There is hardly any doubt that email marketing still works. According to Pantea and Pop (2010) 80% of retail companies use this strategy to retain customers and reach out for new ones and following an investigation by Matt McGee (2012) 77% of consumers like to receive marketing messages via email.

According to Dave Chaffey (2018) across all industries in the UK, the open rate of marketing emails in 2017 was 24.79%, click-through rate 4.19% and the unsubscription rate 0.49%. Considering just the ‘Business and Finance’ industry sector, the open rate was at 20.79%, click-through rate 2.73% and unsubscription rate 0.23%.

(Smart Insights, 2018)

According to Fariborzi and Zahedifard (2012) the reasons for companies to follow this strategy are the advantages that come with this marketing tool. These include: Good measurability by being able to keep track of delivery rate, open rate and click-through rate, fast and efficient, easy to create and the high return on investment (Jenkins, 2009).

So considering the response statistics by Dave Chaffey and the advantages of the tool, banks should include email marketing campaigns in their digital marketing strategy. However to run an email marketing campaign successfully in this specific sector, certain aspects need to fulfilled. Besides the aspects of knowing your goal and your audience and plan the emails and follow-up on them (Hall, 2017), banks should remember the following key points specifically identified for the banking industry by Richard Cowdery (2016) to be able to engage with, inform and retain their customers:

• Mobile Access: According to a research by Litmus (2018) around 50% of emails are being read on a mobile device. This means that the emails must be suitable to the screen of smaller devices otherwise infographics, images or tables might not work well. Therefore the email must be presented mobile-friendly and should direct the reader to the landing page which can be displayed by mobile devices a lot easier.

(Litmus, 2018)

• Simplicity: The email should be kept very simple and have a single purpose to direct the reader to the landing page where the person can get more information on the product that was promoted in the email. The design should not be too complicated, a strong message is needed and a clearly visible call-to-action button must exist. According to Richard Cowdery (2016) the only exception where more information should be provided in the email is in an email newsletter or a blog summary.
• Data segmentation: Since not every customer is the same, they should not all get the same message. A bank will have to segment its data about its customers and provide each with content that is more relevant to them. Common segmentation of data include:
  • Geography – people in different location might need different products/services.
  • Product/Service – some people might be interested in loans whereas other people are interested in a savings account.
  • Stage in cycle – what stage of the buying process are the customers? Have they recently decided on a product? Are they about to order a product/service or are they completely new to the bank?
  • Behaviour – Are they using the products/services of the bank frequently

After segmenting the customer data, the bank may decide to group customers into ‘personas’ based on the segmented data.

• Personalise: The email should start with a first name personalisation and make the email sound personal to enhance their engagement with the bank. However not too much information that is known about the person should be included.
• Analysing and Optimising: To find out whether the email campaign is working, the bank needs to use analytics. Delivery rate, open rate, click-through rate and unsubscription rate must be analysed and need to be benchmarked to other data in order to judge whether it is successful. Analysing the data will help to understand where in the path people stopped and why this was the case. Maybe the content was good but the subject line was poor? Knowing that will make it easier to optimise the next email.

If these aspects are not fulfilled then there are risks involved which are namely:

• Spamming: If the email is marked as spam by the reader, then this email will be seen as ‘abuse’. The average rate of abuse in the ‘business and finance’ industry sector is 0.2% (Chaffey, 2018) which is equal to the average of all industries. Following an abuse report it can lead to the bank’s email being blacklisted. (Hudson, 2017).
• Reputation: If false or misleading information is presented in the email, then this can affect the bank’s reputation (Hudson, 2017) which can hurt the bank’s business as it operates in a highly competitive market.
• Expenses: The actual cost of an email marketing campaign might be low but the cost can wind up a lot higher if the customers judge the emails as junk and get annoyed by the emails (Fariborzi and Zahedifard, 2012). This can again affect the bank’s reputation.

