Email Strategies in a World Gone “Mocial”
Loren McDonaldVP, Industry RelationsSilverpop
Twitter: @LorenMcDonaldGoogle+: +Loren McDonald
The World Has Changed
Marketing v
25M
800M 200M
Social media is becoming ubiquitous
25M
Social Media Presence: Australian Businesses
Q4 2010
Smartphone Sales Pass PC Sales
100+ Million Tablets Expected to Sell in 2012
25 billion downloaded by 2015
Juniper Research
Mobile Apps are Exploding
12+ Million Users WWCheck-ins per day: Over 3 million
Businesses: 500,000 using the Merchant Platform
But let’s not freak out – email still rocks!
So how about like 2 Billion email users?
Radacati Group
Social Email
Conversation Conversion
Email drives the ROI in “Mocial”
So what the heck is mocial?
mobile + social + local + email
Mocial = Email Marketing Obstacles and Opportunities
Agenda – Today I Will Look at 4 Areas
Mocial Opt-Ins
Extend Message Reach
Get Personal
Design for Context
Facebook Brand Page Opt-in
Social Sign-in Is the Future
Increases form completion rates by 10-50%
Name
Location
Birth Date
Gender
Friends/Contacts
Profile Photo
Interests
Source Janrain
Social Profile Data by Network
SMS to Email Opt-in
Text to 12345
ABCD ADD [your email
address]
POSAds
Events
• Point-of-sale• Throughout store• Events• Customer service reps
Tablet/Kiosk Mobile Opt-in
Agenda – Extend Message Reach
Moc
ial O
pt-
Ins
Extend Your Reach
Get Pe
rsona
lDesign
for
Cont
ext
Transition: Share>Find>Follow>Like
11%
71%
18%
Social Sharing Only
Like/Follow Only
Both
More Than 2/3 Include Like/Follow
Silverpop Study: Top Online US Retailers
Promote Likes/Follows
• Holiday card: Sent 12/24• Facebook album: 150+ photos added
Sharing Done Right – What’s Your Ice Cream?
Agenda – Get Personal
Moc
ial O
pt-
Ins
Exte
nd Yo
ur
Reac
h
Get Personal
Design
for
Cont
ext
[get pur-suh-nl]
1. Marketing content that speaks with a “human” voice.
2. Targeted, personally relevant messaging based on consumer preferences, demographics and behaviour.
3. Dude, lose the corporate speak.
Old Rule:Sell the sizzle, not the steak.
New Rule:Educate with grilling tips, recipes
and wine pairing.
Let Customers Do the Selling
30+% Increase in Orders and Sales
Agenda – Design for Context
Moc
ial O
pt-
Ins
Exte
nd Yo
ur
Reac
h
Get Pe
rsona
l
Design for Context
Going Mobile / Screensize-apalooza
Where is Your Email Being Read?
So Context Means…Scannable
Singular calls to action
Larger fonts
Single columns
Bullet-proof / large CTA buttons
Design for touch …
Old mouse New mouse
The New Design Challenge
Source: StyleCampaign.com, Litmus
Do Your Email’s Have the Touch?
4 Takeaways
Capture Customers via Social & Mobile
Channels
Get Human
Make Content Shareworthy &
Shareable
Design for Multiple Devices/Touch
What are you doing to
advance your email program
in a world gone mocial?
Q & A / Contact Information / Thanks
• Loren McDonald• [email protected]• Twitter: @LorenMcDonald• Twitter: @Silverpop• Google+: +Loren McDonald
www.slideshare.net/silverpopwww.silverpop.com