Email Marketing for Results
Toronto, Ontario; We recently used our Drum Platform to combine email marketing with social media sharing for a well known supplement brand producing some impressive results. Lets face it - we are all trying to figure out the most cost effective wasy to use social media in a meaningful way for marketing. We've found a few ways that work.
Drum combines direct mail or email marketing with social media, allowing your prospect to share a good offer with their friends on facebook, LinkedIN, Twitter or any one of 287 social media sites.
"This is going to be a game-changing technology," says Richard Birt, senior vice president of customer analytics and insights at KSL Media, an agency in New York and Encino, Calif., that buys advertising for clients. "In 30 years' time, I consider it one of the top three groundbreaking technologies in database management."
Anatomy of Going Viral With Email Marketing
Or, how The Drum Platform turned a chicken biscuit into a marketing bonanza
1. Chik-fil-A of Covington, La., sends 5,000 pieces of direct email offering a free chicken sandwich or chicken biscuit with online registration. Each piece features a PURL, a personal URL, unique to each recipient.
2. To get their free chicken biscuit, customers must click onto their PURL and supply their name, email address, birthday and gender.
3. Customers then are offered the opportunity to share the biscuit giveaway via social media, text message or email. Added incentive: They and the people they share the offer with can win free Chik-fil-A sandwiches for a year.
4. Using the Dukky dashboard, marketers track respondents through every step of the process, measuring how many people activated the free sandwich card, how many shared the offer, etc. Through sharing, the Chik-fil-A offer is extended to 14,000 people.
5. More than 1,300 customers redeem the original offer--a 26 percent conversion rate--and the Chik-fil-A store captures over 6,000 new names and email addresses for future marketing efforts. First we created a compelling offer that would be of interest to the target audience.
