Leveraging Social Media for Email Marketing Success
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@adamholdenbache LEVERAGING SOCIAL MEDIA FOR EMAIL MARKETING SUCCESS Adam Q. Holden-Bache @adamholdenbache
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My presentation from Search Exchange (10/4/11) that covers how you can use social media marketing for email marketing success. Demonstrates how to grow your email list, connect email to social, connect social to email, and how to use your email list to learn about the social activity of your subscribers.
Transcript of Leveraging Social Media for Email Marketing Success
@adamholdenbache
LEVERAGING SOCIAL MEDIA FOR EMAIL MARKETING SUCCESS
Adam Q. Holden-Bache
@adamholdenbache
@adamholdenbache
EMAIL & SOCIAL:THE PERFECT COMBO
@adamholdenbache
EMAIL SOCIAL MEDIA
@adamholdenbache
EMAILTHE FOUNDATION OF THE INTERNET
@adamholdenbache
@adamholdenbache
@adamholdenbache
@adamholdenbache
Email marketing will generate an ROI of $43.62 for every
dollar spent.
Source: DMA ”Power of Direct Report 2009"
@adamholdenbache
42% of active social networkers check their email account four or more times a day, compared to just 27% of those that don’t use social media.
Source: Merkle ”View from the Social inbox"
@adamholdenbache
63% use the same email account for social media messages as they do for permission based email.
Source: Merkle ”View from the Social inbox"
@adamholdenbache
Social network users check their email more frequently than those not on social networks.
#searchex
Tweet-worthy Takeaway:
@adamholdenbache
HOW CAN I LEVERAGE SOCIAL TO GROW MY EMAIL
LIST?
@adamholdenbache
@adamholdenbache
@adamholdenbache
@adamholdenbache
@adamholdenbache
@adamholdenbache
@adamholdenbache
@adamholdenbache
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Use social channels to generate interest in your emails and direct users to your opt-in form.
#searchex
Tweet-worthy Takeaway:
@adamholdenbache
CONNECT EMAIL TO SOCIAL
@adamholdenbache
Connect & Share
@adamholdenbache
Over 20% of social media users
have shared something from an email campaign to their social accounts
via a share option.
Source: Merkle ”View from the Social Inbox 2010"
@adamholdenbache
Including a social sharing option in an email increased click-through rates from an average of 7.2% to 8.7%.
Including as many as three different sharing options boosted the rate to 11.2%.
Source: GetResponse "Email Marketing and Social Media Integration Report"
@adamholdenbache
Extend your reach…
Active social network users have, on average, around 500 connections.
Facebook average: 130 friendsTwitter average: 300 followersLinkedIn average: 63 connections
@adamholdenbache
Email is the best way to distribute your message, but social media is the best way to have it spread.
#searchex
Tweet-worthy Takeaway:
@adamholdenbache
CONNECT SOCIAL TO EMAIL
@adamholdenbache
@adamholdenbache
@adamholdenbache
• Your audience has already responded positively in the social channel
• Relevant, unique content
• Looks current and timely
• Connects with your readers
Why Include Social Content?
@adamholdenbache
Use your best social content in your email campaigns.
#searchex
Tweet-worthy Takeaway:
@adamholdenbache
USE YOUR EMAIL LIST TO LEARN ABOUT SOCIAL
@adamholdenbache
Append your customer and prospect databases with social media addresses and other social marketing data.
Email Record Appending:
@adamholdenbache
@adamholdenbache
1. Learn more about your subscribers
2. Determine on which social channels to focus
3. Increase relevance
4. Identify influencers and quality prospects
Use Email Record Appending To:
@adamholdenbache
Always try to learn more about your subscribers. Collect data, segment and increase message relevance.
#searchex
Tweet-worthy Takeaway:
@adamholdenbache
A copy of this presentation can be viewed or downloaded at Slideshare:
http://slideshare.net/adamholdenbache
Presentation:
@adamholdenbache
THANK YOU
Adam Q. Holden-Bache8701 Mallard Creek Dr.
Charlotte, NC 28262704-706-2670 x200
