It became clear that social media is no longer just a buzz phrase as we explored last month’s customer success story which featured our client Interactive Media Associates (IMA) and the work they’ve done with their client New York City Ballet (NYCB). When NYCB began growing their library of exclusive behind the scenes videos of practices and performance previews, they made the logical step by uploading them to YouTube. While effective, this practice had unanticipated consequences. Fans and potential fans had to “pull” the videos from YouTube.
With the concept of “push” marketing, IMA incorporated YouTube videos into email marketing campaigns. This practice was extremely effective in driving traffic to not only view videos, but also to the NYCB website, and ultimately driving users to purchase tickets. On average, the YouTube link in an email would receive twice as many clicks as any other link in the email, and considering the design of their YouTube channel, visitors are directed back to the NYCB site to purchase tickets. The NYCB story demonstrates one method of incorporating video in email marketing. This month we’re taking this a step further and exploring email marketing that promotes many forms of social media (video, blogs, etc.) to their email list, using email marketing effectively allows companies to target segments
So, we’ve established one way you can utilize video in email marketing. This month we’re taking this a step further and exploring other avenues of social media in email marketing by featuring Wofford College (another Bronto client) in our Customer Success Series. Wofford College is a great example of an email marketer that promotes not only video, but also blogging, RSS Feeds, Facebook, MySpace, and soon Twitter.
Kyle James, Wofford’s Webmaster, and personal blogger manages Wofford’s email program and has been instrumental in incorporating various aspects of social media to increase website traffic, click through rates, event participation, and ultimately mind share.
With the foresight that not all videos, blog posts, or updates are valuable to their email list, email marketing gives Wofford the ability to select and choose the most valuable and applicable communications to promote through email. For example, to promote an upcoming alumni event, Wofford sent out an email campaign, which included a video of the previous event. In addition to a snail mail promoting the event, Wofford leveraged the power of email marketing and interactive media, which resulted in doubling the event participation from the previous year. Just take a look at the various other aspects of social and interactive media Wofford utilizes on their sight and sounds page:
In keeping with email relevancy, the selection of appropriate media to promote is essential. Quite simply, the more relevant the media, the more effective the campaign – more click throughs, more website visits, or more sales. However, when the media is less relevant to the campaign the less effective it becomes and the greater risk for unsubscribes and complaints.
So, as I sit here at a Blog Carolinas event, it is becoming ever more evident that social media is on the upswing. And as powerful as social media is, email marketing can help it propel it even more.
Learn more about how to use social media in email marketing by attending the Customer Success Series Webcast featuring Wofford College. The webcast will be led by DJ Waldow, Bronto Account Manager, and Kyle James, Webmaster at Wofford College on Tuesday, May 20th at 2pm EDT .
Caroline Smith
Marketing Program Manager at Bronto
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