Example of a good marketing campaign by Bank of Tennessee:

(Campaign Monitor, 2018)

This email is letting the customer know about a new way of depositing money. It is kept short and simple, has an attractive and uncomplicated design, is accessible on mobile devices, has a strong message and a clear call-to-action button. However it is missing the personalisation.

We can conclude that there are good reasons for a bank to include email marketing campaigns in their digital marketing strategy. Aspects specifically concerning the banking industry such as mobile access, simplicity, data segmentation, personalisation, analysis and optimisation need to be fulfilled for a an email marketing campaign in the banking industry to be successful. If these aspects are not well enough taken care off, then the bank might face the risk of its email being blacklisted because of abuse reports, the expenses of annoyed customers and the reputation being damaged.

References:

• Campaign Monitor (2018) Bank of Tennessee. [online] Available at: https://www.campaignmonitor.com/best-email-marketing-campaigns/announcements/bank-of-tennessee/ [Accessed 18^th March 2018]
• Chaffey, D. (2018). Email marketing statistics 2017. [online]  Smartinsights. Available at: https://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/ [Accessed 18^th March 2018].
• Cowdery, R. (2016) Email marketing best practices in financial services. [online] Available at: https://www.talisman.co.uk/blog/email-marketing-financial-services/ [Accessed 18^th March 2018]
• Fariborzi, E. and Zahedifard, M. (2012). E-mail Marketing: Advantages, Disadvantages and Improving Techniques.International Journal of e-Education, e-Business, e-Management and e-Learning, [online] 2(3), pp.232-235. Available at: https://s3.amazonaws.com/academia.edu.documents/38363813/116-CZ02024.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=1516984482&Signature=v31fBBKDXxCQrI8E5ntq5BpMT2Q%3D&response-content-disposition=inline%3B%20filename%3DE-mail_Marketing_Advantages_Disadvantage.pdf [Accessed 18^th March 2018].
• Hall, S. (2017).How to Run a Successful Email Marketing Campaign (Step by Step). [online] OptinMonster. Available at: https://optinmonster.com/how-to-run-a-successful-email-marketing-campaign/ [Accessed 18^th March 2018].
• Jenkins, S. (2009) “The Truth about Email Marketing”. USA: FT Press, pp 2-4, pp. 104-106
• Litmus (2018) Email Client Market Share. [online] Available at: https://litmus.com/blog/the-2017-email-client-market-share-infographic [Accessed 18^th March]
• McGee, M. (2012).77 Percent Of Us Want To Get Marketing Messages Via Email & There’s No Close Second Place, Study Says. [online] Marketing Land. Available at: https://marketingland.com/77-percent-of-us-want-to-get-marketing-messages-via-email-theres-no-close-second-place-study-says-9420 [Accessed 18^th March 2018].
• Pantea, C. and Pop, N. (2010). EMAIL MARKETING CAMPAIGNS: THE EASIEST PATH FROM ORGANIZATIONS TO CONSUMERS.Annals of the University of Oradea: Economic Science, [online] 1(1), pp.737-742. Available at: http://anale.steconomiceuoradea.ro/volume/2010/n1/116.pdf [Accessed 18^th March 2018].
• Smart Insights (2018) Email marketing statistics 2017. [online] Available at: https://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/ [Accessed 18^th March 2018].

Most of us know the situation: You want to check your emails and another one with the subject line about new holiday offers just enters your mailbox. Then there is the question: “To read or not to read?” Often we just delete it or mark it as junk mail but sometimes we feel like opening the mail and have a look at the offer. However is this “sometime opening“ of marketing emails really effective for companies?

In 2007, David W. Nickerson concluded in his academic report that the boost of email campaigns does not turn out and it is not effective. However it seems he was too quick in saying email marketing is dead because according to Pantea and Pop (2010) 80% of companies regularly use this strategy to create and maintain relationships with their customers. Furthermore according to Matt McGee (2012) 77% of consumers like to get marketing messages via email.

