Ponencia impartida por Luis Arimany, CEO de Evolufarma, durante la conferencia “Pharma social media and e marketing forum” celebrado el 6 y 7 de junio de 2013 en Frankfurt (Alemania).

1. Pharma Social Media & E-Marketing Forum 2013
Email Marketing vs
Social Media
Luis Arimany. CEO
@evolufarma
@luisarimany

2. Pharma Social Media & E-Marketing Forum 2013
Index
• Multichannel Strategy
• Email vs Social Media
• Campus Sanofi Case Study
• Types of emailing
• Inditex Case Study

3. Pharma Social Media & E-Marketing Forum 2013
Index
• Multichannel Strategy
• Email vs Social Media
• Campus Sanofi Case Study
• Types of emailing
• Inditex Case Study

4. Pharma Social Media & E-Marketing Forum 2013
Be where the client is.
He is our client 24h

5. Pharma Social Media & E-Marketing Forum 2013
Global strategy,
but we will focus in email vs social media

6. Pharma Social Media & E-Marketing Forum 2013
Multichannel strategy
• Great opportunities
• It can be cheap
• but:

7. Pharma Social Media & E-Marketing Forum 2013
Index
• Multichannel Strategy
• Email vs Social Media
• Campus Sanofi Case Study
• Types of emailing
• Inditex Case Study

8. Pharma Social Media & E-Marketing Forum 2013
Similar Benefits
• Low cost
• Measurable
• Quick
• Gets to many people
• Push the message
• SEO
– Social media better
– Email though traffic

9. Pharma Social Media & E-Marketing Forum 2013
Social Media is Better in
• Growth
• Resonance: Viral
• Dialogue:
– but needs more
attendance

10. Pharma Social Media & E-Marketing Forum 2013
Emailing also very good

11. Pharma Social Media & E-Marketing Forum 2013
email
94% of Users
Send or read an email is the most
popular online activity in 2012.
• 83% Search Engine
• 75% Get news
• 72% Have fun
• 66% Buy
• 61% Social media

12. Pharma Social Media & E-Marketing Forum 2013
Better email
• Email also Profesional use
• Direct message
• Can be save for later (semi pull)
• Preferred marketing method
– 75% of Adults
– People are increasing time spent in
commercial email
• 17% in 2005
• 30% in 2011
• Problem of spam  Importance of
Segmentation and determining

13. Pharma Social Media & E-Marketing Forum 2013
Index
• Multichannel Strategy
• Email vs Social Media
• Campus Sanofi Case Study
• Types of emailing
• Inditex Case Study

14. Pharma Social Media & E-Marketing Forum 2013
Campus Sanofi

15. Pharma Social Media & E-Marketing Forum 2013
Adapt: Many opportunities
• They understood is not about product,
• It is about adding value to our stake holders
and by doing this there are many possible
things to do complying with the regulation

16. Pharma Social Media & E-Marketing Forum 2013
Index
• Multichannel Strategy
• Email vs Social Media
• Campus Sanofi Case Study
• Types of emailing
• Inditex Case Study

17. Pharma Social Media & E-Marketing Forum 2013
Types of mails
Bulk
mail
Newsletter
Private sells
Promotions
Automatic
mail
Birthday
Welcome
pack
Shopping cart
Transactional
mail
Password
Purchase
confirmation
Report
Marketing IT

18. Pharma Social Media & E-Marketing Forum 2013
Transactional mail vs bulk mail
• Open rate: 8-times 
• 75% of customers prefer email as a
communication channel 
• 20% of transactional mails are marked as
spam 

19. Pharma Social Media & E-Marketing Forum 2013
From e-mail marketing to Loyalty
Massive
Segmentation
Personalization
From one-to-all to one-to-one
BOOST
• Open
• Clic
• Clic to open rate
• Purchase
• LOYALTY

20. Pharma Social Media & E-Marketing Forum 2013
Results of mail personalization
Segmentati
on
Loyalty
Conversion
rate
Results
ROI
improvemen
t

21. Pharma Social Media & E-Marketing Forum 2013
Index
• Multichannel Strategy
• Email vs Social Media
• Campus Sanofi Case Study
• Types of emailing
• Inditex Case Study

22. Pharma Social Media & E-Marketing Forum 2013
INDITEX loyalty program
• Affinity Card
• Several emailing campaings
during 3 months to reward
loyalty
• Last emailing
– Segmented: From Affinity card
only to those who purchased
– Personliced subject
– Personaliced email
– Value of promotion in relation to 3
months purchase

23. Pharma Social Media & E-Marketing Forum 2013

24. Pharma Social Media & E-Marketing Forum 2013
Thank you!
luisarimany
luis@evolufarma.com
+34 699 305 423