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Why Email Marketing Trumps Social Media at Generating Business

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Email marketing is dead, right? It's all about social media now, right? Not quite! Email Marketing can be 40 times more effective at generating new business than Facebook and Twitter combined! Email is not dead, it just needs to get smarter!

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Why Email Marketing Trumps Social Media at Generating Business

  1. 1. Heather Robinson WHY EMAIL MARKETING TRUMPS SOCIAL MEDIA AT GENERATING NEW BUSINESS MCIM, BA (HONS), CERT WEB APP DIGITAL MARKETING TRAINER & CONSULTANT @SkittishDigital Email Vs. Social
  2. 2. What we'll be covering Benefits of Email Marketing Uses of Email Marketing The Law surrounding email communications 3 key takeaways ©2016 Skittish
  3. 3. Did you know? “Email remains a significantly more effective way to acquire customers than social media – nearly 40 times that of Facebook and Twitter combined” McKinsey & Company Report, January 2014 ©2016 Skittish
  4. 4. AIDA model
  5. 5. AIDA model
  6. 6. AIDA model
  7. 7. ...how about this? “Consumers who receive marketing emails spend 83% more [than those that don't]” Social Media Today, 11 Sept 2013 ©2016 Skittish
  8. 8. Let's look at the benefits... Versus Cold Calling ● Less intrusive ● Less time consuming ● Wider audience ©2016 Skittish
  9. 9. Let's look at the benefits... Versus Direct Mail ● Simple to personalise ● Easier to trace and report ● Cheaper ©2016 Skittish
  10. 10. Let's look at the benefits... Versus Social Media ● Inbox vs. Newsfeed ● More targeted ● Less time commitment ©2016 Skittish
  11. 11. It has its uses! Newsletters ● Resources ● (Useful!) Information ● News (industry & co.) ©2016 Skittish = no hard sell = be the expert = be recallable
  12. 12. It has its uses! Sales ● Targeted ● Cross selling ● Repeat business ©2016 Skittish = increase conversions = create awareness = customer retention
  13. 13. It has its uses! Website traffic ● Special offers ● Blog articles ● Product/service launches ©2016 Skittish = sales = blog readers = website visitors + awareness
  14. 14. The Law! ©2016 Skittish
  15. 15. Business to Consumer (B2C) The Privacy and Electronic Communications (EC Directive) Regulations 2003 OPT-IN REQUIRED Must obtain consent to send marketing communications ©2016 Skittish
  16. 16. Business to Business (B2B) OPT-OUT POSSIBLE Initial email can be sent without explicit consent being given ©2016 Skittish
  17. 17. The Law and Best Practice 1. Get consent 2. Unsubscribe link 3. Physical mailing address 4. Disclose identity 5. Don’t use Outlook ©2016 Skittish
  18. 18. Key Take-Aways ✔ Email marketing still plays a huge role in generating new and repeat business ✔ Doesn't all have to be about sales – use it to build and grow relationships ✔ Always obtain consent before sending marketing related emails ©2016 Skittish
  19. 19. Final Thoughts…
  20. 20. Heather Robinson ANY QUESTIONS? MCIM, BA (HONS), CERT WEB APP DIGITAL MARKETING TRAINER & CONSULTANT @SkittishDigital Thanks for listening

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