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1 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI. www.StreamSend.com

Em@il Marketing integration

and automation tactics that lift

conversions and boost ROI.

How to successfully incorporate social, video,

remarketing and marketing automation into

your Email Marketing strategy.

www.StreamSend.com Email Marketing + Social Delivery


Email is far from dead. In fact, it’s thriving. Savvy marketers are still investing the bulk of their digital budget in Email Marketing.

“Email marketing has an ROI of 4300 percent.”

- Direct Marketing Association

“Email marketing was ranked

the best channel in terms

of investment....”

- Econsultancy Email Marketing Census 2014


Email Marketing is the primary driver of ROI. But that’s far from the end of the story. It’s just the beginning…

Email Marketing budgets grew 11% in 2013, and over

half of email marketers expect that to climb again in 2014.

But top marketers aren’t just spending more, they’re spending

smarter by optimizing for mobile, making Email Marketing

engage with social platforms, and by driving campaigns

that segment and automatically respond to customers.


Email Marketing integration and automation isn’t theory. It works!

The game has changed, and so have the rules. With new

channels and communication options continually unfolding,

it’s essential that marketers stay on their toes to adapt,

survive and thrive. This guide shows how.

Table of Contents

Adding social media to your Email Marketing mix Page 5

Segmenting and closing the sale through marketing automation Page 8

Boosting email engagement with Video Page 11

Extending your email campaign’s lifecycle with remarketing Page 13



It’s simple math. . . Email Marketing + Social Media = Powerful Results.

“ Emails that include social

sharing buttons have a

click-trough-rate 158%

higher than emails that

do not include social

sharing buttons.”

- WebDAM

Social media has transformed the way consumers make purchase

decisions, gain more information about products and services,

and find deals and purchase incentives. With over one billion

social media users, adding social media to your email strategy

can produce large campaign response lifts.

Below are proven tactics that should be incorporated:

• Content

• Give Reasons to Share from Email to Social

• Your Email

• Landing Pages

• Lead Generation

• SEO - Leverage for Your Engagement and Landing Pages


Content:

First, figure out the goal and style of your campaign’s content.

Tailor language, images and offers that pull visitors to a lead

capture or purchase form. Keep in mind, the messaging must

work for all your social media pages, landing pages

and emails.

Give Reasons to Share from Email to Social:

A person needs a reason to pass along and recommend your

content. Give it to them with engaging imagery, coupons,

discounts or referral programs. Make sure share and

pin buttons are everywhere.

Email Design:

When designing an email template, in addition to mobile

rendering consider how the actual content will be repurposed

as a Facebook tab and/or embedded into a blog post. Always

take advantage of the ability to “create the message once

and deliver it everywhere” with the click of a button.

This saves you time and money.

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Landing Pages:

This is where you ask your prospects and customers to

take action. Make sure your landing pages have the same

message, look and feel as your Email Marketing piece, and

that they include a prominent call to action. Shorter lead

capture forms work better than longer ones. You can’t have

too many landing pages, so use email templates that double

as landing pages to get your message out. Schedule them

to automatically repost to social.

Lead Generation:

Convert social network users into email subscribers by

embedding an email opt-in form on social media pages,

blogs and pin boards. A compelling call to action is

crucial to opt-in.

SEO - Leverage for Your Engagement and Landing Pages:

Search engines will continue to find your landing pages, social

pages, and share boards for months to come – and Google +1

will show your pages to friends – bringing users back to your

doorstep and providing your offer with another chance to

be seen, acted on or shared.

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Marketing automation – the path to more sales.

“ Triggered messages

yielded 75.1% higher open

rates and 114.8% higher

click rates, compared to

non-triggered email.”

- North America Email

Trends and Benchmarks

Why is email remarketing so effective? Because it’s accurate.

Each triggered communication is determined by an action or data

from the person receiving the message. That interaction can turn

an existing customer into a bigger spender, or turn a prospect

into a customer. Show a person that you understand their

interests, and they’ll be more receptive.

There are several types of email remarketing campaigns,

including lifecycle emails, lead nurturing, sales emails, dynamic

content and emails triggered by landing pages and forms.

Below are ways to maximize email remarketing:

• Strategy • Call to Action

• Planning • Email Frequency

• Messaging • Tracking

• The Look • Upkeep


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Strategy:

Begin by defining your goals and the type of email remarketing campaign

you want to implement. Cart abandonment reminders? Purchase

association emails? Benefit driven landing pages and triggers? Welcome

emails introducing your services? Product trial upgrade emails? Requests

for reviews?

Planning:

Once your goals are clear, pick the triggers for your emails. You’ll need to

capture this information for timely, personal emails later. To deal with cart

abandonment, try emailing a few hours after, then a day later if needed.

Second emails often lift conversions considerably. Also, during a product

trial, try sending feature and benefit driven emails throughout the trial cycle.

Messaging:

Customize plans for the various segments of your database: existing

customers, existing prospects, past or inactive customers, new leads,

people who bought X, people who abandoned a shopping cart, etc.

