6 Keys To Email Sharing
Download as PPTX, PDF3 likes575 views
The document outlines six key strategies for successfully integrating social networks and email marketing, emphasizing the importance of understanding sharing motivations, targeting appropriate networks, educating subscribers, optimizing email design, creating shareworthy content, and continuous testing. It highlights the superiority of email marketing in terms of ROI compared to other media and encourages the use of social networks like Facebook for enhanced reach. Key takeaways include identifying influencers, making sharing easy, and adapting to what subscribers consider valuable enough to share.
6 Keys To Email Sharing
- 1. 6 Keys to Successful Integration of Social Networks and EmailBrian Brown, ideapark @idpkbrianLoren McDonald, Silverpop -@LorenMcDonald
- 2. Email is Dead, Right?CAN-SPAM ActTwitterSPAMChangingDemographicsRSSFacebookIMMobileOverloaded inbox
- 3. Twitter is Hot, But Email is UbiquitousTwitter has roughly 50 million users*The Radicati GroupEmail has more than 1.4 billion worldwide users*
- 4. In Fact, Social Usage = More Email Usage
- 5. Email marketing outperforms virtually all other media in terms of ROI**DMA, CMO CouncilEmail Still Rules Dude
- 6. Social Email is The New ViralLess than 0.1% CTR0.5% CTR
- 7. One to One to Many
- 8. Extends the Reach of EmailSocial network users are, on average, connected to between 150 and 200 friends24% average increased reach
- 10. Agenda and GoalsAgendaHow Does Share-to-Social Work?The 6 Keys to SuccessKey TakeawaysQ & AGoalsProvide contextBetter understanding of sharingShare best practicesProvide benchmarks
- 11. Share-to-Social (S2S)/Share With Your Network (SWYN): How it Works
- 12. This is NOT Share-to-Social/SWYN…But this is…
- 13. Insert Share LinksESPOr Custom Codinghttp://www.email-marketing-reports.com/iland/2008/10/coding-emails-and-landing-pages-with.html
- 16. The 6 Keys to Successful Integration of Social Networks and Email
- 17. 6 Keys to Successful Social/Email Integration
- 18. 1. Understand What Motivates People to Share
- 19. What Motivates People to Share?
- 20. Contributing to the ConversationSharing benefits people through the value of the information shared in return
- 21. Self InterestSharing rewards the pocketbook
- 22. AltruismSharing makes them feel good
- 23. ValidationSharing feeds the ego
- 24. AffinitySharing makes people feel more a part of the "community"
- 25. PrurienceSharing makes people feel less guilty for gawking
- 26. 2. Target the right social networks and media
- 27. Facebook Links Included 100% of the TimeB2B EmailsLinkedIn = 83%
- 28. Are 4 to 5 Networks the Right #?
- 29. Smaller Networks Generate Higher Share of Clicks# of Share Clicks / Message Unique Clicks
- 30. …But Facebook is Most EffectiveWhich social networks drive the most additional email “views/opens”?Facebook has highest social network effectiveness: Average = 68%
- 31. Top Quartile average = 195%Keys to Targeting the Right NetworksUtilize third-party researchSurvey subscribers/Monitor network activityTest and analyze click/share activityIdentify subtrendse.g., High-value sharersKill the losers
- 32. 3. Educate subscribers on how/why to share
- 33. Why Education is KeyDespite growth, “sharing” is still earlyDifferent levels of social adoptionSharing features/networks can differ in approaches
- 34. Share to Social in ActionAnnounce…
- 35. Explain...
- 36. Encourage
- 37. 4. Optimize email sharing design and link location
- 38. Link Location - Top, Middle or Bottom?
- 40. Eat Better America - Bottom
- 41. Eat Better America - Top
- 42. Dinner Made Easy - Bottom
- 43. Dinner Made Easy – Near Top
- 45. 5. Create shareworthy content
- 46. 8 Keys to Shareworthy Emails
- 47. What B2B Emails Are Shareworthy?Relevant Articles
- 49. News / Press ReleasesB2C - Recipes Are Naturally Viral
- 50. What’s Not Shareworthy?Highly Personalised Emails
- 52. Long newsletters
- 53. Negative News“Dough” + Valentine = Shareworthy
- 54. 6. Test, Analyze and Refine for Increased Sharing
- 55. Test – What’s Working/Not WorkingCopyLink StyleLink LocationBroad versus Narrow Focus MessagesViral-Only MessagesHigh-Value Sharers…
- 56. Identify Key InfluencersIdentify recipientswho shared yourmessageCreate lists of key influencers Target them with future offers andincentives
- 57. How to Measure SuccessProcessEmail share click-through rateNetwork opens/rateNetwork clicks/ratePerformance by networkWho is sharing – influencer ratesOutputNew subscribersAdditional reachConversions/revenue
- 59. What to Tell Your Boss$05X25%
- 60. ...but it does require more than just inserting links
- 61. Key TakeawaysNarrow your network focusMake it easy to shareDetermine what your subscribers find most ‘Shareworthy’Identify and reward your key influencersTest everything and don’t be afraid to fail
- 62. ResourcesWhitepaper, Email Marketing Goes SocialEmails Gone Viral, Social Sharing Benchmark StudyShareworthy card
- 63. Q&A
Editor's Notes
- #6: The Direct Marketing Association estimates that commercial e-mail will generate $45.65 for every dollar spent in 2008. Contrast that with $22.52 for non-email Internet marketing (search engine optimization and ads) and $7.09 for catalog.
- #36: National Express did 3 important things with this email..Firstly - it was a compelling offerSecondly – there wasn’t huge amounts of confusion around the message being sharedFinally – they made it easy and explained what the links were for those unfamililar with the concept
- #48: B2B Marketing emailB2B email marketing and social
- #54: Best of all, users can create a list of the recipients who shared the email to Social Network. These Influencers are especially valuable to marketers, and in a few clicks they can be identified in a list. That list can be used to easily target this valuable group with special offers or special communications that will harness their value.