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. Pharma Social Media & E-Marketing Forum 2013 Email Marketing vs Social Media Luis Arimany. CEO @evolufarma @luisarimany
- 2. Pharma Social Media & E-Marketing Forum 2013 Index • Multichannel Strategy • Email vs Social Media • Campus Sanofi Case Study • Types of emailing • Inditex Case Study
- 3. Pharma Social Media & E-Marketing Forum 2013 Index • Multichannel Strategy • Email vs Social Media • Campus Sanofi Case Study • Types of emailing • Inditex Case Study
- 4. Pharma Social Media & E-Marketing Forum 2013 Be where the client is. He is our client 24h
- 5. Pharma Social Media & E-Marketing Forum 2013 Global strategy, but we will focus in email vs social media
- 6. Pharma Social Media & E-Marketing Forum 2013 Multichannel strategy • Great opportunities • It can be cheap • but:
- 7. Pharma Social Media & E-Marketing Forum 2013 Index • Multichannel Strategy • Email vs Social Media • Campus Sanofi Case Study • Types of emailing • Inditex Case Study
- 8. Pharma Social Media & E-Marketing Forum 2013 Similar 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 2013 Social Media is Better in • Growth • Resonance: Viral • Dialogue: – but needs more attendance
- 10. Pharma Social Media & E-Marketing Forum 2013 Emailing also very good
- 11. Pharma Social Media & E-Marketing Forum 2013 email 94% of Users Send or read an email is the most popular 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 2013 Better 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 in commercial email • 17% in 2005 • 30% in 2011 • Problem of spam Importance of Segmentation and determining
- 13. Pharma Social Media & E-Marketing Forum 2013 Index • Multichannel Strategy • Email vs Social Media • Campus Sanofi Case Study • Types of emailing • Inditex Case Study
- 14. Pharma Social Media & E-Marketing Forum 2013 Campus Sanofi
- 15. Pharma Social Media & E-Marketing Forum 2013 Adapt: Many opportunities • They understood is not about product, • It is about adding value to our stake holders and by doing this there are many possible things to do complying with the regulation
- 16. Pharma Social Media & E-Marketing Forum 2013 Index • Multichannel Strategy • Email vs Social Media • Campus Sanofi Case Study • Types of emailing • Inditex Case Study
- 17. Pharma Social Media & E-Marketing Forum 2013 Types of mails Bulk mail Newsletter Private sells Promotions Automatic mail Birthday Welcome pack Shopping cart Transactional mail Password Purchase confirmation Report Marketing IT
- 18. Pharma Social Media & E-Marketing Forum 2013 Transactional mail vs bulk mail • Open rate: 8-times • 75% of customers prefer email as a communication channel • 20% of transactional mails are marked as spam
- 19. Pharma Social Media & E-Marketing Forum 2013 From e-mail marketing to Loyalty Massive Segmentation Personalization From one-to-all to one-to-one BOOST • Open • Clic • Clic to open rate • Purchase • LOYALTY
- 20. Pharma Social Media & E-Marketing Forum 2013 Results of mail personalization Segmentati on Loyalty Conversion rate Results ROI improvemen t
- 21. Pharma Social Media & E-Marketing Forum 2013 Index • Multichannel Strategy • Email vs Social Media • Campus Sanofi Case Study • Types of emailing • Inditex Case Study
- 22. Pharma Social Media & E-Marketing Forum 2013 INDITEX loyalty program • Affinity Card • Several emailing campaings during 3 months to reward loyalty • Last emailing – Segmented: From Affinity card only to those who purchased – Personliced subject – Personaliced email – Value of promotion in relation to 3 months purchase
- 23. Pharma Social Media & E-Marketing Forum 2013
- 24. Pharma Social Media & E-Marketing Forum 2013 Thank you! luisarimany luis@evolufarma.com +34 699 305 423