why email marketing trumps social media at generating business
TRANSCRIPT
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