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SAScon 2012 - Lay Off the Google Crack with Email Marketing

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SAScon 2012 - Lay Off the Google Crack with Email Marketing

  1. 1. Google Detox: Email Marketing Barry Adams 17 . 05 . 12 #SAScon Copyright. All Rights Reserved Pierce Communications. 2012 Copyright. All Rights Reserved Pierce Communications. 2012
  2. 2. Google detox The glory days are over, we’re done smoking the Google traffic crack. Copyright. All Rights Reserved Pierce Communications. 2012
  3. 3. 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
  4. 4. 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 Marketing Copyright. All Rights Reserved Pierce Communications. 2012
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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. 2012
  11. 11. @badams @PierceComms badams@piercecommunications.co.uk www.piercecommunications.co.uk www.barryadams.co.uk Copyright. All Rights Reserved Pierce Communications. 2012 Copyright. All Rights Reserved Pierce Communications. 2012

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