Email Marketing & !Social Media Marketing!! 6 Steps to Success!

! ! ! ! ! iStrategy: San Francisco 1/31/2012!

Geoff Alexander, Director Product Marketing, iContact!@iContact!Facebook/iContact!

Agenda

•  iContact Summary •  Snapshot: Email Marketing & Social Media

Marketing •  Six Strategies for Success  

About iContact

1M explosive

growth quarterly | yearly  

annual sending

16B+   …and countless posts

Founded

2003  

total

users  

We’ve Evolved.

Email. Social. All in one.

3600 volunteer hours (2011)  

4-1s 1% Payroll 1% Product 1% Time 1% Equity  

Making a difference:

Small Business!The view from main street.!

Really?!

“Reports of my death have been

greatly exaggerated.”!- Email, 2012!

Email is alive!…and doing very (very) well.!

30 Billion Emails Sent Per Day.* (2010 worldwide: excluding spam & viruses)

Source: Radicati Group - 2011

How many times daily do you check email?

Are you doing it right now?!

But all we ever hear is

Social, Social, Social!

(With endlessly good reasons)

!Source: iContact - 2011!

!" #!" $!" %!" &!" '!!" '#!" '$!" '%!" '&!" #!!"

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But that doesnʼt mean small business marketers have it quite figured out just yet.!

     

“The  right  clients  can  find  my  business.  I  can  find  them  and  devote  myself  to  them  so  we  

all  benefit.”            

“I  don’t  enjoy  the  conversa<ons.    It’s  a  

chore..not  a  pleasure.”    

FACEBOOK feels the love: !{ 75% }!

Haters hate on GROUPON! { 70% }!

(Financial Services: 80%)!

LINKED IN is likeable: !{ 63% }!

Tepid on TWITTER! { 54% | 46% }!

(Professional Services: 82%)!

Love Hate!

icontact.com/blog!

Learn More!

A simple baseline.!

Email.!A steady center.!

Email  

Mobile  

Survey  

eCommerce  Events  

Social  

Social. !An unlimited reach.!

Email marketing is the top area of investment growth among marketers and business leaders (65%) followed by social media marketing (57%).!

!Source: Strongmail - 2011!

Email and Social Media were made!for each other.!

6 Steps for Success!

1.!

Content is (still) King.!

Email + Social + X = Success.!

!

X = Compelling, !Relevant Content.!

Relevance may not be pleasant. !

2.!

Know your audience.!

Tailor your messages based on how!they individually respond to communication.  

Fun.  

Easy!  Safe.  

Deal?  

3.!

Always be listening.!

Each sent email is an opportunity !to expand your social network.!Be shameless (yet tactful).!

4.!

Time it well.!

After serving 1M+ customers over

eight years and delivering 16B+ messages annually, we can confidently"

tell you the best time to send your email and social media

campaigns is…

It Depends.

(If there truly was a global “best time” wouldn’t that soon be the worst time?)

Know your product.

Know your audience. Challenge conventional wisdom.

Continually test and measure.

Discover your best time.

Tues: 11AM Wed: 9PM Thurs: 10AM" Fri: 6AM Wed: 7PM Sat: 6AM Mon: 8AM

5.!

Level the playing field.!

Seek creative ways to get out yourself there.!

6.!

Reduce, Reuse, Recycle.!

You donʼt always need!to burn time on new ideas.!

Thank you :) Geoff Alexander, Director Product Marketing, iContact!@icontact!Facebook/iContact!