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!

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. What we'll be covering
Benefits of Email Marketing
Uses of Email Marketing
The Law surrounding email communications
3 key takeaways
©2016 Skittish

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

7. ...how about this?
“Consumers who receive marketing emails
spend 83% more
[than those that don't]”
Social Media Today, 11 Sept 2013
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8. Let's look at the benefits...
Versus Cold Calling
● Less intrusive
● Less time consuming
● Wider audience
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9. Let's look at the benefits...
Versus Direct Mail
● Simple to personalise
● Easier to trace and report
● Cheaper
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10. Let's look at the benefits...
Versus Social Media
● Inbox vs. Newsfeed
● More targeted
● Less time commitment
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11. It has its uses!
Newsletters
● Resources
● (Useful!) Information
● News (industry & co.)
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= no hard sell
= be the expert
= be recallable

12. It has its uses!
Sales
● Targeted
● Cross selling
● Repeat business
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= increase conversions
= create awareness
= customer retention

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

14. The Law!
©2016 Skittish

15. Business to Consumer (B2C)
The Privacy and Electronic Communications
(EC Directive) Regulations 2003
OPT-IN REQUIRED
Must obtain consent to send marketing communications
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16. Business to Business (B2B)
OPT-OUT POSSIBLE
Initial email can be sent without
explicit consent being given
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17. The Law and Best Practice
1. Get consent
2. Unsubscribe link
3. Physical mailing address
4. Disclose identity
5. Don’t use Outlook
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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