(Marketing Land, 2012)

Considering all industries in the UK the open rate of marketing emails was 24.79%, click-through rate at 4.19% and the unsubscription rate at 0.49% in 2017 (Chaffey, 2017). However these figures are not the only reason for why email marketing is still being used by so many companies but further advantages that come with this marketing tool. According to Fariborzi and Zahedifard (2012) these are namely:

• Personalisation: Companies can customise the email for different customers and can personalise them according to the customer’s needs.
• Return on investment: The Direct Marketing Association estimated in 2009, that for every £1 invested, a company makes a return of £40. This means that email marketing provides the highest return compared to other marketing methods (Jenkins, 2009).
• Measurability: Software’s’ allow to keep track on delivery rate open-rate, click-through rate.
• Easy to create: It is very easy to create a marketing message and send it via Email.
• Fast and Efficient: It offers any promotion through an email and with a clear all to action button this can have a great impact on sales.

However there are also some downsides of email marketing. According to Fariborzi and Zahedifard (2012) these are namely:

• Undelivered emails: Due to junk-mail filters often marketing emails are not being delivered meaning it is not guaranteed that the customers will actually receive the information on products.
• Email response decay: It is difficult to actively engage the customers in the long-term.
• Expenses: Even though the actual costs to carry out email marketing is low but the cost could wind up a lot higher if the customer judges these messages as junk and get annoyed by the emails.
• Spamming: Sending marketing emails to a bought email mailing list is likely to result in spamming reports which can then lead to the company’s email being blacklisted (Hudson, 2017).
• Reputation: If false or misleading information is presented in the email this can affect the company’s reputation (Hudson, 2017).

So considering the disadvantages, a company needs to know how to effectively carry out an email marketing campaign to limit the risks and to eventually receive the rewards. For an email campaign to be effective, a company has to fulfil a number of aspects (Hurley Hall, 2017) such as:

• Know your goal: Before creating a campaign, the company needs to know what they want to get out from it i.e. increase site traffic and brand awareness.
• Know your audience: A company needs to know who their customers are and how to increase their interest in new products.
• Plan the emails and follow-up: What should and should not be mentioned in the mail, how often to send emails, the action the company wants the reader to take and when to follow-up with the customer.

Examples of companies who effectively used email marketing:

Uber

Uber decided to keep its email marketing very simple. When the company has some new offers, customers receive emails like the one above. It is kept very brief, a clear call-to-action button and it is designed for people that often just skim the mail. A couple of days after this email was sent out, a follow-up email was sent to provide more explanation on details for the users who needed more detail. The goal of Uber’s emails is clear and the company understands its busy audience and therefore sends a very simplistic email campaign. They planned the emails well and followed up on the matter after a short time.

Dropbox

Dropbox decided to create a cute and also funny email by including emoticons and cartoons and it was kept quite short. This shows that the company does not want to interrupt the users but wanted to remind them about the company and their helpful products. The goal of the company is clear as they would like the recipient to use their products again. They know how to reach their audience and designed and planned their emails and strategy accordingly. However what is missing is the obvious call-to-action button with which the company could have direct the recipient to their website and back to their left account. Whether the email campaign increased the usage of Dropbox is unknown however it at least created brand awareness and reminded people of the company.

We can now conclude that email marketing campaigns are still very effective and it can result in a great return on investment. However to run a successful email campaign, the design of the mail and the strategy has to fulfil certain aspects. If this is achieved such as Uber and Dropbox did, then the campaign can be successful and risks can be limited.

References:

