We are doing two talks at this year’s Bath Digital Festival.
Using Email Marketing to Turn Potential Customers into Happy Customers
Tuesday 20th October 9am - 10am
The average email open rate is 18%. That means 82% of people have taken the trouble to sign up for a newsletter and now ignore it. What a wanton waste of one of the most important marketing assets any business owns.
Why do so many email campaigns lack imagination? Because too many businesses see them as a selling tool and not much more. Because businesses spend too little time thinking about how they can be interesting, give value to their readers and build a community.
This talk will explain how to build a community around your email newsletters which will help deliver long-term and sustainable business growth.
Topics covered include:
Why use email as a marketing tool.
Setting objectives.
Understanding your readers.
Building and growing a community (not an email list).
The customer journey.
Writing headlines and content.
Calls to action.
Timing and other tips.
Why Respecting your Customer’s Privacy Makes Ethical Sense and Good Business Sense
Thursday 22nd October 12pm - 1pm
You are the product.
Your every move on the internet is tracked, recorded and used to advertise back to you.
There is a spy pixel on almost every website you visit, every marketing email you open and every social media post you view. Trackers that follow you around the internet, decide what you should see (good and bad) and promote stuff they think you want.
But there is change afoot.
Antitrust committees in the US and the EU have started investigating the monopolies and behaviour of The Big Four (Google, Facebook, Apple and Amazon). Big Tech is fast becoming the tobacco of our age.
Your customers are waking up to this invasion of their privacy. They are annoyed by cookie banners, they find ads that follow them around the internet a bit creepy and are suspicious of certain social media posts that appear in their timeline.
There are privacy focused alternatives to Google Analytics. It is possible to remove cookie banners from your website and comply with GDPR. You can use pay per click adverts without invading people’s privacy. You can get to know your customers better without reams of data.
This talk will help you get ahead of the game both as an individual and as a business. It will help you respect your customer’s privacy and build a more sustainable business model.
It will show you that there is a different way.
