social media gets you in the door, but email marketing is the closer

Social gets you in the door, but….

Email is your Closer

Internet Summit, Nov. 2010

Jenn MarkeyDirector Business Development, Protus

jmarkey@protus.com twitter.com/jmarkey

Is it really a matter of Email vs. Social Media?

NO

Video didn’t kill the radio star YouTube didn’t knock off TV Twitter didn’t shutdown

blogging

BUT… In each case, new

technologies forced incumbents to evolve

Same is true for email marketing!

Research Compariso

n Preferenc

e Trial Conviction Purchase

Post Purchase

Social gets you in the door, Email drives conversions

Social affects discovery, preference and post purchase experience

Email pushes conversions through, reduces post purchase dissonance, & is an important source of ongoing lead nurturing

“For every dollar spent doing email marketing in 2010,

you can expect an return on your investment of $42”

- Direct Marketing Association

Email Marketing

Has become increasingly regulated Doesn’t have that hip factor Email is now in 3rd place in terms of ‘share

of time’ online, down 28% y-o-y, while social networking the leader is up 43% y-o-y – Nielsen

BUT… email marketing is stronger than ever 42% of US consumers cited that they prefer

to receive ads for sales & specials via email compared to 3% who preferred social networking sites - eConsultancy

EMAIL - BE RELEVANT or

BE SILENT

7

SOCIAL KEEPS IT RELEVANT

8

Leverage social patterns for email engagement

Where did the customer come from? Use that information to drive your email lead nurturing

program

Customer Twitter

Facebook

MySpace

LinkedIn Stumble

Upon

Digg

YouTube

Female or Male

Birthday

24/08

Age

Geography

Personalize your email message

Source: MarketingSherpa

Think like a customer WIIFM – speak to customer’s

needs and interests Reviews & Testimonials Encourage Feedback

Ask about what they want to hear Images Use personalization

Engage Customers at Every Stage

Plan your email program based on Origin: Facebook, Twitter, Website, Search Marketing Customer Life Cycle: history, engagement, loyalty Dates: seasons, holidays, birthdays, anniversaries

Automation is key to success

Monthly newslette

r

Loyalty offer

Birthday coupon

Monthly newslette

r

Monthly newsletter

Local offerings

Newsalert

Welcome email with

discount

Website visit Evaluation

Purchase Usage Re-purchase Loyalty

About Protus

Online communications tools for small business

Founded in 1997 Over 500,000 paying subscribers & growing Affordably-priced, easy to use 24/7 customer support

Award Winning

jmarkey@protus.com

twitter.com/jmarkey