breaking away from the pack

Email Best Practices in the Age of Social and Mobile – Webinar

By on December 31, 2010 in Uncategorized

I had the opportunity to tune in to the eMarketer webinar, Email Best Practices in the Age of Social and Mobile.  Once THE hot marketing vehicle with unbelieveable conversion rates, it has acquired a not-so stellar reputation, mostly due to spam and other less-than-ethical practices.  However, with the advent of social media and mobile, email has been reborn (tip: Facebook marketing now boasts some of the highest conversion rates).  Return Path Principal Analyst David Hallarman presents a webinar that covers these topics:

  • About email’s integral place among digital messaging channels, such as social networks and mobile
  • Why deliverability challenges increase with multichannel communications, and how to overcome them
  • How to address customer preferences for communications on multiple devices
  • Ways to optimize email for pass-along via email or social networks
  • How the right email service provider can smooth out the process

Social and email marketing are the dynamic duo. Start using email marketing to convert social media into revenue. Some organizations are leery of controlling responses from their customers.

But those conversations, positive and negative, are happening anyway and you will not know about it if you are not involved in social media.

Inform yourself and understand how many promoter there are vs detractors. You can help shape the buzz and social media gets you into the conversation.

How to get started? Think of this as “return on engagement”. The Interactive marketer should influence social chatter, master social communication and develop social assets.

The greatest growth is in users 35+.

Social sharing allows email recipients to share email content on social networks.

Example: A wine newsletter–go to the daily facebook page. On the page, participate in groups and get the information on the site. Post the bottle notes to Facebook and reach people beyond the opt-in list. Create a discussion board on Facebook.

Here’s another one;
The AdAge newsletter drives people to the AdAge video twitter page. You click on the twitter banner on home page and that takes you to the twitter video page. Click on the video links and go to the video content on the web site. Create the hot spots.  These practices will grow your opt-in list and increase retention. A typical fall off rate is 30%.

Another example:  Mabel & Zora
An outbound email encourages people to visit their social media sites. Facebook friends go to twitter and the discussion there. There it encourages people to opt-in to regular communications via the email newsletter.

How much resources are needed to get results? Start small and in a focused manner. Get a small team of people in place to take care of the focused presence—Facebook, for ex. Name an overall leader, name modest goals, and once you have success, then carve out a person for a dedicated function and create more specific goals. This can happen over a month or so. It depends.

Keep your efforts internal (agencies can be helpful but only you can present your authentic voice to the market).

Social media metric tools are only now entering the buying space. What is out there now?

Web analytics — set up specific campaigns to track social media programs that drive to your website.

Social bookmarking — do a quick map report. How many are clicking on your social media icons?

Assets posted to your social media page can also be measured. You can track conversions at landing pages too.

Use your email marketing solution – there are tools there. Create trackable urls whenever possible and track those within the email marketing solution. Put a link on your FB page and track how that drives to your email marketing page.

So get started!
Add share buttons to your emails. Include prominent encouragement to subscribe – give them an incentive
Build your brand. Create a presence on your target market social media networks. Then create your own fan page or group on networks pages. Gently encourage them to join you. Offer advice, tips.

Drive email reps to landing pages that have social sharing buttons on them. Watch as your offer gets passed virally.

Lyris offers a guide at

The beauty of this is that you can hold conversations with people who log on to your social media sites. Ask them what they are interested in (re: content). You may be only 2% of the conversation but you need to find out what will meet their needs.

View the slides and webinar.

How are you making Email work in your marketing with social media and mobile?

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