sebastian hoelzl (silverpop) istrategy 2012
DESCRIPTION
Sebastian hoelzl (Silverpop) slides for iStrategy London May 2012TRANSCRIPT
Email’s Role in a World Gone “Mocial”
2
What’s “Mocial”?
3
Mobile + Social“MOCIAL”
4
Aren’t social and mobile
both better than email?
800M 500M
Not better… but a lifestyle
6
Smartphone Sales Pass PC Sales
Tablets in 2012 : 50+ Models
Mobile Apps are Exploding
25 billion Apple Apps11 billion Android Apps
Juniper Research
What about the 2 billion?
2 Billion Email Users!
Email marketers must adopt, adapt and open
up their way of thinking.
Integration Context/Design
Humanisation
Automation / Triggers
Email Marketing in a “Mocial World”
10% 22
%30%
37%
Do you have an email opt-in form
on your Facebook page?
Yes No plans to add N/A Plans to add
48%: Have/Plan
to add
Transition: Share>Find>Follow>Like
Text to 12345
ABCD ADD [your email
address]
EventsPoint
OfPurchase
Billboards
SMS Text to Email Opt-in
Integration Context/Design
Humanisation
Automation / Triggers
Impact on Email Marketing
Device OVERLOAD
Where is My Email Being Read?
Old mouse New mouse
The New Design Challenge
Source: StyleCampaign.com, Litmus
Do Your Emails Have the Touch?
Integration Context/Design
Humanisation
Automation / Triggers
Impact on Email Marketing
Old Rule:Sell the sizzle, not the steak.
25
New Rule:Educate with grilling tips, recipes and wine pairing.
Let Customers Do the Selling
Integration Context/Design
Humanisation
Automation / Triggers
Impact on Email Marketing
Social is the New Broadcast
Try Doing this with Social Media
Email’s Strengths
Nurture
Transactionall
Dynamic
Campaign Tracks
Triggered off
Behaviour
Highly Personalise
d
Low Volume, High ROI
40.2%TriggeredCampaigns
4.1%TriggeredCampaigns
Email Generated RevenueVolume of Emails sent
Broadcast Conversion
Together they are unbeatable!
Social vs. EmailSocial + Email
34
Email is healthier than ever.
What makes digital marketing special
is the intelligence behind communications,
not the channel of delivery.
Silverpop Mocial Whitepaper
36
Thank you!