Pharma Social Media & E-Marketing Forum 2013Email Marketing vsSocial MediaLuis Arimany. CEO@evolufarma@luisarimany
Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study•...
Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study•...
Pharma Social Media & E-Marketing Forum 2013Be where the client is.He is our client 24h
Pharma Social Media & E-Marketing Forum 2013Global strategy,but we will focus in email vs social media
Pharma Social Media & E-Marketing Forum 2013Multichannel strategy• Great opportunities• It can be cheap• but:
Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study•...
Pharma Social Media & E-Marketing Forum 2013Similar Benefits• Low cost• Measurable• Quick• Gets to many people• Push the m...
Pharma Social Media & E-Marketing Forum 2013Social Media is Better in• Growth• Resonance: Viral• Dialogue:– but needs more...
Pharma Social Media & E-Marketing Forum 2013Emailing also very good
Pharma Social Media & E-Marketing Forum 2013email94% of UsersSend or read an email is the mostpopular online activity in 2...
Pharma Social Media & E-Marketing Forum 2013Better email• Email also Profesional use• Direct message• Can be save for late...
Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study•...
Pharma Social Media & E-Marketing Forum 2013Campus Sanofi
Pharma Social Media & E-Marketing Forum 2013Adapt: Many opportunities• They understood is not about product,• It is about ...
Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study•...
Pharma Social Media & E-Marketing Forum 2013Types of mailsBulkmailNewsletterPrivate sellsPromotionsAutomaticmailBirthdayWe...
Pharma Social Media & E-Marketing Forum 2013Transactional mail vs bulk mail• Open rate: 8-times • 75% of customers prefer...
Pharma Social Media & E-Marketing Forum 2013From e-mail marketing to LoyaltyMassiveSegmentationPersonalizationFrom one-to-...
Pharma Social Media & E-Marketing Forum 2013Results of mail personalizationSegmentationLoyaltyConversionrateResultsROIimpr...
Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study•...
Pharma Social Media & E-Marketing Forum 2013INDITEX loyalty program• Affinity Card• Several emailing campaingsduring 3 mon...
Pharma Social Media & E-Marketing Forum 2013
Pharma Social Media & E-Marketing Forum 2013Thank you!luisarimanyluis@evolufarma.com+34 699 305 423
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Email Marketing vs Social Media

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Ponencia impartida por Luis Arimany, CEO de Evolufarma, durante la conferencia “Pharma social media and e marketing forum” celebrado el 6 y 7 de junio de 2013 en Frankfurt (Alemania).

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Email Marketing vs Social Media

  1. 1. Pharma Social Media & E-Marketing Forum 2013Email Marketing vsSocial MediaLuis Arimany. CEO@evolufarma@luisarimany
  2. 2. Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study• Types of emailing• Inditex Case Study
  3. 3. Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study• Types of emailing• Inditex Case Study
  4. 4. Pharma Social Media & E-Marketing Forum 2013Be where the client is.He is our client 24h
  5. 5. Pharma Social Media & E-Marketing Forum 2013Global strategy,but we will focus in email vs social media
  6. 6. Pharma Social Media & E-Marketing Forum 2013Multichannel strategy• Great opportunities• It can be cheap• but:
  7. 7. Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study• Types of emailing• Inditex Case Study
  8. 8. Pharma Social Media & E-Marketing Forum 2013Similar Benefits• Low cost• Measurable• Quick• Gets to many people• Push the message• SEO– Social media better– Email though traffic
  9. 9. Pharma Social Media & E-Marketing Forum 2013Social Media is Better in• Growth• Resonance: Viral• Dialogue:– but needs moreattendance
  10. 10. Pharma Social Media & E-Marketing Forum 2013Emailing also very good
  11. 11. Pharma Social Media & E-Marketing Forum 2013email94% of UsersSend or read an email is the mostpopular online activity in 2012.• 83% Search Engine• 75% Get news• 72% Have fun• 66% Buy• 61% Social media
  12. 12. Pharma Social Media & E-Marketing Forum 2013Better email• Email also Profesional use• Direct message• Can be save for later (semi pull)• Preferred marketing method– 75% of Adults– People are increasing time spent incommercial email• 17% in 2005• 30% in 2011• Problem of spam  Importance ofSegmentation and determining
  13. 13. Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study• Types of emailing• Inditex Case Study
  14. 14. Pharma Social Media & E-Marketing Forum 2013Campus Sanofi
  15. 15. Pharma Social Media & E-Marketing Forum 2013Adapt: Many opportunities• They understood is not about product,• It is about adding value to our stake holdersand by doing this there are many possiblethings to do complying with the regulation
  16. 16. Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study• Types of emailing• Inditex Case Study
  17. 17. Pharma Social Media & E-Marketing Forum 2013Types of mailsBulkmailNewsletterPrivate sellsPromotionsAutomaticmailBirthdayWelcomepackShopping cartTransactionalmailPasswordPurchaseconfirmationReportMarketing IT
  18. 18. Pharma Social Media & E-Marketing Forum 2013Transactional mail vs bulk mail• Open rate: 8-times • 75% of customers prefer email as acommunication channel • 20% of transactional mails are marked asspam 
  19. 19. Pharma Social Media & E-Marketing Forum 2013From e-mail marketing to LoyaltyMassiveSegmentationPersonalizationFrom one-to-all to one-to-oneBOOST• Open• Clic• Clic to open rate• Purchase• LOYALTY
  20. 20. Pharma Social Media & E-Marketing Forum 2013Results of mail personalizationSegmentationLoyaltyConversionrateResultsROIimprovement
  21. 21. Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study• Types of emailing• Inditex Case Study
  22. 22. Pharma Social Media & E-Marketing Forum 2013INDITEX loyalty program• Affinity Card• Several emailing campaingsduring 3 months to rewardloyalty• Last emailing– Segmented: From Affinity cardonly to those who purchased– Personliced subject– Personaliced email– Value of promotion in relation to 3months purchase
  23. 23. Pharma Social Media & E-Marketing Forum 2013
  24. 24. Pharma Social Media & E-Marketing Forum 2013Thank you!luisarimanyluis@evolufarma.com+34 699 305 423

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