Social, Mobile and Local: Why They Matter for Email Marketers

@Silverpop @LorenMcDonald

Digital Marketing Channel Explosion

Your Web site may no longer be the center of your universe Pre-Copernicus (1543)

25M

800M 250+M

Not a fad…but a way of life

75M

Q4 2010

Smartphone Sales Pass PC Sales

100+ Million Tablets Expected to Sell in 2012

25 billion downloaded by 2015

Juniper Research

Mobile Apps are Exploding

Mobile & Social are Converging

Foursquare Adding 1 Million Users a Month

Now 20MM

Over 3 million check-ins per day 500,000 using the Merchant Platform

Facebook also has 350MM

Mobile users

We call this “mocial”

mobile + social + local + email

Mocial

Email

Social

Mobile Local

Facebook Request for Permission

Social Login – The new opt-in form

66% of people prefer social sign up

Email

Name

Location

Birth Date

Gender

Friends/Contacts

Profile Photo

Interests

Source Janrain

Social Profile Data by Network

• Holiday card: Sent 12/24/10 • Facebook album: 150+ photos

added

“Doughboy” + Valentine = Shareworthy

Sharing Done Right – What’s Your Ice Cream?

[get pur-suh-nl]

1. Marketing content that speaks with a “human” voice.

2. Targeted, personally relevant messaging based on consumer preferences, demographics and behavior.

3. Dude, lose the corporate speak.

• Service tone

• Human

• 50% conversion

How-to video

Let Customers Do the Selling

1/3 Increase in Orders and Sales

Email

Social

Mobile Local

Going Mobile / Screensize-apalooza

Where is Your Email Being Read?

So Context Means…

Scannable

Singular calls to action

Larger fonts

Single columns

Bullet-proof / large CTA buttons

Design for touch …

Old mouse New mouse

The New Design Challenge

Source: StyleCampaign.com, Litmus

Do Your Email’s Have the Touch?

Know Your Audience

Source: Unica Corporation/Pivotal Veracity

Mobile 64% higher

CTR

Regular

A/B test sent to frequent

mobile openers

SMS to Email Opt-in

Tablet/Kiosk Opt-in Collection

QR Codes to Email Opt-in

• Printed collateral • Tradeshow booth • Signage • TV

25+% of Apps Used Only Once

Apps: FB Connect & Email Opt-in

Email

Social

Mobile Local

Gamification

Why should marketers care?

Loyalty

Check-in Marketing Opportunities

Local Offers Sweepstakes Twitter

Messaging

Email Marketing

Opt-Ins Increase Email Signups

Sweepstakes & Scavenger Hunts

Run sweepstakes and scavenger hunts based on when someone checks in to a location with Foursquare or Facebook

Sweepstakes Sign-Up

Email Confirmation

Participants Check-In

Don’t be afraid to jump in

About Silverpop

Contact

Loren McDonald Twitter: @LorenMcDonald lmcdonald@silverpop.com Google+: Loren McDonald

Twitter: @Silverpop www.slideshare.net/silverpop

www.silverpop.com