• Chaffey, D. (2017). Email marketing statistics 2017. [online]  Smartinsights. Available at: https://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/ [Accessed 20 Jan. 2018].
• Fariborzi, E. and Zahedifard, M. (2012). E-mail Marketing: Advantages, Disadvantages and Improving Techniques.International Journal of e-Education, e-Business, e-Management and e-Learning, [online] 2(3), pp.232-235. Available at: https://s3.amazonaws.com/academia.edu.documents/38363813/116-CZ02024.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=1516984482&Signature=v31fBBKDXxCQrI8E5ntq5BpMT2Q%3D&response-content-disposition=inline%3B%20filename%3DE-mail_Marketing_Advantages_Disadvantage.pdf [Accessed 26 Jan. 2018].
• Hudson, A. (2017) The Benefits and Risks to Email Marketing Selection for Small Businesses. [online] HostPapa. Available at: https://www.hostpapa.co.uk/blog/marketing/email-101-benefits-risks-email-marketing-selection-small-businesses/ [Accessed 6. Feb. 2018].
• Hurley Hall, S. (2017).How to Run a Successful Email Marketing Campaign (Step by Step). [online] OptinMonster. Available at: https://optinmonster.com/how-to-run-a-successful-email-marketing-campaign/ [Accessed 20 Jan. 2018].
• Jenkins, S. (2009) “The Truth about Email Marketing”. USA: FT Press, pp 2-4, pp. 104-106
• Kolowich, L. (2017). 15 of the Best Email Marketing Campaign Examples You’ve ever seen. [online] Hubspot. Available at: https://blog.hubspot.com/marketing/email-marketing-examples-list [Accessed 20 Jan. 2018].
• Marketing Land (2012).77 Percent Of Us Want To Get Marketing Messages Via Email & There’s No Close Second Place, Study Says. [online] Marketing Land. Available at: https://marketingland.com/77-percent-of-us-want-to-get-marketing-messages-via-email-theres-no-close-second-place-study-says-9420 [Accessed 20 Jan. 2018].
• McGee, M. (2012).77 Percent Of Us Want To Get Marketing Messages Via Email & There’s No Close Second Place, Study Says. [online] Marketing Land. Available at: https://marketingland.com/77-percent-of-us-want-to-get-marketing-messages-via-email-theres-no-close-second-place-study-says-9420 [Accessed 20 Jan. 2018].
• Nickerson, D. (2007). Does Email Boost Turnout?.Quarterly Journal of Political Science, 2(4), pp.369-379.
• Pantea, C. and Pop, N. (2010). EMAIL MARKETING CAMPAIGNS: THE EASIEST PATH FROM ORGANIZATIONS TO CONSUMERS.Annals of the University of Oradea: Economic Science, [online] 1(1), pp.737-742. Available at: http://anale.steconomiceuoradea.ro/volume/2010/n1/116.pdf [Accessed 20 Jan. 2018].

With the increasing number of users of social media networks, 2.46 billion active users in 2017 (Statista, 2017), companies of a wide range of industries are starting to include these networks in their digital marketing strategy as they offer the companies an unique and very cheap way to show their online activity in a location that is easily accessible for consumers. But is this the only advantage of social media networks? And do any drawbacks exist? Is the use of social media networks in the digital marketing strategy really the master secret of success or is the strategy actually destined to fail?

Advantages

According to Forbes (2014) social media networks provide companies with benefits such as:

• Improved Customer Loyalty: The Texas Tech University (2013) found out that companies that are represented on social media and thereby engage with the consumers enjoy a greater loyalty. They say: “Companies should take advantage of the tools social media gives them when it comes to connecting with their audience. A strategic and open social media plan could prove influential in morphing consumers into being brand loyal.”
• Increased Brand Recognition: Being present on social media networks increase the visibility and this is of huge value in today’s world. By being visible the company has a new way to spread the voice about content and news. This is of great importance for attracting new customers as it makes it easier for them to get access to the company.
• Build Social Trust: The band image that the company represents online affects the trust users build to the company. A company that interacts online with the consumers allows them to build a feeling of confidence. If these users share their experiences with the company online then this can also influence other users to trust the company.

Furthermore according to a study carried out by Hubspot (2017) social media networks have a lead-to-close rate of up to 100% higher than outbound marketing and it also allows companies to decrease marketing costs (Hubspot, 2017).

Examples of effective Social Media Network usage

FC Bayern Munich, the German football club, uses a wide variety of social media networks with Facebook, Twitter, Instagram, Snapchat and YouTube being the ones with the most followers compared to the other football clubs in Germany. The club follows the approach “closer to the champion” and thereby wants to offer the consumer the opportunity to be well informed about the recent news and also to interact with the club.

