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). …

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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  • 1. Pharma Social Media & E-Marketing Forum 2013Email Marketing vsSocial MediaLuis Arimany. CEO@evolufarma@luisarimany
  • 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. Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study• Types of emailing• Inditex Case Study
  • 4. Pharma Social Media & E-Marketing Forum 2013Be where the client is.He is our client 24h
  • 5. Pharma Social Media & E-Marketing Forum 2013Global strategy,but we will focus in email vs social media
  • 6. Pharma Social Media & E-Marketing Forum 2013Multichannel strategy• Great opportunities• It can be cheap• but:
  • 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. 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. Pharma Social Media & E-Marketing Forum 2013Social Media is Better in• Growth• Resonance: Viral• Dialogue:– but needs moreattendance
  • 10. Pharma Social Media & E-Marketing Forum 2013Emailing also very good
  • 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. 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. Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study• Types of emailing• Inditex Case Study
  • 14. Pharma Social Media & E-Marketing Forum 2013Campus Sanofi
  • 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. Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study• Types of emailing• Inditex Case Study
  • 17. Pharma Social Media & E-Marketing Forum 2013Types of mailsBulkmailNewsletterPrivate sellsPromotionsAutomaticmailBirthdayWelcomepackShopping cartTransactionalmailPasswordPurchaseconfirmationReportMarketing IT
  • 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. 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. Pharma Social Media & E-Marketing Forum 2013Results of mail personalizationSegmentationLoyaltyConversionrateResultsROIimprovement
  • 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. 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. Pharma Social Media & E-Marketing Forum 2013
  • 24. Pharma Social Media & E-Marketing Forum 2013Thank you!luisarimanyluis@evolufarma.com+34 699 305 423