World Travel Market – Using email with social & 5 top email marketing tips for travel marketers
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Email and social should be the cornerstones of a travel company's digital marketing strategy but all too often ‘share this’ is the extent of the integration. In this presentation Marc demonstrates all that is possible using some thought provoking sector specific examples to illustrate his points.
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World Travel Market – Using email with social & 5 top email marketing tips for travel marketers
- 1. World Travel Market – Using email with social & 5 top email marketing tips for travel marketers
- 2. It’s all about the top lip Please donate here: http://mobro.co/marcsgotatash
- 3. A little about Pure360 Cue obligatory splash of clients...
- 4. And it isn’t about me @marcmunier CM of @pure360 Talks a lot about: • email • digital marketing Occasionally dresses up as smurf.
- 5. Social and email together Driving social interactions through email Driving email interactions through social Somail
- 6. Social in email was AMAZING Insert these simple logos === And you’ll increase traffic to these sites by 1000%* *according to a 2009 Marketing Sherpa report.
- 8. People try and do too much
- 9. Not so great
- 10. Textbook example
- 11. Simple LinkedIn Example The principle is the same
- 12. Takeaways Email is FANTASTIC at driving social interactions BUT Just sticking a logo on your standard email will not work As with any aspect of marketing – focus on one thing at a time.
- 13. Social and email together Driving social interactions through email Driving email interactions through social Somail
- 14. Driving email interactions via Twitter
- 15. Driving social interactions via Twitter
- 16. UKF Drum & Bass – affective sign up • 51.5% open rate from contacts who signed up via Facebook • 38% click through
- 17. innocent drinks
- 18. Facebook Email Signup is ok…… But the future is the register button:
- 19. Social and email together Driving social interactions through email Driving email interactions through social Somail
- 20. The mashup There are some general rules we can follow: Twitter: • Keep it short Facebook: • Make it sharable LinkedIn • Relevancy is king
- 21. What to do with all that data? Personalised campaigns using what you know: Instead of “share this” Try “click to share with your 540 friends” Campaigns based on:
- 22. Go one step further
- 23. Quick note on video in email http://bit.ly/4SQINFO Ok so the email is too long & doesn’t have an external view link But: Excellent use of video without the drawbacks.
- 24. So what did we cover • Focus on driving social interactions • Use social to draw people into email • Email and Social work really really well!
- 25. Bonus session! – 5 top tips 1. Capture 2. Manage Expectations 3. Welcome 4. Personalise 5. Design
- 26. #1 Capture A captured email address is marketing spend “banked” PPC Telemarketing Word of Mouth SEO Social Content
- 27. #1 Capture
- 28. #1 Capture
- 29. #1 Capture
- 30. 1# - Last thought on capturing Submit Subscribe Signup or Sign me up Subscribe today Subscribe now and Start Saving Make them instructions Kudos to Smart Insights
- 31. What are the ten things 1. Capture 2. Manage Expectations 3. Welcome 4. Personalise 5. Design
- 33. #2 Manage Expectations Comments from subscribers Link to the last newsletter Talk about frequency “I am really glad the newsletter is back. I missed the informative wit, erudite tips, and easy links to fascinating facts.” “Thanks for your newsletter. I enjoy your commentaries and insights tremendously. You have given me information on books which I have purchased and enjoyed.” www.mantex.co.uk
- 34. What are the ten things 1. Capture 2. Manage Expectations 3. Welcome 4. Personalise 5. Design
- 35. #3 Build the relationship - welcome Source: Econsultancy best practice guide
- 36. #3 Welcome – reasons to do it Don’t leave it – act now • Shorten sales cycle • Reduce discounts • Increase conversions • Increase engagement
- 37. #3 Welcome example Case Study – Park Holidays Welcome mailings
- 38. What are the ten things 1. Capture 2. Manage Expectations 3. Welcome 4. Personalise 5. Design
- 39. #4 Personalise If you have the data it is easy peasy....
- 40. #4 Personalise If you don’t have data you need to be a little more creative Look at what you have: Domain? When they signed up? Where they came from? Where there are ? Who are they assigned to? Date of Birth What products are they interested in?
- 41. #4 Personalise
- 42. What are the ten things 1. Capture 2. Manage Expectations 3. Welcome 4. Personalise 5. Design
- 43. #5 Design for the preview pane
- 44. #5 Design for the preview pane
- 45. Thanks for listening... ...I can’t wait to hear all your questions! @marcmunier marc.munier@pure360.com
Editor's Notes
- We love social – it works !
- Add this. Share this, tell your friends about this, it’s just so DULL now, even worse it’s now invisible
- Everyone should be promoting email subscription via their social channels.
- Massive benefits…No need to fill out form – will be pre-populated with basic informaionShows friends who have done the sameCan ask for more informationGet DOB, # of friends as standard.
- What can we learn from social interactions that we can use in email marketing
- Also talk about video in email – show map.
- 40% of visitors will complete a signup form if they perceive a benefit in doing soVOTE: Who here has implemented a two stage sign up?
- 40% of visitors will complete a signup form if they perceive a benefit in doing so
- VOTE: How many of you have access to recipient names? And how many of you use them to personalise emails?