Online Marketing Summit San Francisco, CA | October 11th, 2010

The Current State of Social,

Mobile & Email Marketing

Integration

Alex Williams Digital Strategy

eROI

1

2

AGENDA:

The Study: US Landscape of Social, Mobile and Email

Planning for Success Pragmatically

Benchmarking & Reporting

Techniques & Execution

10/14/2010 3

97% of US households use Email (e-Dialog, 2010)

75% of internet connected homes use Social Networks

(61.5% of all US Households)(Nielsen, 2010)

91% of the US population uses a mobile device (CTIA, 2010)

23% use a smart phone (Frank N. Magid Associates, 2010)

285+ million mobile devices in the United States and there are just over 70

million smart phones (e.g., Blackberry, iPhone, Android, Windows).

Current US landscape of Social, Mobile and Email

10/14/2010 4

The Study

Conducted in April of 2010

500 marketers surveyed

Respondent profile was nearly equal parts B2B marketers (39%), B2C

marketers (31%), and those who are both B2B and B2C marketers (30%).

10/14/2010 5

State of Mobile Marketing

When asked if their companies were measuring the use or prevalence of mobile

devices for their email subscribers, nearly two-thirds (63%) of marketers said no

and another 11.5% were not sure.

10/14/2010 6

State of Mobile Marketing

10/14/2010 7

State of Mobile Marketing

10/14/2010 8

• Social media has been adopted by nearly two-thirds of the United

States population

• Nearly three-quarters (73.7%) of marketers feel that social media is

having a positive impact on their marketing efforts.

• 59.5% of organizations assign less than five hours per week to social-

media-management-related tasks.

State of Social Marketing

This puts social media as one of the least involved marketing programs from

an organizational standpoint.

10/14/2010 9

State of Social Marketing

10/14/2010 10

State of Social Marketing

10/14/2010 11

• Nearly two-thirds of marketers responded that they are integrating social

media with their email marketing efforts and 59.1% are integrating ―Share

With Your Network‖ links.

• When respondents who weren’t integrating social media into their email

campaigns were asked why, they cited lack of resources and knowledge (

35.2% and 21.4%, respectively)— the same reasons given for not using

mobile.

• Of those who are implementing social network links and tools into their email

marketing programs, there are four major networks that are part of their

programs with a handful of second-tier networks being represented.

State of Social Marketing

10/14/2010 12

State of Social Marketing

Planning for Success

10/14/2010 13

14

Most digital relationships started with a

website, with email marketing bringing them back. New devices and technologies have

altered this forever.

This mix still works though…very well.

Protect it.

15

What’s the value of an email address?

source:

Email Marketing: An Hour a Day Authors - Jeanniey Mullen, David Daniels, David Gilmour

Publisher - John Wiley and Sons, 2008

16

The Inbox is Cluttered; Attention is Scarce

17

It’s that way Everywhere…not just in Email

18

Lots of devices, few standards.

19

• Delivered Rate

• Open Rate

• Click Through

• Conversions

• Forwarding

• Sharing

• Adding Preferences

• Unsubscribe Rate

What Does Email Success

Look Like?

Other channels presence must support - not distract - from these email marketing goals.

20

Start integrating where you already

have some traction.

Those answers are in your web analytics.

21

Google Analytics Referring Sites - Social

21

22

Google Analytics Mobile Device Traffic

23

More Tools Are on the Way Flowtown & Fliptop – Find out what Social Sites your Subscribers are On

24

Benchmarking for Success A Few Ideas…

Mobile

Click Through

Conversions

Page Views

Time on Site

Sharing

Social

Click Through

Conversions

Sharing

Mentions

Fans/Followers/Etc…

New Subscribers

Video

Plays

Conversions

Votes/Polling

Sharing

Comments

25

Integrating Social into Email

26 26

Integrating Social into Email

SES Event Promotion Replying to this email to ask a question would be much more effective than having a “conversation” about it on a social site. Reply-6583@ doesn’t invite that interaction.

Start by allowing and promoting replies

27

Integrating Social into Email

Contextualize Social Sharing Links in Email

OK! Magazine

Newsletter

―Read More‖, first

desired option.

―Share this Story‖ on

Twitter/Facebook is

also a win as a second

option to drive page

views.

Sharing URL’s

provided by Facebook

and Twitter for single

click to converting the

share.

28

Integrating Social into Email

Make Sharing a Call-To-Action

Hotels.com Promotional

Email

―Share this deal on

Facebook‖ is presented as

the first option.

Doesn’t compete with ―GO >‖

call-to-action in the bottom

right.

29

Integrating Social into Email

FEI Welcome Email Competing with your own call-to-actions can be tricky. Use dedicated messages early in the lifecycle instead of creating competition with high performing messages like the welcome email. Icons will be clicked on!

Don’t compete with your call to action!

30 30

Integrating Social into Email

Levi’s Welcome Email The first order is the most important thing here. Placement in the Footer allows all desired Call-to-Actions to be seen in order of importance. Social Icons aren’t overly descriptive but support the creative direction.

Take your best shot at conversion first

10/14/2010 31

Integrating Social into Email It doesn’t hurt to ask…

32

Integrating Mobile into Email

33

Integrating Mobile into Email

Content Heavy Newsletters Must Be Formatted

2 OPTIONS:

• Add link to web-based

Mobile Version

• Format HTML email

for all devices

34

Are your mobile readers more engaged

than you think?

35

Are certain mobile device readers

more engaged than others?

36

Integrating Mobile into Email

Start by Testing ―View Mobile Version‖

Tip: Add your Web Analytics code to your hosted mobile version to

analyze the impact of the traffic on conversions.

37

Integrating Mobile into Email

―Just the Facts Ma’am.‖

Teleflora Mobile Version vs. Teleflora HTML with Images

38

Integrating Mobile into Email

Can they Convert on the Mobile Web?

If your emails are driving a lot of traffic from

mobile devices, you are probably ready for a

mobile-friendly website.

39

Alex Williams eROI

alex.williams@eroi.com

Ph: 503-484-5901

@alexcwilliams

LinkedIn.com/in/emailmarketingstrategy

40

Thank You #OMSDMA!

41

Thank You Visit

www.onlinemarketingsummit.com

for more information

Follow us @OMSummit