If your company is looking at ways to shift budget from other marketing channels toward social media, be careful not to make either/or decisions that could adversely affect overall business success. Today's leading brands recognize that email marketing can act as an effective conduit to achieve better performance across traditional and emerging channels--especially social media. You will learn about why email is more important than ever in the growing social landscape. Walk away from this session with a better understanding of how to use email and social together to drive consumers through the customer lifecycle—from initial acquisition to a lifetime influencer.
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1.Ryan P. PhelanUsing Social Media to Improve Vice President,
Strategic ServicesBlueHornetEmail Marketing Effectiveness
@ryanpphelan
2. Industry Experience > Director, Email Marketing &
Acquisition at Sears Holdings > Responsible for East Coast
Operations at Responsys > Director, Email Marketing & Online
Advertising at infoGROUP, Inc Thought Leadership > DM News:
Email Gets Personal (Cover Story) > Keynote address March 2012,
EEC12 > Recent Article: Changing Consumer Perceptions of the
Email Channel, Simms Jenkins - bit.ly/RP_P1 > Co-Chair of the
EEC List Growth & Engagement Roundtable > Member of:Ryan
PhelanVice President, Strategic Services Various Email Discussion
Groups on: 3. AskQuestions! 4. Think 5. AOL 1995 WHO remembers the
good old days? 6. AOL 1995 WHO remembers the good old days? 7.
Where are we today with Social Email? 8. Im So Confused(and freaked
out) 9. HomeDepot.comMinimal Placement instead ofsharing specific
itemsJoin not share 10. 1-800-FlowersJoin not shareHallmark is all
about happy, why notshare that? 11. A&FPlainBlandBoring 12.
BananaRepublic.comCould easily share this discount 13. TargetLike
not share 14. MacysI have never bought, I have rarelyopened 15.
GillyFacebook votes are in?When did you ask me tovote? 16.
Abercrombie & FitchDoes FB reviews matter?Why not website
reviews? 17. Paulas ChoiceWHOO-HOOOOO!Rationale for being on
Facebook! 18. Social Media Programs> Promotion> Customer
Service> Relationship 19. Goal: Lets trysomething new! 20.
Social Sharing Transactions 21. You dont always know how excited
someone is to purchase something> Great use of social push post
purchase from website> Look to integrate this into transactional
emails 22. Segmentation 23. How can you care about a customer if
you dont know them?All customers wantto be valuedallcustomers want
tobe recognized 24. Automated Execution> Automated recognition
of email behavior Set it and forget it trigger email messages Looks
at email behavior so you have more time 25. Tiered system for
graduated or differentiated reward> Customize the message The
better thecustomer, the greaterthe reward Does not always needto be
a discount Focus on engagement Try Thank you 26. Shhhhh, dont tell
anyone> Secret Rewards Program Want to avoid gaming the system
Calls to action/Messaging should be relationship based Express
thanks 27. Give Them Content, Not Just Discounts 28. Consumers dont
just want discounts. 29. This model is not sustainable 30. Why do
you unsubscribe from emails?Its not just ouremails, its their
entireinbox 31. Contextual Posting 32. All social media
channelshave their own method think about what you post 33. Social
Media is not just Facebook & Twitter 34. Conclusion> Social
Email is more than just the icon Let consumers choose what to share
include in transactional Use segmentation to increase your
customers loyalty Make sure the context of what you are posting is
channel specific Social Media is not just Facebook or Twitter 35.
Questions? 36. Ryan PhelanVice President, Strategic
[email protected] x36113Want to learn about
email marketing? Follow me on Twitterand watch #emailmarketing!>
@ryanpphelan@bluehornetemail
