Socially-supercharged email marketing: Brian Matson, Destination Think!
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Socially-supercharged email marketing It’s time to breathe some new life into the DMO email marketing strategy
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Transcript of Socially-supercharged email marketing: Brian Matson, Destination Think!
Socially-supercharged
email marketingIt’s time to breathe some new life into the DMO
email marketing strategy
2Email: A brief history
3It all began in 1971…
4Honorable mentions
Tom Van Vleck Leonard Kleinrock
Multi-user – One computer Two computers
5Hotmail arrives: 1996By the end of 1997:
8 million usersPurchased for $400 million
MicrosoftWhy Hotmail?
HoTMaiLFree online storage:
2 MB
6Email caught on…
And so were marketers…
People
were
Happy
7And marketers ruin it
1998
8
MARKETINGSOCIAL MEDIA
MARKETING
IMAGE SOURCE: SHOKAI: HTTP://SHOKAI.BLOGSPOT.COM
MARKETERSOCIAL
MEDIA
IMAGE: “JEALOUSY” BY AUDRENLERIOUAL ON DEVIANTART
SOCIAL
MEDIA
12The typical e-newsletter
14The biggest problems…
Saying too much
Not speaking to your audience’s interests
Lack of inspiration & vision
A to-do list item
No integrated planning
15Tendencies and missed opportunties
For years we’ve been “Hoarders”
17
…is MORE Emails!
I got a fever for e-marketing…
18Lead Acquisition
Strike
while
the
iron
is
hot…
22THE database
23Segmentation
Consum
ers
General e-newsletter
-Events-Events-Events-Events
PERSONALIZATION
OF
MESSAGE
IS
25Sign Up Process
Family Getaways
Foodie
Adventure
NASCAR Races
Skiing
26Segmentation
Co
nsu
me
rsNiche #1
Niche #2
Niche #3
27What if I don’t know?
28
29Research your audiences
+
30Ask the right questions
31DON’T ASK:
Desktop VS Mobile
What operating system they use
What browser they use
How important a subject line is
Questions
32DO ASK:
What is valuable to them
Have they visited the destination
What types of content do they want to see
What’s the best time/frequency of messages
What are they most interested in
Questions
34Survey
Development & Delivery
AnalysisStrategy &
SegmentationDelivery
36Contents
Limit Yourself to 3-5 Items
(OR LESS)
Single column
Be visual with content
Send them somewhere
37Less is more
38Going Mobile
39Move beyond events
40Build connection points
CONTENT
41Integration (Photo)
42Integration
43Think of your e-newsletter as an
opportunity to connect and
engage with your audience
across multiple channels
Touch points
44The landing page
45Initiate the discovery process
More work?
47Put your lists to work
48Custom Audiences
49Target Groups
50Retargeting
Integrate
Promote
Engage
Plan
Content
Website
YouTube
E-News
52Rented OwnedVSCHANGING RULES
SHELF LIFE
PAY TO PLAY
YOUR RULES
IT LAST FOREVER
YOU ALREADY BOUGHT IT
AMAZING FANTASY #15