FC Bayern Munich Followers:

A major reason for their success being the fact that they are very active in posting new information on their channels at least once a day. As they are not only present on social media in Germany but all around the globe this leads to a total number of website visits of 2.92million in December 2017 (Similarweb, 2017)

Another and very important factor is that all of the channels can be viewed on the phone as they are mobile friendly. As many people nowadays use their phones to find out information (Hern, 2015), websites and social media channels need to be accessible via portable devices to make the social media network channels even more effective.

Disadvantages

• Language: When using social media networks as an international company there will be users that speak different languages. Not all networks offer the opportunity to directly translate the post and if they do then often they translate not correctly. For a company using these channels it would therefore be useful to write their message in at least 3 different languages to reach a greater number of users.
• Negative Content/Feedback: As users can share their own experiences on the company’s’ social media channel, companies need to prepare to receive negative or bad feedback. This feedback is easily accessible by other users who might spread the word about this feedback which can then impact the company’s reputation and brand.

Example of negative Feedback

United Airline experienced one of the biggest wave of bad feedback in 2017 (Entrepreneur, 2017). A passenger took and later shared a video of a man who was forcibly dragged off the plane by security men because he was randomly selected to give up his seat for an employee of United Airline. This was already a bad feedback but the CEO of UA made it even worse when publishing a cold statement blaming the victim and stating that his employees correctly followed the procedure. Over the next weeks another similar situation took place with many United Airline customers saying they will never fly this airline again.

Conclusion

When seeing the case of FC Bayern Munich we can see, that social media networks can definitely be the master secret of success if the channels are effectively managed and interaction between the company and the consumers exists to build up brand reputation and trust. However if users experience something bad with the company, share this experience and the company is unable to effectively react on this bad feedback and manage the interaction between both sides, then social media networks can also hurt the business and the company might need to change its digital marketing strategy meaning the strategy failed.

References

• Bell, T. (2013).Establishing Brand Loyalty through Social Media. [online] Depts.ttu.edu. Available at: http://www.depts.ttu.edu/comc/research/outpost/blog/brand-loyalty.php#sthash.GymG5BDh.dpbs [Accessed 26 Dec. 2017].
• DeMers, J. (2017).The 7 Biggest Social Media Fails of 2017 — So Far. [online] Entrepreneur. Available at: https://www.entrepreneur.com/article/294925 [Accessed 26 Dec. 2017].
• DeMers, J. (2014).The Top 10 Benefits of Social Marketing. [online] Forbes.com. Available at: https://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/#1fe57a731f80 [Accessed 26 Dec. 2017].
• FC Bayern Munich (2017).FC Bayern München. [online] Facebook.com. Available at: https://www.facebook.com/fcbayern.en/ [Accessed 26 Dec. 2017].
• FC Bayern Munich (2017).FC Bayern Official (@fcbayern) • Instagram photos and videos. [online] Instagram.com. Available at: https://www.instagram.com/fcbayern/ [Accessed 26 Dec. 2017].
• Hern, A. (2015).Smartphone now most popular way to browse internet. [online] the Guardian. Available at: https://www.theguardian.com/technology/2015/aug/06/smartphones-most-popular-way-to-browse-internet-ofcom [Accessed 26 Dec. 2017].
• Hubspot (2017).2017 Marketing Statistics, Trends & Data – The Ultimate List of Marketing Stats. [online] Hubspot.com. Available at: https://www.hubspot.com/marketing-statistics#Social%20Media [Accessed 26 Dec. 2017].
• Kusinitz, S. (2017).16 Stats That Prove Social Media Isn’t Just a Fad. [online] Blog.hubspot.com. Available at: https://blog.hubspot.com/marketing/social-media-roi-stats [Accessed 26 Dec. 2017].
• Similarweb (2017).com Traffic Statistics. [online] SimilarWeb. Available at: https://www.similarweb.com/website/fcbayern.com [Accessed 26 Dec. 2017].
• Statista (2017).Number of social media users worldwide 2010-2021 | Statista. [online] Statista. Available at: https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/ [Accessed 26 Dec. 2017].
• Wee, R. (2017). Most Popular Social Media Networks In The World. [online] WorldAtlas. Available at: https://www.worldatlas.com/articles/most-popular-social-media-networks-in-the-world.html [Accessed 26 Dec. 2017].

