overlooked• Can Wrongly be Accused
of Being SPAM• Has “Waste”, but Minimal
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Customer Opt-InMethods of Usage
• Increase Brand Awareness• Keep Brand In front of Audience• Announce News• Advertise Sales & New Products• Distribute Coupons• Become the Expert• Drive Traffic to your Website
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Customer Opt-InSubscribers Must Be Opt-in
What Makes a Valid Opt-In Subscriber?
1. They Opt-In via Your Website.
2. They Completed an Offline Form and Indicated They Wanted to be Emailed.
3. They Gave You Their Business Card and Indicated They Wanted to be Emailed.
4. They Purchased a Product or Service From You in the Last 2 Years.
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Customer Opt-InWhat Does Not Make a Valid Opt-In
Subscriber?
1. The Email Address was Obtained by a Third Party. (Bought, Rented, etc.)
2. You Have Access to the List as a Member of an Organization or Club. (Chamber, etc.)
3. The Addresses Were Scraped or “Copy and Pasted” From the Internet. (Just Like Spammers Do)
4. You Haven’t Emailed the Address in the Past 2 Years.
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Customer Opt-InList Growth TacticsOverall ranking based on participants average rating and continuity
In StoreDisplays
Social Forward
In Store - PointOf Sale
Call Center -Inbound
SiteRegistration* 3.8 / 80%
3.4 / 86%
3.4 / 79%
3.2 / 84%
2.8 / 96%
Top 5 of 17 Tactics
Ove
rall
Tac
tic
Rat
ing
*non-incented, incented & purchase processExactTarget Customer Survey 2008
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ExactTarget Customer Survey, 2008
Customer Opt-InAverage Number Of Tactics To Generate
Subscriber Lists
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Customer Opt-InStrategy
• Educational– Corporate Communications– Countdowns– Newsletters– Product Alerts & Releases– Renewal Alerts
• Marketing– Deals & Discounts– Education & Training– Store Openings– Transactional– Up-Sell & Cross-Sell
• Nurturing– Newsletters– Feedback Campaigns– Invitations– Lead Nurturing & Drip Campaigns– Loyalty Clubs
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Customer Opt-InMessaging
• Relevant Content• Timely Content• Short and to the Point• Avoid SPAM Filters• Personalize to Individual and/or Target• Mixture of Text, HTML & Graphics• Provide a Call-To-Action• Encourage Viral Sharing
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Customer Opt-InDeployment
Test and Check– Client Render Test
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Customer Opt-InDeployment
Test and Check– SPAM Test
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Customer Opt-InDeployment
Consider Day/Time with Offer
Best Day To Send:
Monday
MailerMailer Email Marketing Metrics June 2009
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Customer Opt-InTracking & Reporting
• Measure Email Metrics– Bounce Rates– Open Rates– Click-Thru Rates
• Measure Website with Analytics
• Compare Multiple Deployments– What Messages Work?– What Images Work?
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Customer Opt-InDo’s and Don’ts
• Do Stay Consistent and To Your Message• Do Provide Relevant and Fresh Content• Do Provide a Link-Thru• Do Comply with Design Best Practices• Do Comply with CANSPAM Act• Don’t Over Send• Don’t Send Without a Clear Purpose
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MailChimp Customer Survey, 2009
Customer Opt-InExpectations – Industry Averages
Open Rate Click-Thru Rate Unsubscribes
Accounting 27.36% 4.13% 0.35%
Architecture 32.05% 1.52% 0.25%
Arts/Music 16.22% 2.09% 0.26%
Construction 23.86% 4.44% 0.85%
Financial Services 20.87% 2.47% 0.33%
Insurance 24.43% 2.92% 0.37%
Non-Profit 27.66% 4.06% 0.24%
Retail 27.61% 5.76% 0.42%
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Customer Opt-InGetting Started• Constant Contact• Vertical Response• iContact• 1100 Broadway
Tier 1 & 2 ESPs• ExactTarget
• Blue Sky Factory
• SilverPOP
Email Service Providers (ESP)
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CANSPAM Act ComplianceControlling the Assault of Non-Solicited Pornography
and Marketing Act of 2003
• From Line: Must be from the company/organization whose content is displayed in the email.
• Subject Line: Should be clear, relevant and direct to the content and message in the email.
• Message Content: The message should be honest and not misleading. The message should clearly identify the company/organization.
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CANSPAM Act ComplianceControlling the Assault of Non-Solicited Pornography
and Marketing Act of 2003
• Postal Address: A physical postal address of the company/organization should be included in the footer of the email. No P.O. Boxes!
• Opt-In: All email addresses should be collected through a valid opt-in process.
• Opt-Out: A working and valid opt-out procedure must be present. All opt-out requests should be fulfilled within 24 hours of submission. Opt-out requests may be made by postal mail and must be accepted.
