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Slides from my talk at the SAScon 2012 retail panel, about effective use of email marketing.
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Copyright. All Rights Reserved Pierce Communications. 2012
Google Detox:Email Marketing
Barry Adams
Copyright. All Rights Reserved Pierce Communications. 2012
17 . 05 . 12#SAScon
Copyright. All Rights Reserved Pierce Communications. 2012
Google detox
The glory days are over, we’re done smoking the Google traffic crack.
Copyright. All Rights Reserved Pierce Communications. 2012
Google is destabilising SEO
- Redefining SEO to mean ‘Google-approved practices’» Webmaster Videos» Support forums» Pro-Google blogs
- Undermining credibility of SEO» Updates named after cute monochrome animals» Phishing for ‘bad links’, undermining client trust in SE agencies
- Taking over business models in Google’s onebox» Credit card comparison» Flight Search» Entity search
- Subtle signals promoting AdWords as better & more reliable
Copyright. All Rights Reserved Pierce Communications. 2012
Time to go in to rehab
• Break your Google habit, look to alternative sources of traffic & revenue:
Social Media? – long term strategyAdWords? – quick fix, costs truckloadsShopping comparison? – quickly being made obsoleteAffiliates? – 2004 called, it wants its strategy backMobile? – Google owns that too
• Why not go to the granddaddy of Internet Marketing disciplines?
» Email Marketing
Copyright. All Rights Reserved Pierce Communications. 2012
Email Marketing – who’s your daddy?
– There are over 3 billion active email accounts
– 94% of all online adults use email
– 74% of online adults prefer email for commercial
communication
– The first thing everyone does when they fire up
their computer is check their email
– All smartphones have email functionality
– When asked to receive updates from
companies..."Only 10% elected to do so through
Facebook, while 90% opted for a newsletter“
Source: http://www.emailisnotdead.com/
Copyright. All Rights Reserved Pierce Communications. 2012
Advantages of Email Marketing
• Widespread adoption• Low cost• Best Practices
Design Deliverability Personalisation
• Permission-based• Easy to automate• Mobile
Copyright. All Rights Reserved Pierce Communications. 2012
Types of Email Marketing
1. Newsletter: Permission-based – users want to receive your
content Offer something genuinely useful and informative Incentivise sign-ups
» Special offers & discounts» Early access to new products / services
Personalise your offers
Copyright. All Rights Reserved Pierce Communications. 2012
Types of Email Marketing
2. Transactional: Order confirmation emails have spectacular open
rates» Maximise that opportunity
Decrease shopping cart abandonment» At checkout, ask for email address first» If checkout is abandoned, send an email
– Ask why they left– Offer a discount
Copyright. All Rights Reserved Pierce Communications. 2012
Types of Email Marketing
3. Quick Contacts: Notify users when you have
a sudden price drop
Out of stock: ask for email to inform when back in stock
Copyright. All Rights Reserved Pierce Communications. 2012
Key Take-Aways
Lay off the Google crack
Diversify your traffic
portfolio
Email marketing is
awesome
Memes in slidedecks are
for lazy presenters
Copyright. All Rights Reserved Pierce Communications. 2012Copyright. All Rights Reserved Pierce Communications. 2012
@badams
@PierceComms
www.piercecommunications.co.uk
www.barryadams.co.uk
