INTRODUCTION

MAKE EMAIL AN OPTION FOR ALL MARKETING MESSAGES

Whether they’re opting into a mailing list, requesting services, or entering a sweepstakes, consumers should always see email at the top of the list for communication options. It only makes sense—if most people prefer email for marketing communications, give them what they want!

ESTABLISH A CLEAR VALUE PROPOSITION FOR EACH CHANNEL

As marketers, we’re completely immersed in the world of email, Facebook, and Twitter. But consumers may not always understand why they should interact with brands through these various channels. Help them understand the benefits of becoming a Subscriber, Fan, or Follower!

PROMOTE YOUR SOCIAL PRESENCE THROUGH EMAIL—AND VICE VERSA

Consumers might not even realize you’re on Facebook and Twitter unless you tell them! Add social information to your email opt-in page, and include links to your Facebook and Twitter pages in your welcome email. By the same token, why not include an email opt-in form on your Facebook or Twitter page?

INCLUDE SOCIAL SHARING LINKS AND “LIKE”/“FOLLOW” LINKS IN YOUR EMAILS

Take advantage of some simple techniques for encouraging consumers to engage with your brand across channels. By building “Share This” functionality into your emails, you create an instant connection between your brand and the social channel in the mind of the consumer. And including “Like” and “Follow” links in your email is a no-brainer—what could be simpler?

Let’s face it—email and social belong together! Consumers don’t limit their interactions to one channel—and neither should your marketing.

• More than 90% of consumers who are “Fans” of at least one brand on Facebook also receive at least one permission-based marketing email per day
• More than 75% of consumers who “Follow” at least one brand on Twitter also receive at least one permission-based marketing email per day2

Once you recognize how many consumers are interacting with your brand through multiple channels, you’ll see how important it is to keep your messaging fresh, relevant—and channel-appropriate. To make the most of the opportunity, marketers should:

AUTOMATE ROUTINE EMAILS AND TURN TO SOCIAL FOR REAL-TIME CONVERSATIONS

Email is unquestionably the best channel for many of your everyday communication needs—transactional messages, shipping confirmations, etc. Why not automate those routine email messages and free up your time for more strategic real-time interactions?

COORDINATE YOUR EMAIL, FACEBOOK, AND TWITTER MESSAGES

The last thing you want is to confuse consumers with inconsistent messaging across channels. Keep your communications consistent and engaging by coordinating your campaigns across email, Facebook, and Twitter. But don’t forget—“consistent” doesn’t mean “repetitive.” Each channel requires its own unique style and voice.

MONITOR THE CONVERSATION

Setting up a Facebook page or a Twitter account isn’t enough. You also need to monitor and participate in the conversation. Listen for what consumers are interested in, and then respond as appropriate—through Twitter, Facebook, or your company blog (or privately via email, if needed). But remember, it’s not necessary to jump into every Twitterconversation that mentions your brand—consumers may see that as invasive.

Online interaction has a direct impact on purchasing behavior. Once a consumer becomes an Email Subscriber, Facebook Fan, or Twitter Follower, they’re significantly more likely to purchase from that brand.3

• 27% of Email Subscribers are more likely to purchase
• 17% of Facebook Fans are more likely to purchase
• 37% of Twitter Followers are more likely to purchase

It’s been said that a Facebook Fan is worth $136.38. But not every Facebook Fan is worth that much—and some are probably worth even more. Think of each customer as an individual, seek out those who truly love your brand, and reward their loyalty! To best serve brand advocates and drive incremental sales, marketers should:

MOVE BEYOND MEASURING TOTAL REVENUE BY CHANNEL

Instead, take a look at revenue per Subscriber/Fan/Follower. You may find that your Twitter Followers are small in number, but convert at a much higher rate than other channels. Be sure to also take into account repeat customers and average order value.

