{"id":22635,"date":"2012-08-16T10:24:24","date_gmt":"2012-08-16T17:24:24","guid":{"rendered":"http:\/\/www.bruceclay.com\/blog\/?p=22635"},"modified":"2014-09-15T15:18:58","modified_gmt":"2014-09-15T22:18:58","slug":"the-new-inbox-the-intersection-of-email-mobile-and-social-marketing","status":"publish","type":"post","link":"https:\/\/www.bruceclay.com\/blog\/the-new-inbox-the-intersection-of-email-mobile-and-social-marketing\/","title":{"rendered":"The New Inbox: The Intersection of Email, Mobile and Social Marketing"},"content":{"rendered":"

Ready or not, social media and mobile are prompting email marketers to re-examine the effectiveness of their current programs. With new social networks, mobile devices, and mobile apps constantly entering the digital arena, it’s easy to feel confused or overwhelmed. This session will provide an opportunity to pause, think, and take action on the intersection of email, social, and mobile. It will:<\/p>\n

Explore how and why the mobile age is transforming the “inbox.”
\nExplain why your email marketing is a strong foundation for social and mobile marketing success.
\nEquip you with ways to immediately optimize for and navigate the social and mobile currents.<\/p>\n

Moderator:
\nSundeep Kapur, Digital Evangelist, NCR Corp.
\nSpeakers:
\nJay Jhun, Director of Strategic Services, BrightWave Marketing (@emailrocks<\/a>)
\nAlex Lustberg, VP Marketing, Lyris (@alustberg<\/a>)<\/p><\/blockquote>\n

Alex believes we live in a time of chaos. There’s a proliferation of data that makes it hard for marketers to understand their audience. Like the weather, you might be able to predict a couple days or weeks out, but you don’t really know.<\/p>\n

Pinterest is a phenomena we couldn’t have guessed. How can you integrate different components?<\/p>\n

How people get their email today:
\nMobile: 36%
\nDesktop: 33%
\nWeb mail: 31%<\/p>\n

We have to design for small mobile devices at the same time as multi-monitor giant screens.<\/p>\n

The importance of email:<\/p>\n

107 trillion e-mails sent annually
\n$40 in ROI for every $1 spent
\n90% believe personalization improves performance<\/p>\n

The customer convo:<\/p>\n

Start with key questions like where are you customers, what are they talking about and what are they sharing.<\/p>\n

Tip #1: Social for customer insights
\nDrive better engagement
\nCreate more targeted messaging<\/p>\n

Tip #2: Social for growing lists<\/p>\n

Tip #3: Embed social in email<\/p>\n

Tip #4: Social for one-to-one connections
\nCustomer questions asked and answered in real time
\nAddresses multiple customers at once<\/p>\n

Tip #5: Share all content to social<\/p>\n

Tip #6: Integrate to further leads along the way<\/p>\n

Tip #7: Design for mobile
\nHave a responsive version or else lose 30-50% of your target<\/p>\n

Tip #8: Redeem email promotions via mobile<\/p>\n

Tip #9: Stay ahead in social
\nCurate content that’s visually compelling; leveraging Pinterest may make sense for a business<\/p>\n

Tip #10: Develop KPIs
\nRaw community growth
\nSubscriber list growth
\nSocial sentiment
\nSite traffic
\nEmail\/text conversions
\nSales conversions<\/p>\n

A couple best practices:
\nDeliver a unified message to your customer
\nUtilize tools to quantify return on investment<\/p>\n

\"20120816-112403.jpg\"<\/a><\/p>\n

Jay is next. He asks the audience to stand if they use a Droid. Blackberry users are asked to stand. Then iPhone users and finally Windows phone users. He says that it’s about 50\/50 iPhone to other in the US. The mobile experience is different on all the devices and that has to be accounted for.<\/p>\n

Mobile transcends channels:<\/p>\n

Phone
\nEmail
\nSMS
\nCamera
\nSocial media
\nBlog
\nNews
\nGPS
\nRestaurant guide
\nHair cuts
\nSo much more… No one should talk about mobile as a channel.<\/p>\n

5 Action Items<\/p>\n

1. Identify and target your mobile audience.
\n2. Get serious about subject lines and preview text.
\n3. Get smarter about leveraging shareworthy content in email. This includes media, video, blog, social media.
\n4. Design for mobile.
\n5. Mobile destinations required. At least have a landing page.<\/p>\n

\"20120816-112635.jpg\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Social media and mobile are prompting email marketers to re-examine the effectiveness of their current programs. With new social networks, mobile devices, and mobile apps constantly entering the digital arena, it’s easy to feel confused or overwhelmed. This session will provide an opportunity to pause, think, and take action on the intersection of email, social, and mobile. <\/p>\n

Read more of The New Inbox: The Intersection of Email, Mobile and Social Marketing<\/a>.<\/p>\n","protected":false},"author":38,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[29],"tags":[39,1112],"acf":[],"yoast_head":"BruceClay - The Intersection of Email, Mobile and Social Marketing<\/title>\n<meta name=\"description\" content=\"SES San Francisco liveblog. 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