Join eMarketer Principal Analyst David Hallerman to learn best practices, case studies and the latest strategies for email marketing in this eMarketer webinar.

1. David Hallerman Principal Analyst N O V E M B E R 1 8 2 0 1 0 N E W Y O R K NY Email Best Practices in the Age of Social and Mobile Sponsored by:

3. Idea #1 Mix social and mobile with email Instead of cannibalizing, they fuel one another…

5. Integrated email helps build brand awareness and greater engagement, boosting deliverability and other good things

6. Not news that marketers increasing focus on social and mobile—but email, too

7. Jay Baer, founder, Convince & Convert “ The first step in social media effectiveness shouldn’t be building an empire of half-baked, free-standing social outposts, but rather determining how to add social frosting to your existing marketing cake.”

8. Idea #2 Deal with the details Traditional best practices for email marketing are the foundation…

10. Opt-in email creates higher customer engagement than social or mobile alone—but together…

11. Email list data quality reaches peak with full-scale opt-in (a committed audience) Single Opt-In Affiliate Network or Forward to Friend Purchased List or List Rentals Double or Confirmed Opt-In

12. More people of any age subscribe to opt-in emails than become brand fans on Facebook

13. Tactics used to build opt-in email lists, June 2010 Source: Lyris, October 2010

15. David Daniels, chief executive officer, The Relevancy Group “ A lot of the tactics that you need to apply in social or mobile are the same as direct-marketing tactics. You have to test. You have to optimize, particularly as you enter a channel like social that may be new to the business. All those rules still apply.” Twitter – #eMwebinar

16. 40%-plus of marketers test both email’s unique elements (subject lines) as well as creative and offers

17. Eric Groves, senior vice president, Constant Contact “ You determine the look and content of a message and send it to your contact’s inbox. The recipient can choose to read it or not—but whatever happens will give you valuable information for the future, even message bounces.”

18. Most important reason to use an ESP (email service provider): to measure and analyze all the details

19. Idea #3 Build better segmentation and targeting Data is crucial for all three channels…

21. Nearly 70% of marketers segment and target their email lists ( what’s up with the other 31%? )

22. Most important email marketing initiatives in 2010 Source: StrongMail, December 2009

23. Data derived from email can improve mobile and social marketing performance ( and vice versa )

24. Basic email data contributes to better segmentation and targeting for B2Bs

25. Top 5 tools marketers use to segment audiences blend traditions Source: Forrester Research, July 2010

26. Relevance is key factor in deliverability and relevance highlighted by social and mobile mixed with email

27. Idea #4 Email and social more than just share-this Communication is a two-way…

29. The ongoing connection: Email and social together increase brand reputation

30. Features that inspire trust on social media sites, June 2010 Source: Invoke Solutions, July 2010

31. Stephanie Miller, vice president, Return Path “ Another thing email and social media marketing have in common: both are driven by content. The content that you create for your email program is something that becomes an asset for your social program and vice-versa.” Twitter – #eMwebinar

32. Sharing content is mainly a mix of email and social ( % of messages shared ) Source: SocialTwist, October 2010

33. The two ways most people share content: email and Facebook ( no surprise )

34. User review content is typically derived from social but often used in email marketing

35. The fusion of email and social: better results according to 54% of marketers

36. Idea #5 Mobile is now email central At least for many people…

38. At this point in time, social-email integration offers more impact than mobile-email

39. Email dominates users’ mobile internet time ( % of average hour, June 2010 ) Source: The Nielsen Company, August 2010

40. Mobile media usage in the US, Q1 2010 ( location low now, look to email & SMS ) Source: The Nielsen Company, August 2010

41. Texting akin to email for mobile, but even more personal and therefore needs very clear permission for advertising

42. Idea #6 It’s all about value Discounts, free stuff, content, news, previews, communication…

44. Incentives are as much engagement as most people want with companies

45. Email is often about finding deals ( and you think FB fans are any different? )

46. Simms Jenkins, chief executive officer, BrightWave Marketing “ The bread and butter of any email program is to give something of unique value . So on the Facebook page, we said: ‘If you are on the email list, you are going to get a great offer next week. No one will get this offer except email subscribers.’ We used social to drive subscription interest in the other channel.” Twitter – #eMwebinar

47. Consumer motivation to share an email address is typically value in return

48. Idea #7 It’s all about choice Foundation for all aspects of marketer-consumer relationship…

50. “ Because the email marketer understands permission , he or she is in the best position to own the emerging channels of mobile and social.” Scott Olrich, chief marketing and sales officer, Responsys

51. Finding out what people want is both a social and email strength that drives deliverability

52. The more marketers ask about interests, the more data for segmentation

53. Accurate usage of recipients’ preferences builds more receptive audience—the reverse is reduced loyalty

54. Tim Kopp, chief marketing officer, ExactTarget “ You need to meet consumers wherever they are. That way you can honor their unique preferences in how to reach them.” Twitter – #eMwebinar

55. However, only 37% of retailers actually make it easy to manage preferences

56. Takeaways

58. Who is Return Path? Manage Your Reputation Reach the Inbox Earn a Higher Response

59. Email Monitoring Tools Email Certification Consulting Services

60. Clients who’ve grown with us Achieves Double Digit Open & Click-Through Rates Achieves 35% Increase in Conversion Rates Achieves 100% Increase to Inbox Placement Rate

61. WHITEPAPER: Back to the Basics And why you need Return Path in addition to an ESP http://www.returnpath.net

62. Join CLUB INBOX www.clubinbox.com The place to be to ensure your emails get delivered, seen and clicked.

63. Presented by: David Hallerman Principal Analyst, eMarketer, Inc. Twitter Hashtag – #eMwebinar Sponsored by: Email Best Practices in the Age of Mobile/Social Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 [email_address]