Heather Robinson
WHY EMAIL MARKETING TRUMPS SOCIAL MEDIA AT GENERATING NEW BUSINESS
MCIM, BA (HONS), CERT WEB APP
DIGITAL MARKETING TRAINER & CONSULTANT
@SkittishDigital
Email Vs. Social
What we'll be covering Benefits of Email Marketing
Uses of Email Marketing
The Law surrounding email communications
3 key takeaways
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Did you know? “Email remains a significantly more effective way to
acquire customers than social media – nearly 40 times
that of Facebook and Twitter combined”
McKinsey & Company Report, January 2014
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AIDA model
AIDA model
AIDA model
...how about this? “Consumers who receive marketing emails
spend 83% more
[than those that don't]”
Social Media Today, 11 Sept 2013
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Let's look at the benefits...
Versus Cold Calling●Less intrusive●Less time consuming●Wider audience
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Let's look at the benefits...
Versus Direct Mail●Simple to personalise●Easier to trace and report●Cheaper
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Let's look at the benefits...
Versus Social Media●Inbox vs. Newsfeed●More targeted●Less time commitment
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It has its uses! Newsletters●Resources●(Useful!) Information●News (industry & co.)
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= no hard sell
= be the expert
= be recallable
It has its uses! Sales●Targeted●Cross selling●Repeat business
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= increase conversions
= create awareness
= customer retention
It has its uses! Website traffic●Special offers●Blog articles●Product/service launches
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= sales
= blog readers
= website visitors + awareness
The Law!
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Business to Consumer (B2C)
The Privacy and Electronic Communications
(EC Directive) Regulations 2003
OPT-IN REQUIRED
Must obtain consent to send marketing communications
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Business to Business (B2B)
OPT-OUT POSSIBLE
Initial email can be sent without
explicit consent being given
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The Law and Best Practice
1. Get consent
2. Unsubscribe link
3. Physical mailing address
4. Disclose identity
5. Don’t use Outlook
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Key Take-Aways✔ Email marketing still plays a huge role in generating new and repeat business
✔ Doesn't all have to be about sales – use it to build and grow relationships
✔ Always obtain consent before sending marketing related emails
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Final Thoughts…
Heather Robinson
ANY QUESTIONS?MCIM, BA (HONS), CERT WEB APP
DIGITAL MARKETING TRAINER & CONSULTANT
@SkittishDigital
Thanks for listening