SAScon 2012 - Lay Off the Google Crack with Email Marketing

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 reliableCopyright. 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 strategy AdWords? – quick fix, costs truckloads Shopping comparison? – quickly being made obsolete Affiliates? – 2004 called, it wants its strategy back Mobile? – Google owns that too • Why not go to the granddaddy of Internet Marketing disciplines? » Email MarketingCopyright. 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 • MobileCopyright. 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 offersCopyright. 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 discountCopyright. 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 stockCopyright. 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 presentersCopyright. All Rights Reserved Pierce Communications. 2012

@badams@PierceCommsbadams@piercecommunications.co.ukwww.piercecommunications.co.ukwww.barryadams.co.ukCopyright. All Rights Reserved Pierce Communications. 2012Copyright. All Rights Reserved Pierce Communications. 2012

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SAScon 2012 - Lay Off the Google Crack with Email Marketing

by Barry Adams

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