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Top retail marketers are using email to bridge the gap between social media marketing and incremental revenue. Here's your chance to engage leaders in social email and learn how they use email and social media to: - Identify their brand's most profitable social influencers - Motivate influencers to spread the word about their brand - Measure the growth and value of their brand's social presence - Target influencers and like-minded fans when they're ready to buy
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Use Email Marketing and Social Media Together to Drive Revenue
Susan Tull, VP Marketing, BlueHornetJason Weaver, CEO, ShoutletSarah Call, Senior Manager, Online Marketing, Bare EscentualsKailin Terrill, Marketing Manager, BikeBandit.com
Session Takeaways
> Understand the value of using social media and email marketing together> See how today’s leading brands drive results using Shoutlet and BlueHornet> Discuss what’s next for social email, social CRM, and social commerce
Email Marketing:10 Years and Growing
-ROI is over $43 for every $1
-Over $32B in sales in 2009, up from $28B in 2008
-Total US spend on email was $1.2B and is expected to grow to $2B by 2014
Sources: Forrester Research, emailstatcenter.com, eMarketer
Challenge: Deliverability and Engagement
20% of US & Canada email is not making
it to the inbox.
> In 2010, email personalization is down 17% from 2008
> Targeted emails generate $239K monthly net profit. Untargeted emails generate $40K
Sources: ReturnPath, Forrester Research
Social Media Marketing:Sales, Engagement, Loyalty
> 93% of people using social media think companies should have a presence on social sites.
> 85% of those believe companies should interact with them with social media.
> More than half (56%) say they feel a stronger connection with brands who engage them with social media.
> Nearly 60% say they feel better served by these brands.
Source: Cone, “Business in Social Media”
Challenge: Measuring Social Media ROI
70% of companies are not adequately measuring social media initiatives
Top 3 Biggest Obstacles To Measurement:> 30% Dedicated Resources (who will do it)> 25% Don’t know what to measure> 20% Believe Social Media is not about ROI
Social Media and Email: Better Together
Building a Social Email Program: BikeBandit.com
> We started by identifying our goals for this campaign:
> Increase Brand Awareness/ Advocacy
> Increase Traffic/ Opt –ins to our Paid Campaigns (Email)
> Increase our SEO value
> Grow Revenue on BikeBandit.com
> To achieve our goals and ensure that we remained on schedule, we created a phased approach to our launch
> Phase 1: Brand Awareness: Grow the # of Fans (April 2010)
> Phase 2: Increase Engagement of our Fan Base (May 2010)
> Phase 3: Turn Engagement into Revenue! (June 2010)
Using Shoutlet to achieve our Social Goals
> Phase 1: Grow the # of Fans (April 2010)> An email sign up widget > Video Channel Widget (How-To videos)
> Phase 2: Increase Engagement of our Fan Base (May 2010)> Expanded video widgets > Enhanced “special deal” promotions to promote customer sharing> Enhanced email signup widget to gain more customer information (terrain
information, bike information, etc)> Phase 3: Turn Engagement into Revenue! (June 2010)
> Machine specific and Terrain specific special offer widgets> Machine specific video widgets> Product reviews video widgets> Widgets that allow customers to know all the new products that are uploaded each week to
BikeBandit.com > Additional ways BikeBandit.com is using Shoutlet:
> Blogging Widget> Product Page Shareable Video Widget> Share to Social Email
BikeBandit.com Examples
Building on Success: Bare Escentuals
BEing social> We used Shoutlet to
provide e-cards for women to share with their gal pals or sweethearts via email or social sharing.
> Thousands of women shared them with friends—mainly through the email share tool but also embedded to Facebook and Twitter.
BEing social: Sharable E-Cards
the #1 shared card
BEing social: Email Motivates Facebook Engagement
BEing social: Socializing Email Newsletters
Original Penguin Case Study: Social Widget in Email
Campaign details> Model search contest / image widget
Results> Finalists shared the email widget
through social networks and blogs to encourage viewers to click through and vote for them. The widget was viewed a total of 2,216 times and embedded in 65 locations
> The Shoutlet widget was a major component in a campaign which resulted in an 80% increase in Facebook fans
What’s the Effect on Revenue?
> 60% of Facebook fans and 79% of Twitter followers are more likely to recommend a brand since they became a fan/follower.
> 51% of Facebook fans and 67% of Twitter follwers are more likely to buy a brand since they became a fan/follower.
> Positive indication that social updates from followed brands cut through clutter.
The Future of Social Email
> What do you think “social email” will look like in one year? In five years?
4 Ways of Reaching Your Audience
“Socialize” Your Emails and Website
Blog Outreach Engagement on Social Outposts
Advance Media Buys
Questions and Comments
Thank You.
Susan Tull @ohsusantull @bluehornetemailJason Weaver @mixdown04 @shoutletSarah Call @bareEscentualsKailin Terrill @BikeBandit