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CANSPAM Act Compliance
Source: Email 2009: Trends & Solutions in a Tough Economy
Why Subscribers Unsubscribe
-Too Frequent- Irrelevant
Content/Offers
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Example IdeasEducationalYou’re an independent dry cleaner in a small town. Local residents depend on you to keep their garments fresh, their ties clean, and their leather jackets supple.
Last month, you attended a dry cleaning convention where you learned lots of new tips and tricks on wedding gown preservation, and you can’t wait to share the news with your customers. How do you plan to inform them? Your bi-monthly eNewsletter, of course.
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Example IdeasNurturingA older couple whose kids are grown and the house is quiet contemplates on selling their home and downsizing. So they contact their local realtor to inquire about selling. They haven't completely decided but wanted to get some advice.
To stay top of mind the Realtor starts marketing to this couple through a nurturing email campaign. First, she sends an email on property taxes in their area. One week later, she sends information via email about drop in interest rates for new home loans. The realtor continues to send weekly informational emails until the client calls her back with their final decision to sell. A “For Sale” sign goes in their front yard the next day.
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Example IdeasMarketingEl Bajio was looking for quick and effective marketing tools. They wanted to get the word out and start to build a loyal, repeat customer base. They needed an easy way to advertise evening and lunch specials and remind customers to stop into the restaurant.
El Bajio uses email marketing to distribute weekly specials coupons. They have received an average of 25% redemption rate on their coupons and their emails receive a 43.8% open rate. When El Bajio started email marketing they had a list of 480 emails. Now the list is 3,266. They grew their subscriber list by sending out interesting emails that people would want to forward to friends, having a sign-up form on their website, and promoting the email sign up at the restaurant.
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Social MediaDefinition: Websites and applications that encourage
user-interactions, conversations, content generation and group participation.
Social Networking Can:• Connect Families• Expand Businesses• Improve Civic Life• Build Communities
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Social MediaWho is Social Media?
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Social Media• 93% social media growth since 2006• 23% of Online time is spent on social sites• 96% of Baby Boomers Have Joined a Social
Network • Females Ages 55-65 is the Fastest Growing
Segment on Facebook• If Facebook Were a Country It Would Be The
World’s 4th Largest Between The United States and Indonesia
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Social Media• 80% of Companies Are Using LinkedIn as a
Primary Recruitment Tool • 78% of Consumers Trust Peer Recommendations• Ashton Kutcher and Ellen Degeneres (combined)
Have More Twitter Followers Than The Population of Ireland, Norway, or Panama
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Social MediaWhat Can Social Media Do For My Business?• Branding• Create Awareness• Impact SEO• Create a Database• Build a Reputation• Drive Traffic• Monitor & Learn• Provide Customer Service• Open Doors
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Social MediaWhat Can Social Media
Do For My Business?
Strategies:• Branding• Learning• Lead Generation• Customer Service
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Social MediaWhat Can Social Media Do For
My Business?
Where To Start:• What are my Goals/Objectives?• Where is my Audience?• What Tool is Best for my Use?• How Much Time Can I Dedicate?
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Social MediaWhat Can Social Media Do For
My Business?
What’s Next?• What am I going to Communicate?• What Content am I going to Push Out?
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Social MediaWhat Can Social Media
Do For My Business?
Content:• Informative• Inquisitive• Business• Fun/Off-Topic
Develop Relationships and Offer Value
Post Schedule
1. Informative Content
2. Ask a Question
3. Off-Topic Quote, Joke, Link or Fact
4. Ask a Question
5. Informative Content
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Social Media
FaceBook CampaignsCoca-Cola
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Social Media
FaceBook CampaignsVerizon Wireless Careers
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Social Media
FaceBook CampaignsSambuca Restaurant
- Upcoming Events
- Specials & Coupons
- Viral Photo Sharing
- Holiday Reminders
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Social Media
FaceBook CampaignsNashville Shores
- Specials
- Upcoming Events
- Recruitment
- Viral Photo Sharing
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Social Media
FaceBook CampaignsWilliamson County Fair
• 3 Weeks Prior – 2 Weeks During
• Reminders of Entertainment, Events, Contests, etc.
• Online-only Incentives• Sponsorship Support
Over 1600 Fans!
Engaged Audience!
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Social MediaFaceBook Advertisements
– Pay-Per-Click or CPM– Geo-Target to City Level– Target by Demographics
• Age, Sex, Education, Relationship Status, Current Connections, etc.
– Target by Keywords– Link to “Fan Page” or
Website
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Social MediaWhat Can You Do on FaceBook?
