Transcript Is email dead?

Is Email
Dead?
Is Email
Dead?
Is email still relevant?
“As social media proliferates and
becomes the peer communication
method of choice for many of our
consumers, is email still a relevant
means of promoting our artists and
driving sales?”
Yes
Is Email
Dead?
Social media is great for eCRM…
• By opening more communication channels
with the consumer, social media puts us in a
much stronger position to build a relationship
between fan and artist (the core principle of
eCRM) than when we could only send emails
• As you’d expect, this is a good thing
Is Email
Dead?
…but it’s not great at everything
• However each of these channels (email, SMS,
Twitter, Facebook, YouTube) has different
strengths, so the appropriate communication
method will vary depending on your objective
• If you want to publicise a free gig happening in
London in 3 hours send a Tweet or SMS
• If you want to sell a £45 boxed set, take some nice
photos and send them in an email which follows
best practise principles for driving clicks to retail
Is Email
Dead?
What does this mean?
• The key to a good eCRM strategy is to
incorporate all appropriate channels into a
single fan communication strategy
• By knowing which channel to use in a given
situation and accepting that any one channel is
not a replacement for the others, you will have
happier fans and drive more sales
Is Email
Dead?
Still not
convinced?
Is Email
Dead?
Targeting and personalisation
• Email allows much more accurate targeting
than social media and experience has shown
that good targeting is key to driving sales
through eCRM
• Email campaigns can also be personalised on
an individual basis to a much greater degree
than social communications, which strengthens
response rates
Is Email
Dead?
What about the fans?
• An email address is necessary to access any
social network, so a consumer that uses social
media will also have an email account which
they are likely to check
• A high percentage of our target audience use
business email addresses which are unlikely to
be replaced by social media any time soon
Is Email
Dead?
Email is compelling
• Email is still by far the best digital medium to
showcase our products and convince
consumers they are worth investigating.
Is Email
Dead?
Evidence?
• The benefits of email marketing are clear to
Apple, Amazon and many other market leading
companies that make millions of pounds with
email campaigns
• Our database is growing, our response rates
are high and we are effectively driving sales of
music and merchandise through email
• The financial value of Facebook fans and
Twitter followers is still up for debate, whereas
email has a reliable track record of driving sales
Is Email
Dead?
What makes the difference?
• As with anything, the potential of fan communications to
sell our products will depend on the quality of the
campaign, regardless of the channel being used
• Unfortunately our email mailing lists are often neglected
until the point when we want the fans to make a
purchase, which unsurprisingly yields low response
rates
• By engaging our fans with high quality eCRM
campaigns, email marketing will continue to be a vital
aspect of our digital marketing strategies
Is Email
Dead?