Transcript Email Marketing Audit Components Email Marketing

13 ½ powerful ways to attract
more customers using social
media & email marketing
Michael
Leander
21-11-2011
More information here www.michaelleander.com | www.michaelleander.me
Email Marketing Audit Components
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Email Marketing Purpose & Objectives
Email Marketing Content Concept
Email Marketing Value Proposition
Permission Marketing and Privacy
Frequency and channels
Profiling, segmentation and subscription center tactics
Subscriber acquisition conversion ecosystem
Messaging tactics including welcome flow
Design in templates and design consistencies
Response tactics / inbound marketing
Data management including bounce management procedures
Use of behavioral data
Email Marketing Service Provider alignment with objectives
Triggers & events + transactional emails.
Deliverability and ISP issues
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Email is the default communication platform
294 billion email message per day (107 trillion/year)
Social networks use email to communicate
Email techniques required to do well in social media
You control your email list – not your social network
TV & Radio
Social media
Facebook
Twitter
Linkedin
YouTube
Email marketing
PPC Campaigns
Analytics &
tracking
Blog & Website
Priorities &
Return on Time
(ROT)
Let’s first deal with a few
common preconceived ideas
is dead
Reality for
many
social
media
initiatives
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You have 100% to spend -> how would
you prioritize ?
Message/offer
Target group
100%
Creative
Deliverability
Email is the
favorite
channel for
hearing
about sales
or other
promotions
More people join email lists than
become social network fans
I know
best
My boss
knows
best
Which page generated most registrations?
Landing page #1
Landing page #2
Your content
concept
Measure &
react
Automate
Engage
audience
Social Media &
Email Marketing
Roadmap
First 30
days
Your value
proposition
Sign-up
tactics
Attract
audience
Consumers are exposed to 3.000
6.000 marketing messages every day
mobile marketing user
generated content email
marketing Enterprise 2.0 customer experience
RSS feeds marketing web 2.0 permission marketing
communities conversations TV
The Moment of truth
COMMUNICATION OVERLOAD
push/pull web 3.0
Word of
Mouth RELEVANCE FREQUENCY RECENCY
SOCIAL
NETWORKING
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Short attention span, loads of intrusion
- how do you cut through the clutter?
Brain
filter
Do I know you?
Do I need you?
Can I trust you?
Consumers and business buyers are
becoming more and more cautious
Trust is critical
Your content
concept describes
 What you offer
 What the benefits of your
offering are
 Why your audience should
engage
 Frequency, security,
 Trust
 Think like a publisher
Tips for a great
content concept
 Be unique
 Be honest about what you
can deliver
 Manage expectations –
don’t overpromise
Content concept example goes here
Next
Translate your
content concept
into your Value
Proposition
Summary of the content
concept = ESP
(Email Value Proposition)
Bullet list of
benefits
gets attention
Showing or linking to
a sample works well
Notice the
headline
The man has gone to
”extremes” to
explain the value !
Wonder why....
Go to this page and learn >> http://www.draytonbird.com/helpfulideas
How much information should you
ask from people?
Vs.
Your buttons matter!
A: Sign-up for Free Trial
B: See Plans and Pricing
Where is the
value
proposition?
Version A - One page
Version B
First page
Version B
Second page
Interest Desire
Action
required
>> AIDA still works well <<
>> http://www.facebook.com/sonyericsson
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Authenticity
Emotions
Proof
Community driven
Curiosity
Reveal page:
Do something
to get
permission
Result:
29% fill in the form
Attract your
audience
Illustration of using all media channels to
integrate email permission and social media
acquisition
Questions to ask
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Where are my customers?
How do they their spend time?
What are my objectives?
What are my options?
Should I develop a SWOT for
each channel?
How much time can I spend?
What is the commitment
involved for each channel?
Short, long term.
What is my optimal mix?
How can I repurpose content
from one channel to another?
And 19 other questions
Tip 1: Widgets, plugins and badges
Engage your website and blog
visitors > attract more Facebook
likes
Facebook social plugins:
http://developers.facebook.com/docs/plugi
ns/
Facebook badges:
http://www.facebook.com/badges/
Tip 2: Get fans to join via SMS/text
Perfect for ...
• Live events
• Advertisements in
TV, Radio, Outdoor
• Maybe even on your
Businesscard?
• Or at POS (Point of Sale?)
Think hard before you phrase your call to actions !
The journey starts off site –
make it effective
Banner
Consistent use of hero-shots
Web site
Banner
Consistent
use of images
The same goes for the copy in
your social media messages
About EADIM in London here http://www.eadim.com/eadim2011/?ap_id=leander
Pharma marketing article is here http://ht.ly/1f3IoZ
MWR 2
MWR 1
Trust
MWR
3
Trust
MWR 4
Are you using your main navigation to get
visitors to do what you want them to do?
Integrate call to actions on all pages
Which produced more sign-ups – the banner or the text link?
Advertise on in social media and
social networks
Want to get a glimpse of Facebook advertisement
The First 30 Days and Welcome Flow
In email marketing
The experience at the
beginning of the relationship
impacts the LENGTH (how long the
average subscriber
will stay with you) and the VALUE
of the relationship
The First 30 Days – What’s your flow?
Sign-up
First
Contact
Push
referral
First
Newsletter
Second
newsletter
Acquisition
Sign-up
First newsletter
Second newsletter
3,4,5.....
80% click on one
or more of those
links!
Educate your new subscriber –
sequential auto responder welcoming
program
Day 1
Day 3
Day 5
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Learn more about this topic
Michael Leander is an international
marketing speaker. He has spoken in 35+
countries and at countless webinars..
Find him here
http://www.twitter.com/michaelleander
Speaking: http://www.michaelleander.me
Consulting: http://www.michaelleander.com
Email: [email protected]