Social Email Marketing: an emarsys Presentation
Post on 19-Jan-2015
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Daniel HarariHead of Marketing, Co-Founder
Social Email Marketing
What companies are doing now +5 best practices to integrate email with social
© emarsys eMarketing Systems AG
About emarsys
Leading provider of email marketing solutions
& services
Founded September 2000
Private corporation
Offices in London, Vienna, Munich,
Berlin, Zurich and Hong Kong
600+ customers, 8000+ active users,
50+ countries
2.5+ billion emails sent every month
Selected clients
Survey Resultsemarsys Social Email Marketing Poll, 10/2010
Does Your Company Have a Social Media Presence?
No and we are not planning to
Yes
Not yet, but we are planning to
.
Which of the Following Networks is Your Company Presently On?
What are Your Reasons for Using Social Media?
Do You Have a SWYN Functionality Integrated in Your Emails?
Yes
No and we are not planning to
Not yet, but we are planning to
Do You Include Social Media Content in Your Emails?
Yes
No and we are not planning to
Not yet, but we are planning to
Do You Offer the Opportunity to Subscribe to Your Emails on Social Pages?Yes
Not yet, but we are planning to
No and we are not planning to
Do You Measure Results of Your Social Media Activities?
Yes
Not yet, but we are planning to
No and we are not planning to
Are You Satisfied with the Results of Your Social Media Activity?
Do You Plan to Continue Social Media Marketing in the Future?
Yes
Not yet, but we are planning to
No and we are not planning to
1. Share with your network
Viral Marketing via Forward-to-a-friend
Your Email Message
Email Client Forwar
ds
FTAF Form
Forwards
FTAFRecipients
Re-Forwards
2nd-Level FTAFRecipients
Measurable?
Share-with-your-Network Viral Marketing
Your Email Message
Direct Network
Messages
General Posts,Tweets
etc.
SWYNRecipients
Re-Posts, Re-
Tweets
2nd/3rd/4th-Level SWYN Recipients
Measurable!!
Sharing Whole Email vs Specific Content
Depending on amount of
different content/offers
Share options best for individual
content/offers
Things to consider before…
For which networks should I offer share
options?
Is my content ‘shareworthy’? Why would my
subscribers want to share my email content?
How will my company benefit from the ‘shares’?
Just increased awareness or more?
Can I measure the success?
2. Subscribers to Fans/Followers
Turning Subscribers into Fans, Followers
Your Email Message
Call to Follow, Like,
Digg, etc.
New Fans, Followers,...
Influence Own
Network
New 2nd/3rd/4th Fans, Followers
Incentive OptionalIncentive Optional
Things to consider before…
Which social networks do I want my subscribers to
follow?
Why should they get ‘socially connected’ with my
brand?
Do I plan to shift channel emphasis entirely or
adding more touchpoints?
Dedicated campaign and/or ongoing ‘get connected’
buttons?
Do I offer an incentive to join?
Turning Fans, Followers into Subscribers
Social Networks Profile
Integrated Sign-Ups
Link to Email Sign-Up Forms
New Email Subscribers
Incentive OptionalIncentive Optional
Example Mainline Menswear
Difference: Dedicated campaign achieves 4x more conversions
Ongoing
‘Get
Connected’
Dedicated ‘Get
Connected’
Mailing
3.Fans/Followers to Subscribers
Things to consider before…
Why should a fan/follower sign-up for your email
messages? Different content?
Should I run a dedicated campaign or provide
constant sign-up options?
Do I provide a dedicated welcome or confirmation
message for new subscribers from social
channels?
Example Greggs The Bakes
Ongoing competition on Facebook Welcome Page
Sign-up for email promotions included in form
4. Social Content in Emails
Social Content for Emails
Content from Social Networks
Manual Input
Automatic Input
(RSS/XML...)
Your Email Message
Things to consider before…
What social media content do I want my email
subscribers to see and why?
Do I have to enter the content manually or can
this be automated (e.g. latest tweets inserted via
RSS)?
If automated, am I relinquishing control over
potentially inappropriate content?
5. Email Content in Social Networks
Email Content for Social Networks
Tweeted
Posted on
Profile
Your Email Message
Archived on
Profile
Your Social Network Profiles
Things to consider before…
Do I want to publish my entire email message or
only selected content?
Do I want to publish the same content for every
social network?
Do I want to publish the content at the same time
when I launch my email campaign?
Do I have to publish the content manually or is it
possible to automate this ?
For More Information
emarsys UK
Web: www.emarsys.com
Email: uk@emarsys.com
Phone: +44(0) 207 3880888
Twitter: www.twitter.com/
emarsysUK
Facebook: www.facebook.com/emarsy
s
Contact us:
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