Silverpop takes a look at how to adapt your email marketing programme to thr

2. Today’s Plan
• PART 1: • PART 2:
A look at the role of Crowd-source an
email marketing in integrated email,
today’s mobile, social mobile and social
and local world. campaign.

3. 5 Goals
1. Some new ideas of how companies are integrating
email, social and mobile marketing
2. A clear example of how you can build an integrated
programme or advance your current programmes.
3. Thoughts on how to measure success in this new
marketing mix.
4. A list of common obstacles you may face as you
move forward and how to overcome them.
5. €25 in your pocket.

4. When is social media
going to kill
email marketing?

5. Marketing
The World Has Changed
^

9. Mobile Apps are Exploding
25 billion downloaded by 2015
Juniper Research

10. Buzz
ROI

11. What about the
2,000,000,000
people…

12. Radacati Group

13. Social vs Email
Conversation Conversion
Email drives the ROI in Mocial

14. Automation & Triggers
Welcome
Purchase Cart / Browse
Anniversary /
Happy Birthday Abandonment
Nurture
& Convert Order
Bounceback Confirmation /
Shipping
Product Review Customer
Requests Satisfaction

15. Email marketers must
adopt, adapt and improve.

16. Mobile
Social
Local
“mo + ci + al”

17. Email Marketing in a Mocial World
Integration
Context/Design
Humanisation
Automation / Triggers

18. So what is the current / future
state of “mocial” marketing?

19.  500 Silverpop clients
 April 2011
 Use of social, mobile,
local and email channels

20. How integrated are your marketing programmes
across email, social and mobile?
N/A Yes Not at all Somewhat
7%
75% 13%
Yes /
Somewhat
18%
62%

21. For which social media channels does your
company have a presence?
Twitter 45%
Facebook 44%
YouTube 39%
LinkedIn 29%
Foursquare/Gowalla 4%
0% 10% 20% 30% 40% 50%

22. Do you have an email opt-in form
on your Facebook page?
Yes No plans to add N/A Plans to add
48%: 10%
Have/Plan
to add 38%
22%
30%

25. Transition: Share>Find>Follow>Like

26. 78% Including Social Links in Emails
Internet Retailer
500 Study

27. Do You Offer Email Opt-in with SMS
Yes Plan to offer N/A No plans to offer
6%
13%
81% 44%
say
No or
No Plans 37%

28. Get out your phones
Text to 12345
ABCD ADD
[your email
address]

29. SMS Text to Email Opt-in
Point
Events Of Billboards
Purchase

30. Impact on Email Marketing
Integration
Context/Design
Humanisation
Automation / Triggers

31. Going Mobile / Design OVERLOAD

32. Where is My Email Being Read?

33. Context Means…
Scannable
Singular calls to action
Larger fonts
Single columns
Bullet-proof / large CTA buttons
Design for touch

34. The New Design Challenge
Old mouse New mouse

35. Do Your Emails Have the Touch?
Source: StyleCampaign.com, Litmus

36. Impact on Email Marketing
Integration
Context/Design
Humanisation
Automation / Triggers

37. Old Rule:
Sell the sizzle, not the steak.

38. New Rule:
Educate with grilling tips, recipes
and wine pairing.

39. Let Customers Do the Selling
30% lift in key metrics!

41. Get Real.
Get Human.
Add Value.

42. Impact on Email Marketing
Integration
Context/Design
Humanisation
Automation / Triggers

43. Social is the New Broadcast

44. Try Doing this with Social Media

45. Nurture
Highly
Transactional
Personalised
Email’s
Strengths
Triggered off
Behaviour Dynamic
Campaign
Tracks

46. Low Volume, High ROI
Volume of Emails sent Email Generated Revenue
4.1%
Triggered
Campaigns
40.2%
Triggered
Campaigns

47. Email Marketing
is Healthier than ever.

48. And social, local and mobile make
it more powerful than ever.

49. What are you doing to
advance your email programme
in a world gone mocial?

50. Questions before we move on?

51. PART 2: Workshop Session
Less of me. More of you.

52. About Silverpop
• 1,600+ customers
• Across 38 countries
• >2B email messages sent
per month across our
customer base

53. • Resource Centre
at silverpop.com
– White papers
– Webinars
– Blogs
– Case studies
– Newsletters
• Presentations on SlideShare
– www.slideshare.net/Silverpop
New Study:
Top 100 UK Retailers Tracking Study

54. Thank you for your time!
Tweets: @rlevans
revans@silverpop.com