– Coupons– Polls– Event Promotions– Advertise Your Products (FaceBook Marketplace)– Share Presentations & Whitepapers– Promote Videos & Photos– Collect Customer Feedback & Registrations– Collect Testimonials– Provide Customer Service– Recruit New Staff!– More! (FaceBook Markup Language)
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Social MediaYouTube Video
CampaignsFree Hugs Campaign
• Video about One Man’s Mission
• Promotes Audio Track by the Band: “Sick Puppies”
Video Viewed over 52 Million Times!
Over 95k Comments!
Josh Featured On Oprah
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Social MediaYouTube Video
CampaignsBC Massage
• Educational Videos
• Use YouTube as Hosting Platform
Videos Viewed over 120k Times!
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Social MediaYouTube Video
CampaignsJosh Sacco’s “Miracle On Ice”
• 5-Year Old Recites Famous Speech from Movie Miracle
• Video is Shared Virally Throughout Net
Video Viewed over 1.8 Million Times!
Josh Featured On Ellen
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Social MediaYouTube Video
CampaignsSony Bravia Campaign• Video Commercials Released on
YouTube– “Balls”– “Paint”– “Play-Doh (Rabbit)”– “Dominos”– “Pyramid”
Viewed 6+ Million Times!
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Social MediaTwitter
Best Buy’s TwelpForce
• Tech Support
• Tech Advice
• Product Recommendations
• Open to 100’s of Employees
18,000+ Followers
20,000+ Tweets
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Social MediaIntegrated Campaigns
Sony VAIO “S.M.A.A.”• Microsite with Video, Ecommerce, User
Submissions and more• Creation of Personalities• Facebook and Twitter Accounts• YouTube Videos• Encourages Viral Sharing
•Video Viewed 88,000+•100+ Twitter Followers
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Social MediaIntegrated CampaignsO’Charley’s Roll Model
• User Submits “Story”
• User Blasts Submission to Their Network Asking for a Vote
• Their Friends Come Vote and Submit Their Own “Story”
• Coupons Awarded for Submission
• Give-A-Way/Contest for Submissions
• In-Store POP Materials
• Multi-Media Campaign with Print, Online and Social Media
• Encourages Viral Word-of-Mouth Advertising
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Social MediaIntegrated CampaignsO’Charley’s Roll Model Results
• 1,000+ submissions
• Heartfelt Stories (Engaged)
• 6,500 Website Visits
• 81% New Visitors
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Social MediaIntegrated Campaigns
Mobileroo 2009
• Real-Time Bonnaroo Coverage
• Twitter Feed Using #tags
• Live Bloggers OnScene
• FlickR Photos Using Keywords
• Mobile-Ready Website
• 50,000+ Pageviews During Event
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Social MediaSocial Media Tools You Need To Know1. Ping.FM – Update All Your Networks with One Tool
2. YackTrack.com – Search Social Networks by Keyword
3. BlogPulse.com – Measure Topics on Blogs
4. Twingly.com – Follow a Subject on Twitter
5. BackTweets.com – Search for a URL on Twitter
6. SwixHQ.com – Analytics Tools For Social Media. (BETA)
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Social MediaMeasuring ROI of Social Media
What is your “R”?• To Reduce Customer Support Phone Calls• To Lower Employee Turnover• To Increase Revenue
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Social MediaMeasuring ROI of Social Media
Step One: Identify your ROI on:
– Website
• Traffic
• Conversions
– Email Marketing
• Subscriber List
• Click-Thru Rates
• Conversions
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Social MediaMeasuring ROI of
Social Media
Step Two:• Put It All Together
– Establish a Baseline
– Establish an Action Timeline
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Social MediaMeasuring ROI of
Social Media
Step Three:• Put It All Together
– Overlay Website Traffic
– Overlay Email List Growth
– Overlay Sales Revenue
– Overlay Customer Service Dept. Expense
– Overlay Amount of New Customers Website Traffic
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Connecting Email & Social Media
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Connecting Email & SocialList Growth• Allow Users to “Share” your Email
Content with their Social Networks
– B2B is Seeing Larger Growth
– B2C is Seeing Better Quality
• Share and Promote your Email Content on Social Networks
• Learn From Your Users! Get Analytics About What Content is Popular and What Networks are Popular
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Connecting Email & SocialList Growth
Carmex “Kiss” Campaign
• Upload a Photo & Animate a “Kiss”
• Send to Friends via Email, Text or Social
• Majority Sent via Email, but Social Spread It Virally
3,000 – 30,000 Subscribers in 1-Year!
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Email System SetupFree Setup on Email Systemhttp://EmailBlasts.1100BroadwayNashville.com
• Free Customizable Templates
• Start Growing Your Opt-In List
• Send and Track Emails
Sending Cost:
$5/email + $0.02 Per Recipient
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Social Media EvaluationFree Social Media Evaluation
• Top 15 Mentions
• Sentiment Ranking
• Top Keywords
• Top Users
• Your Social Media Strength & Reach