sascon 2012 - lay off the google crack with email marketing

Copyright. All Rights Reserved Pierce Communications. 2012

Google Detox:Email Marketing

Barry Adams


17 . 05 . 12#SAScon


Google detox

The glory days are over, we’re done smoking the Google traffic crack.


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


Time to go in to rehab

• Break your Google habit, look to alternative sources of traffic & revenue:

Social Media? – long term strategyAdWords? – quick fix, costs truckloadsShopping comparison? – quickly being made obsoleteAffiliates? – 2004 called, it wants its strategy backMobile? – Google owns that too

• Why not go to the granddaddy of Internet Marketing disciplines?

» Email Marketing


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/

http://www.emailisnotdead.com/


Advantages of Email Marketing

• Widespread adoption• Low cost• Best Practices

Design Deliverability Personalisation

• Permission-based• Easy to automate• Mobile


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



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



3. Quick Contacts: Notify users when you have

a sudden price drop

Out of stock: ask for email to inform when back in stock


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. 2012Copyright. All Rights Reserved Pierce Communications. 2012

@badams

@PierceComms

[email protected]

www.piercecommunications.co.uk

www.barryadams.co.uk

sascon 2012 - lay off the google crack with email marketing

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