Online Marketing Summit New York, NY | July 9th, 2010

CONNECT  THE  DOTS  Integra(ng  Emerging    Channels  into  your  Email  Marke(ng  Program

Dylan T. Boyd VP Sales & Strategy eROI

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AGENDA:  Challenges of the Current Landscape"

  Planning for Success Pragmatically"

  Benchmarking & Reporting"

  Techniques & Execution"

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Most digital relationships started with a website, with email marketing bringing them back.  

New devices and technologies have altered this forever.

This mix still works though…very well.

Protect it.

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Whatʼs the value of an email address?

$180 source:

Email Marketing: An Hour a Day Authors - Jeanniey Mullen, David Daniels, David Gilmour���Publisher - John Wiley and Sons, 2008

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The Inbox is Cluttered; Attention is Scarce#

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Itʼs that way everywhere…not just in email#

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Lots of devices, few standards.#

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Lots of consumption, few conversions.#

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•  Delivered Rate ""•  Open Rate "•  Click Through ""•  Conversions"

•  Forwarding "•  Sharing "•  Adding Preferences"•  Unsubscribe Rate"

What Does Email Success Look Like?#

Other  channels  presence  must  support  -­‐  not  distract  -­‐  from  these  email    marke(ng  goals.  

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Start integrating where you already have some traction.

Those answers are in your web analytics.

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Google Analytics Referring Sites"

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Google Analytics Mobile Devices"

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More Tools Are on the Way Flowtown – Find out what Social Sites your Subscribers are On"

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Benchmarking for Success A Few Ideas…!

Mobile#Click Through"Conversions"Page Views"Time on Site"Sharing"

Social#Click Through"Conversions"Sharing"Mentions"Fans/Followers/Etc…"New Subscribers"

Video#Plays"Conversions"Votes/Polling"Sharing"Comments"

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Integrating Social into Email

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Integrating Social into Email

SES  Event  Promo,on  

Replying  to  this  email  to  ask  a  ques;on  would  be  much  more  effec;ve  than  having  a  “conversa;on”  about  it  on  a  social  site.  

Reply-­‐6583@  doesn’t  invite  that  interac;on.  

Start by allowing and promoting replies#

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Integrating Social into EmailContextualize Social Sharing Links in Email

OK! Magazine Newsletter

“Read More”, first desired option."

“Share this Story” on Twitter/Facebook is"also a win as a second option to drive page views."

Sharing URLʼs provided by Facebook and Twitter for single click to converting the share."

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Integrating Social into EmailMake Sharing a Call-To-Action#

Hotels.com Promotional Email#

“Share this deal on Facebook” is presented as the first option."

Doesnʼt compete with “GO >” call-to-action in the bottom right."

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Integrating Social into Email

FEI  Welcome  Email  

Compe;ng  with  your  own  call-­‐to-­‐ac;ons  can  be  tricky.  

Use  dedicated  messages  early  in  the  lifecycle  instead  of  crea;ng  compe;;on  with  high  performing  messages  like  the  welcome  email.  

Icons  will  be  clicked  on!  

Donʼt compete with your call to action!

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Integrating Social into Email

Levi’s  Welcome  Email  

The  first  order  is  the  most  important  thing  here.  

Placement  in  the  Footer  allows  all  desired  Call-­‐to-­‐Ac;ons  to  be  seen  in  order  of  importance.  

Social  Icons  aren’t  overly  descrip;ve  but  support  the  crea;ve  direc;on.  

Take your best shot at conversion first

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Integrating Mobile into Email

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Integrating Mobile into Email Content Heavy Newsletters Must Be Formatted

2 OPTIONS:#

• Add link to web-based Mobile Version#

• Format HTML email for all devices#

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Are your mobile readers more engaged than you think?

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Are your mobile readers more engaged than you think?

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What We Had to Change"No longer a simple site – but a rich mobile experience#

Add  your  Web  Analy(cs  to  your  hosted    mobile  version  to  analyze  the  impact  of  the  traffic  and  learn  how  to  change.  

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Integrating Mobile into EmailStart by Testing “View Mobile Version”

Add  your  Web  Analy(cs  to  your  hosted    mobile  version  to  analyze  the  impact  of  the  traffic.  

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Integrating Mobile into Email“Just the Facts Maʼam.”

Teleflora  Mobile  Version  vs.  Teleflora  HTML  with  Images  

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Integrating Mobile into EmailCan they Convert on the Mobile Web?

If your emails are driving a lot of traffic from mobile devices, you are probably ready for a mobile-friendly website.!

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Integrating Video into Email

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Run some tests in Gmail"Integrating Video into Email

Add  full  YouTube  URL  into  email  for  Gmail  users.  

Video  will  display  in  Inbox  below  footer  

Monitor  views  from  Video  at  YouTube.com  

Tests  may  show  demand  for  more…  

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Use “Play” Buttons on Images"Integrating Video into Email"

Users  will  click  through  on  an  image  with  a  familiar  “play”  bu]on  to  watch  the  video  on  the  web.  

Host  /embed  the  video  on  your  site  or  blog  for  maximum  impact  instead  of  video  hos;ng  services  

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Research your Topic & Competition on YouTube"Integrating Video into Email"

228  views  in  almost  2  years,  not  an  “overnight  success”  

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Dylan T. Boyd#eROI#dylan.boyd@eroi.com"Ph: 503-290-3101"Twitter.com/dtboyd"Twitter.com/eROI"

LinkedIn.com/in/dtboyd"

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Thank You #OMSBOS!#

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