Why Email Marketing Trumps Social Media at Generating Business

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