Using Email and Mobile Marketing for Maximum Impact

www.SimplifiedSolutions.biz

Using Email and Mobile Marketing for Maximum

ImpactTom Casale

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Manage more than a dozen email efforts for clients that range from Bridgeview Bank to American Pickers Mike Wolfe

About Simplified Solutions

Digital Marketing and Technology Agency Since 2002Dedicated team of experienced marketers and technologistsConstant Contact All Star Award Winner– 2010Certified Expert Program Partner, Business Partner Since 2002

Simplified Alerts founder– Text Messaging Productwww.SimplifiedAlerts.com

SimplifiedSMS founder– ‘All-in-One’ SMS Marketing Productwww.SimplifiedSMS.com

Tom Casale - [email protected]

Case Studies: www.WebMarketingCaseStudies.com

Online Marketing and Technology

mailto:[email protected]

http://www.webmarketingcasestudies.com/

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SMS Marketing – Text messaging with a purposeOverview and typical program features

Set the Scene

The Big PictureA summary of how an integrated mobile program should work

Mobile Websites – Websites in your handWhy you should consider a mobile version of your site

Getting SocialUsing Social channels to extend your reach

Email and Mobile – A potent 1-2 punchHow to activate campaigns to maximize results

An overview of today’s presentation

Email Recap – Maximizing List GrowthTips, tricks and tools for growing your list… mobile-style.

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Mobile marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.

QUICK FACTS

94% of text messages are opened in 9 minutes or less with a 15% average response rate. Email = 72 hours.

33% of people change their email address annually; only 5% change their cell phone number each year.

What is Mobile Marketing?The world is truly in our hands

Nearly 7% of U.S. web traffic comes from mobile and other non-computer devices

Tablet computers already represent 1.8% of U.S. web traffic (comScore 6/11)

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Engage – InteractProvide value through direct engagement

5 Steps to Maximize Your Campaigns

Target – The audienceGo after the targets you’re chasing

Listen – What are they saying?Use reports and tools to measure engagement

Maximize – Rewards and ROILearn what’s working and repeat.

Best practices

Activate – Make something happenGive them a reason to do something

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INTEGRATED ONLINE MARKETING EMAIL

• Loyalty-driven• Used to activate others.

SMS MARKETING• Text

engagement

• Extends email

MOBILE WEBSITES•Satisfy mobile efforts•Address growing segments

SOCIAL•Extend the reach of campaigns

•Driven by Likes and shares

The most successful programs should include these channels to maximize your opportunities for increased awareness, leads and business.

EMAIL

SMS MARKETING

MOBILE WEBSITES

SOCIAL CHANNELS


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EMAIL MARKETINGHighest list value; perfect for growth

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Email Marketing

List Growth

Your email list is your most valuable marketing asset; follow best practices to growand maintain your list(s)

• Organic and online sign-up forms

• Manage and Maintain programs with:• Frequency• Relevant Content• Targeted Messages• Cross-channel sign-ups

• Ecommerce check-outs• Facebook sign-up (like CC’s)

• Always maintain the list to keep it fresh

List Growth Tools

Use growth tools that leverage mobile: • Constant Contact’s ‘Text to Join’

> TEXT SIMPLIFIED TO 22828

• Create a sign-up signfor generating sign-ups from external locationslike seminars andtradeshows

• Create QR codes to sign-upnew users into your lists

More later about using Email to activate mobile marketing


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SMS MARKETINGThumbs-up promotions

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Information Text Messaging versus SMS MarketingInformational Text Messaging

• A one-to-many group texting (and email) to cellphones

• Sign-ups are exclusively through webpages to lists / categories.

• Executed through email gateways

• Less costly than interactive SMS marketing

• Perfect for budget-driven organizations like schools, recreational sports leagues and office buildings

Success Story:AYSO uses text messaging to alert families about weather cancellations and news updates.

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SMS Marketing

Overview

Driven by shortcodes; highly interactive

Example: Text ‘Join’ to 12345 to receive a 25% off coupon

Cost-effective for senders and highly dynamic; can send images, videos and voice

Users opt-in to lists just like Constant Contact

Users opt-out at anytime by texting ‘STOP’ to your keyword

Governed by guidelines from the Mobile Marketing Association and other organizations

Success Stories

Marriott Hotels contributed 1.2 million in bookings to SMS in one quarter, 1/3 were redeemed the same day.

Dunkin Donuts used a text campaign to increase sales by 9% through short messaging and couponsYou've seen mobile keyword and short code technology on TV shows, radio commercials, billboards, print advertising, and websites.

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SMS Marketing

SMS Features

Mobile Coupons – electronically offer free gifts, % discounts, incentives that are tracked by redemption codes

Mobile Voting and Polls – Text a keyword toyour shortcode to vote for a favorite

List Enrollment – Enroll members in your listsvia text with shortcodes or web via QR codes

Mobile eCards and Appointment Reminders – Pre-schedule promotional reminders like Birthday Club or product renewals

Push to Email, Twitter and Facebook – Send your messages through email and social channels

MMS Features

Images – Send images to lists; great for sending QR or bar codes

Video – Send short videos directly to your subscribers

Voice Broadcast – Send a voice message to registrants. Covers the ‘triad’ of messaging; text, email and voice.

MMS Example: Real Estate

Text short code numbers to receive info like video tours, images, text, web links and


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MOBILE WEBSITESA new way to see things

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Mobile Websites

You need to consider…

7% of total Internet traffic comes from mobile devices; mcommerce is growing to $119 Billion by 2015

eBay expects customers to buy and sell $8 billion of merchandise in 2012

PayPal expects to see $7 billion in mobile payment volume in 2012

Mobile searches have quadrupled in the last year, for many items one in seven searches are now mobile.

