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![Integrating Video into Email
Use “Play” Buttons on Images
Users
will
click
through
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an
image
with
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watch
the
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on
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Host
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blog
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hos;ng
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Connecting the Dots -
This document contains the agenda and presentation slides for the Online Marketing Summit being held in New York City on July 9th, 2010. The presentation by Dylan T. Boyd of eROI focuses on integrating emerging channels like mobile, social media, and video into existing email marketing programs. The presentation covers challenges in the current landscape, benchmarking email marketing success across different channels, and techniques for execution including formatting emails for mobile and using video and social sharing buttons. Attendees are encouraged to test integrating these channels and measure results in their email programs.
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Connecting the Dots -
- 1. Online Marketing Summit NewYork, NY | July 9th, 2010 CONNECT THE DOTS Integra(ng Emerging Channels into your Email Marke(ng Program Dylan T. Boyd VP Sales & Strategy eROI 1
- 2. AGENDA: Challenges ofthe Current Landscape" Planning for Success Pragmatically" Benchmarking & Reporting" Techniques & Execution" 2
- 3. Most digital relationshipsstarted with a website, with email marketing bringing them back. New devices and technologies have altered this forever. This mix still works though…very well. Protect it. 3
- 4. Whatʼs the valueof an email address? $180 source: Email Marketing: An Hour a Day Authors - Jeanniey Mullen, David Daniels, David Gilmour Publisher - John Wiley and Sons, 2008 4
- 5. The Inbox isCluttered; Attention is Scarce# 5
- 6. Itʼs that wayeverywhere…not just in email# 6
- 7. Lots of devices,few standards.# 7
- 8. Lots of consumption,few conversions.# 8
- 9. What Does EmailSuccess Look Like?# • Delivered Rate • Forwarding • Open Rate • Sharing • Click Through • Adding Preferences • Conversions • Unsubscribe Rate Other channels presence must support -‐ not distract -‐ from these email marke(ng goals. 9
- 10. Start integrating whereyou already have some traction. Those answers are in your web analytics. 10
- 11.
- 12.
- 13. More Tools Areon the Way Flowtown – Find out what Social Sites your Subscribers are On 13
- 14. Benchmarking for Success A Few Ideas…! Mobile# Social# Video# Click Through Click Through Plays Conversions Conversions Conversions Page Views Sharing Votes/Polling Time on Site Mentions Sharing Sharing Fans/Followers/Etc… Comments New Subscribers 14
- 15. Integrating Social intoEmail 15
- 16. Integrating Social intoEmail Start by allowing and promoting replies# SES Event Promo,on Replying to this email to ask a ques;on would be much more effec;ve than having a “conversa;on” about it on a social site. Reply-‐6583@ doesn’t invite that interac;on. 16 16
- 17. Integrating Social intoEmail Contextualize Social Sharing Links in Email OK! Magazine Newsletter “Read More”, first desired option. “Share this Story” on Twitter/Facebook is also a win as a second option to drive page views. Sharing URLʼs provided by Facebook and Twitter for single click to converting the share. 17
- 18. Integrating Social intoEmail Make Sharing a Call-To-Action# Hotels.com Promotional Email# “Share this deal on Facebook” is presented as the first option. Doesnʼt compete with “GO ” call-to-action in the bottom right. 18
- 19. Integrating Social intoEmail Donʼt compete with your call to action! FEI Welcome Email Compe;ng with your own call-‐to-‐ac;ons can be tricky. Use dedicated messages early in the lifecycle instead of crea;ng compe;;on with high performing messages like the welcome email. Icons will be clicked on! 19
- 20. Integrating Social intoEmail Take your best shot at conversion first Levi’s Welcome Email The first order is the most important thing here. Placement in the Footer allows all desired Call-‐ to-‐Ac;ons to be seen in order of importance. Social Icons aren’t overly descrip;ve but support the crea;ve direc;on. 20 20
- 21. Integrating Mobile intoEmail 21
- 22. Integrating Mobile intoEmail Content Heavy Newsletters Must Be Formatted 2 OPTIONS:# • Add link to web-based Mobile Version# • Format HTML email for all devices# 22
- 23. Are your mobilereaders more engaged than you think? 23
- 24. Are your mobilereaders more engaged than you think? 24
- 25. What We Hadto Change No longer a simple site – but a rich mobile experience# Add your Web Analy(cs to your hosted mobile version to analyze the impact of the traffic and learn how to change. 25
- 26. Integrating Mobile intoEmail Start by Testing “View Mobile Version” Add your Web Analy(cs to your hosted mobile version to analyze the impact of the traffic. 26
- 27. Integrating Mobile intoEmail “Just the Facts Maʼam.” Teleflora Mobile Version vs. Teleflora HTML with Images 27
- 28. Integrating Mobile intoEmail Can they Convert on the Mobile Web? If your emails are driving a lot of traffic from mobile devices, you are probably ready for a mobile-friendly website.! 28
- 29. Integrating Video intoEmail 29
- 30. Integrating Video intoEmail Run some tests in Gmail Add full YouTube URL into email for Gmail users. Video will display in Inbox below footer Monitor views from Video at YouTube.com Tests may show demand for more… 30
- 31. Integrating Video intoEmail Use “Play” Buttons on Images Users will click through on an image with a familiar “play” bu]on to watch the video on the web. Host /embed the video on your site or blog for maximum impact instead of video hos;ng services 31
- 32. Integrating Video intoEmail Research your Topic Competition on YouTube 228 views in almost 2 years, not an “overnight success” 32
- 33. ? 33
- 34. Thank You #OMSBOS!# DylanT. Boyd# eROI# [email protected] Ph: 503-290-3101 Twitter.com/dtboyd Twitter.com/eROI LinkedIn.com/in/dtboyd 34
- 35. Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit 35