ENCOURAGE A CROSS-CHANNEL RELATIONSHIP, BUT DON’T REQUIRE IT

Not every channel is right for every consumer. Some Twitter customers have no use for email, and some email customers might not be interested in Facebook. So make it easy for consumers to engage across channels, but don’t penalize those who choose not to do so.

IMPLEMENT A CUSTOMER REWARD PROGRAM THAT CROSSES CHANNELS

It’s important to reward those who support your brand online—but why discriminate based on channel? Rather than offering “email exclusives” or making deals “only available to our Twitter followers,” consider offering promotions based on online brand interaction, regardless of channel.

The way people start their day reveals a lot about their online priorities. It provides insight into how they’ll interact with brands online, and highlights intrinsic motivators that drive their online interactions. According to our SUBSCRIBERS, FANS, & FOLLOWERS report #1, Digital Morning, 58% of U.S. online consumers begin their day by checking email, as compared to 20% who start their day on search engines and 11% on Facebook.

Understanding your customers’ online habits is the key to delivering successful marketing messages, at the right time, through the right channel. Here are some practical suggestions for gathering the information you need to understand what your particular audience wants. To best serve customers’ unique needs, marketers should:

ASK YOUR CUSTOMERS WHEN THEY WANT TO HEAR FROM YOU

It seems simple—so simple you probably never thought of it! By adding a single question to your opt-in forms, you can ensure your communications line up with your customers’ schedules.

EXPAND YOUR TESTING ACROSS ALL CHANNELS

Testing is one of the easiest ways to improve the effectiveness of your interactive campaigns—so if you aren’t already testing, it’s time to start! Try testing email open rates for various days of the weeks, and various times of day. Test Facebook and Twitter engagement at varying times as well.

REVIEW CAMPAIGN ACTIVITY CAMPAIGNS AT DIFFERENT TIMES

activity trends to see when your campaigns get the best response—then use that information in planning future campaigns.

TREAT EACH CHANNEL INDIVIDUALLY

Careful analysis of your data will likely reveal important insights about customers on each interactive channel. For example, you might find that your Email Subscribers want to hear from you while they drink their morning coffee, while your Twitter Followers are night owls who will stay up until midnight to be the first to pounce when new products are launched on your website.

Regardless of channel, our research shows that one thing consistently drives customers away: communications that somehow demonstrate you don’t care. As we discovered in SUBSCRIBERS, FANS, & FOLLOWERS #8: The Social Break-Up, the concept of “caring” is closely related to relevancy in the world of interactive marketing. In fact, more than 90% of consumers have “broken up” with at least one brand on Email, Facebook, or Twitter as a result of irrelevant, too frequent, or boring marketing messages.

So how do you let consumers know your company cares? In a word, it’s all about respect. To create interactive marketing that respects consumers’ preferences, their time, and the promises made, marketers should:

MANAGE EXPECTATIONS

To prevent a break-up, start the relationship with clear expectations of what a subscriber will receive. Provide complete information about content and frequency of communications as part of the opt-in process. Then continue to deliver on your promises—that’s why they signed up in the first place

KEEP IT FRESH

Periodically survey your customers to find out more about their preferences. Don’t be afraid to ask what they like—and don’t like—about your marketing program. Soliciting honest feedback from your Subscribers, Fans, and Followers demonstrates that you value their opinion—as long as your follow through on their recommendations!

RECOGNIZE WHEN THE DIGITAL RELATIONSHIP IS ON THE ROCKS

Monitor engagement and—when you notice a decline—encourage customers to “rekindle the magic” through a re-engagement campaign. This is also a good opportunity to proactively suggest an alternate frequency for communications, or promote interaction through another channel.

WHEN IT’S OVER, FIND OUT WHY

Implement a quick (optional) survey at time of email opt-out to help identify any problems that may exist with your marketing program. Also consider respectfully promoting your other channels during opt-out—for example, “We’re sorry to see you go. If you’d like to stay in touch, you can follow us on Facebook or Twitter.” But make sure your cross-channel promotion isn’t too heavy-handed—you don’t want to seem desperate.