Email Marketing Goes Social

Let’s talk social sharing in email...

• Marketing shifts

• How email intersects with social

• Case example

• 54 million recipients tell us what works

• Hints and tricks to get you started

Marketing has forever changed

The old way of speaking to customers has shifted...

From Push...

Direct Mail, Bulk Email, Radio, TV,...

...to Pull...

Search, PPC, Blogs

...to Engagement and Sharing

Social, Conversations, Participation, Feedback,UGC

Your brand used to be defined here...

...Now it’s defined here.

By your market... Not just your marketing!

The exploding ‘Groundswell’

“Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you on social networking sites like Facebook. These are all elements of a social phenomenon that has created a permanent shift in the way the world works. Most companies see it as a threat.

You can see it as an opportunity.”

Let’s consider the implications

• You define your brand and influence it.

• You help shape it.

• But, you do not control it.

Let’s consider ALL the implications

• You have 24/7 market insight.

• More (and less costly)methods of engaging.

• Tens of thousands of people who can and will carry your message forward.

The power of social media

• In 2008, 33% of online users were monthly users of social networks1

• Social network users are, on average, connected to between 150 and 200 friends3

• 40% of email participants use social sites to gather product information and recommendations4

1. “Social Media Consumption” – Jupiter Research, September 23, 20082. “Social Technographics, Mapping Participation in Activities Forms the Foundation of Social Strategy,” Forrester Research, April

2007 3. “The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites,” by Ellison,

Steinfield and Lampe: Department of Telecommunication, Information Studies, and Media Michigan State University; 2007 Journal of Computer-Mediated Communication

4. “Targeting Influential E-mail Subscribers,” JupiterResearch, July 2008

So is email marketing dead?

• 92% of adult Internet users send or read email — far more than regularly visit any social network*

• According to The Direct Marketing Association and CMO Council, email marketing outperforms virtually all other media in terms of ROI**

• Email delivers one of the lowest costs per order and 2-times the ROI of any other digital channel**

*Pew American Life & Internet Study**AberdeenGroup

Email is alive and well

Integrating Email with Social

The efficacy of a normal email campaign

Social networks expand virally

Social email is the new viral

Extend your reach

• Brand exposure• Impressions• Acquisition• List growth

Generate buzz

• Viral buzz• Word of mouth• Brand awareness

Identify your influencers

• Loyal enthusiasts• Brand evangelists• Your connection to a wider market

Case Study

National Express East Coast Trains

National Express East Coast Trains

• Company Overview– National Express ECT are a UK National Train Operating

Company– Have a well established email communications program

which includes targeted content for newsletters and special offers

• Challenge– Wanted a cost effective and efficient way to get their

offers, already well received, into the wider community• Solution

– Integration of their email communications with social networks through the utilisation of the new ‘Share-to-Social’

National Express + Share to Social

Email Subject line becomes

“Title” and “Mailing Notes”

become the description

teaser-text to be displayed.

Email recipients can add their own comments or endorsement

sUsers can select a

thumbnail from some

of the images in

email, or opt to not

include a picture

Recipient taken to social site

Results • 800 recipients shared the email offer

• 80,000 additional impressions

• 8% list growth• 33% people who viewed a

shared item clicked through to the offer – 3x CTR of their standard

emails

Making it work for you

Hints and Tips

Make your messages Shareworthy

• Build trust and engage with your customers.

• Know what motivates your customers.

• Create and state value.

• Make sharing options visible and easy.

• Reward and incent sharing.

What B2B emails are Shareworthy?

Relevant Articles

News / Press Releases

Event /Webinar Notifications

What’s not Shareworthy?

× Long newsletters

× Highly Personalised Emails× Transactional

Emails

× Negative News

A First Look

2009 Social Sharing Study

24%increase in sharing activity

Offer in subject line

6%increase in views of shared

content

89%increase in sharing activity

Branding in subject line

58%increase in VIEWS of shared

content

293%increase in CLICK THROUGHS

on shared content

57%higher rate of

sharing compared to B2C

Business-to-Business

Most popular…

100% Included in every

mailing

Most popular…

68%Social Network Effectiveness

Placement and style

Lifespan of viral email

7 dayson average

Putting it to use

Add the links to your messages

Know what networks work for you

Optimize for those networks

Optimize for those networks

Getting started with social email

• Focus on ‘Shareworthiness’

• Make it easy to share

• Monitor social ‘buzz’ (and engage)

• Identify and reward your influencers

• Test everything and don’t be afraid to fail

Resources

• Whitepaper, Email Marketing Goes Social

• Emails Gone Viral, Social Sharing Benchmark Study

<Insert Dialogue Here>

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