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!

Marketing

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

...how about this?
“Consumers who receive marketing emails
spend 83% more
[than those that don't]”
Social Media Today, 11 Sept 2013
©2016 Skittish

Let's look at the benefits...
Versus Cold Calling
● Less intrusive
● Less time consuming
● Wider audience
©2016 Skittish

Let's look at the benefits...
Versus Direct Mail
● Simple to personalise
● Easier to trace and report
● Cheaper
©2016 Skittish

Let's look at the benefits...
Versus Social Media
● Inbox vs. Newsfeed
● More targeted
● Less time commitment
©2016 Skittish

It has its uses!
Newsletters
● Resources
● (Useful!) Information
● News (industry & co.)
©2016 Skittish
= no hard sell
= be the expert
= be recallable

It has its uses!
Sales
● Targeted
● Cross selling
● Repeat business
©2016 Skittish
= increase conversions
= create awareness
= customer retention

It has its uses!
Website traffic
● Special offers
● Blog articles
● Product/service launches
©2016 Skittish
= sales
= blog readers
= website visitors + awareness

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

Business to Business (B2B)
OPT-OUT POSSIBLE
Initial email can be sent without
explicit consent being given
©2016 Skittish

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

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

Heather
Robinson
ANY QUESTIONS?
MCIM, BA (HONS), CERT WEB APP
DIGITAL MARKETING TRAINER
& CONSULTANT
@SkittishDigital
Thanks for listening

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Why Email Marketing Trumps Social Media at Generating Business

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

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. AIDA model

5. AIDA model

6. AIDA model

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. Final Thoughts…

20. Heather Robinson ANY QUESTIONS? MCIM, BA (HONS), CERT WEB APP DIGITAL MARKETING TRAINER & CONSULTANT @SkittishDigital Thanks for listening

Why Email Marketing Trumps Social Media at Generating Business

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