Local mobile ad spend will grow from US$404 million to $2.8 billion

How?

A mobile version of your website is critical for integrating into your mobile marketing program

Can be custom-built; but should focus on the core pages if not the entire site

Services like Where.com allow you to claim and build a mobile website FOR FREE

Track analytics on your mobile site to see traffic and conversion rates

In some cases a Mobile AppMight be right for your business


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SOCIAL CHANNELSExtend your reach

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Using Social to Extend Your Reach

Using Social Channels

Promote your efforts across the big 5, Facebook, Linked-in, YouTube, Twitter and now, Google+

Tweet and Retweet

Initiate Facebook share and ‘Like’ Campaigns

Announce status updates or create affinity groups

Load related videos

Create ‘Hangouts’ around yourpromotions

Fact…

Social Media MarketingIndustry Report 2010

10.9% of Facebook shares convert to a sale


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EMAIL SMSA perfect match


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1-2 Punch

SMS / Text Messaging programs are the next best way to get messages

immediately into the hands of your customers.

Nothing can deliver a quick message more efficiently.

Combined with your Email Marketing program it’s knockout a 1-2 punch.

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INTEGRATED ONLINE MARKETING EMAIL

• Loyalty-driven• Used to activate others.

SMS MARKETING• Text

engagement

• Extends email

MOBILE WEBSITES•Satisfy mobile efforts•Address growing segments

SOCIAL•Extend the reach of campaigns

•Driven by Likes and shares

The most successful programs should include these channels to maximize your opportunities for increased awareness, leads and business.

EMAIL

SMS MARKETING

MOBILE WEBSITES

SOCIAL CHANNELS

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Email is the Spark… SMS is the flame

Light up an integrated program

It’s all about the VALUE; why join?

An SMS program can deliver rewards and incentives instantly in the hands of customers

Email and social are the core… SMS can be an instant, exclusive reward

However, mail has a lesser-decay rate… meaning folks tend to save email messages as bookmarks and reminders

Capture cellphone numbers where you capture emails AND through

keywords, QR codes and webpage sign-up links

Your first campaign…

Start with an email to your email list to encourage SMS signups; announce it as a new program with a link to the sign-up page or keyword opt-in

Announce the Terms of the program; how often will you send texts?

Then, activate an instant coupon for redemption; send an email confirmation too.

Begin your program with a bang of a promotion or reward; send also through email, FB, and Twitter

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Engage – InteractProvide value through direct engagement

5 Steps to Maximize Your Campaigns

Target – The audienceGo after the targets you’re chasing

Listen – What are they saying?Use reports and tools to measure engagement

Maximize – Rewards and ROILearn what’s working and repeat.

A best practices review

Activate – Make something happenGive them a reason to do something

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[email protected]


@simsolonline

http://www.linkedin.com/in/tomcasale

WebMarketingCaseStudies.com

Case Studies

Tom Casale, Managing Partner

312-846-7669 x1001

www.SimplifiedSolutions.biz/CC

Upcoming Events

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Case Study

Mike Wolfe

108,000 Fans in Facebook50,000 Twitter Followers

Sends stories from the road creating a high level of engagement.

Added 2,000 names to their email list through Facebook in 15 days

Social commerce inside Facebook is now selling $200K worth of picks and merchandise

Sold $11K within 5 days of one email campaign


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Grow your Mobile List

You may add your message hereThe Graphics maybe removed byediting the Slide Master.

The Background image maybe removedor resized by editing this layout.

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A Two Column Layout Page

Use each area for text, pictures, graphs, smart art, or more.

Use each area for text, pictures, graphs, smart art, or more.Remove this text and addyour own.

You may remove the dart and target from this page if you wish, our use them on another page.

Geographic Region Q1 Q2 Q3 Q4

United States 1254 1254 1254 1254

Europe and Asia 324 324 324 324

Australia 32 32 32 32

South America 2 2 2 2

Canada 1 1 1 1

Mexico 1 1 1 1

TOTALS 1614 1614 1614 1614

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Your Title is Here

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59%

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Pie Graph Page LayoutPowerPoint 2007 Enhanced Version Here is the description of the chart. You may change or delete this text as you wish.

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Line Graph Page LayoutPowerPoint 97 – 2007 Compatible

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Bar Graph Page LayoutPowerPoint 2007 Enhanced Layout

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Bar Graph Page LayoutPowerPoint 97 – 2007 Compatible Layout

Category 1 Category 2 Category 3 Category 40

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Comparison Table Layout

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AmericaAsia Europ

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Q1 2009

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AmericaAsia Europ

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123 34 45 10

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150 45 50 14

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250 62 70 1Here is the description of the table. You may change or delete this text as you wish. This table is compatible with PowerPoint 97 to 2007.

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Process 1• A placeholder for text

for more information





This chart utilizes Smart Art which is feature in PowerPoint 2007. If you wish to make charts like this and don’t have PPT 2007, we have provided the graphical elements to help you build this yourself.





Smart Art Page Layout

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Smart Art Page Layout This chart utilizes Smart Art which is feature in PowerPoint 2007. If you wish to make charts like this and don’t have PPT 2007, we have provided the graphical elements to help you build this yourself.

Here is the description of the chart.

Option ACan go here so that people know what the choices are.

Option BCan go here so that people know what the choices are.

Option CCan go here so that people know what the choices are.

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Informational Texting

Often less costly; not based on interactive short codes.

Great for one to many

Option 2

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Information Text Messaging versus SMS Marketing

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