Again, people will “unsubscribe” if you don’t address their needs. So be

consistent and mindful. Remember, emails are an extension of your brand.

The Look:

Appearance matters. The email should visually match its landing page.

The call to action should be in the HTML — not as an image — and appear

above the “fold.” Remember, fifty percent of emails are currently viewed on

mobile devices, so using responsive email templates to control how emails

will display across all screens is a must.


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Call to Action:

There should only be one call-to-action. This benefits your customers

and will make it easier for you to measure what people respond to. When

appropriate, create a sense of urgency in your emails. People are more

likely to respond when given a deadline.

Email Frequency:

Allow prospects and customers to choose how often they want to hear

from you. It’s courtesy that is appreciated and keeps your unsubscribe

rate low.

Tracking:

Wherever possible, track what your customers and prospects do online.

Armed with information on browsing or purchasing habits, you can

make persuasive offers.

Upkeep:

Be sure to revisit each automated campaign periodically to keep them

fresh and relevant. Even if your email campaign has come to an end,

search engines will continue to find your landing and social pages for

months, bringing you fresh leads and initiating new automated campaigns.


Video Email Marketing is on the rise!

“ Video Email Marketing

offers a return 280%

higher than traditional

direct mail.”

- Gartner Research

In today’s cluttered digital landscape, it’s extremely difficult

to capture the consumer’s attention. Incorporating video into

Email Marketing is one of the most potent ways to increase

email engagement.

Below are some tips for getting started:

• Video Length

• Content

• Format

• Email Design

• Lead Generation

• Subject Line

• Landing Page

• Tracking

• Track Everything


Video Length:

Shorter is better. Keep your

video under 60 seconds.

Content:

Make sure your video

resonates with your audience

and is relevant to your product

or service.

Format:

Use a format that supports

both web and mobile video.

Smartphones and tablets are

too common to ignore. So

make sure your video plays in

both HTML5 and Flash.

Email Design:

Design your email so that

video is the primary focus and

is positioned above the fold.

Your video should be up to

400 pixels wide. Your email

should concisely state “what’s

in it for them” and why they

should watch the segment.

Lead Generation:

Consider adding a URL to

the video to create immediate

engagement and take viewers

to your landing page. Or add

a form right on to the video

which viewers can use to

subscribe directly to your

mailing list.

Subject Line:

Your subject line copy should

include the word “video” and

tie into the segment’s

subject matter.

Landing Page:

Design a landing page to

create continuity. In other

words, keep the audience

with you. Don’t send them to

YouTube!

Tracking:

Be sure to track open rates,

play rates, shares, etc.

and compare them to your

traditional email campaigns.


Your campaign doesn’t end with your landing page.Search, display and automated emails can extend the lifecycle of your email campaign, increase conversions and boost ROI.

“ On average, 8% of

customers return to a site

to buy if the company

does no remarketing. With

a remarketing program

in place, however, that

average jumps to 26%. ”

- Shop.Org

An online remarketing campaign allows you to retarget people

who have clicked on your email, visited your landing page and

then serve them highly targeted offers after they’ve left your site.

Adding online remarketing to your email mix can boost your

campaign’s conversion rate significantly. Below are a few

things to keep in mind:

• Campaign Deliverables

• Content

• Creative

• Offer

• Landing Pages


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Campaign Deliverables:

When integrating search into your email campaign, your marketing

deliverables should include an email template, the email campaign

landing page, display ads in multiple sizes, search text ads and

dedicated landing pages for your remarketing ads.

Content:

Your email campaign’s job is to get people to click through to your

landing page. Your landing page’s job is to get people to take action.

Your remarketing ads need to get people to go back to the site.

So while the campaign must be unified, each deliverable should

have distinct messaging based on its objective.

Creative:

Create multiple ads for each benefit or feature so that each time the

ad is served something new is learned about your product or service.

You might also want to consider creating various ad versions for

segmented audiences so that the right message is served to

the right audience.

Offer:

If someone has been to your site and converted, they should probably

get a different offer than those who haven’t converted. Should those

who did not convert on the first visit get a better offer than the ones who

did?

Landing Pages:

Create a dedicated landing page for the remarketing campaign

to ensure continuity. Remember, your first landing page did

not convert them.

StreamSend offers powerful, cutting edge - but easy-to-use -

features at a fraction of the price of others. In fact, StreamSend

provides everything you need to create a comprehensive,

integrated campaign seamlessly.

• Tons of email templates

• Easy-to-build landing pages

• Customizable sign-up forms

• List segmentation

• Triggers & auto-responders

• Video emails

• Facebook wall tabs and brand board

• Share to Facebook, Twitter, Google+,

Pinterest and more

• Social and email pre-scheduling

• Tracking email, social and video

from one location

Email Marketing + Social Delivery

The bottom line:Email Marketing integration and automation will yield better results. Period.

Email Marketing drives the highest ROI. Integration

with social and video makes it even more effective.

Find out how easy it is to develop

powerful integrated campaigns

with StreamSend.

Call 1-877-917-9454, or visit

Streamsend.com/EmailIntegrationAutomation

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