According to Dave Chaffey (2011) there are six channels a company can use for its digital marketing purpose. One of these channels is a website. Having a website is great but a website is only effective in supporting the business, when it creates excellent user experiences. How do you know, whether a company’s website does create these excellent experiences? Well, there are a number of approaches that can be used to audit a website and thereby its effectiveness in supporting the business.

One of these approaches is the AIPD by Simeon (1999).

The tool should help to critically evaluate a company’s’ website by analysing the four segments: Attracting, Informing, Positioning and Delivery.

A website will attract customers, when they can clearly see the brand’s name, the affiliates of the company and recommendations by other users. People are often influenced by the experiences of others, so for new customers to see recommendations the website will be more appealing to them. Furthermore the website must present users with information which must be easily accessible for them. Customers are unlikely to spend hours to find the information they need, so a user-friendly website where information contents can be found quickly will enhance their satisfaction. The right positioning of information is a key for success. A discounted price hidden in small print or appearance of it after passing through the website will not increase the likeliness of the customer returning to the website. If the company currently has special offers, these need to be positioned in a convenient space on the landing page for users to see at first sight so that it catches their eyes. Lastly the delivery makes the user decide, whether s/he completes the visit of the website with excellent experiences. Noticeably providing the user with the information about the Warranty/After-sales service the company offers, the variety of payment methods being accept and how they can contact the customer service is of great essence. If they only find out about these information when they want to complete a purchase and these information do not meet their requirements, they will have spent a lot of time on the website for nothing and will be unlikely to come back to it. Security and Privacy on the website are further important factors users expect when spending time on the website.

If a company can implement these four segments effectively, it can provide the company with an attractive and effective website, leading to lots of site-traffic and support of the business.

Another approach that can be used to evaluate a company’s website, is the eye tracking study by Ania Hernandez and Marc Resnick (2013). The eye tracking study says, that users have specific pathways that they follow when visiting websites. The specific pathways are called scanning patterns. Different scanning patterns exist, such as:

The Z-Pattern (1), the Golden Triangle (2), the Zig-Zag Pattern (3) and the Guttenberg Pattern (4). Each pattern is used for a different type of website. The Z-Pattern for example is used for websites with simpler designs but “trails to a more engaged reading path” (Hernandez A., Resnick M., 2013). The user will pass through all four basic quadrants of the website making it unlikely for relevant information to be missed. The Golden Triangle exists when the user is only interested in viewing the navigation menu as this is normally located in the horizontal at the top of the page. Therefore the important information has to be arranged more obvious than usual. The Zig-Zag pattern is a combination of many Z-Patterns and is usually seen where the person reads a long text looking for detailed and specific information and is actually more interested in the page of the product than the landing page of the website. The Guttenberg Pattern simply shows a path, that starts at the top right corner and finishes at the bottom right. In this case, the most important information that must be seen first, should be placed at the top of the page and the content that should be used at the end, has to be placed at the bottom. Content placed in different areas of the page are likely to be missed unless they are striking.

Knowing the scanning patterns that people use for specific types of websites make it easier for the designer of the website or the company to create a website that matches the scanning patters. According to Goddard et al. (2008), if a site matches the scanning pattern, it can reduce the effort that consumers need to put in to evaluate the information given.

If a company can understand the scanning pattern people will use on its website, then this can enhance the effectiveness of the website.

Bibliography:

Chaffey, D. (2011). Digital marketing channels. [online] Smart Insights. Available at: https://www.smartinsights.com/reach/attachment/digital-marketing-channels/ [Accessed 25 Nov. 2017]

Charlie (2017). The Importance of Web Design to Digital Marketing. [online] Bluefrontier.co.uk. Available at: https://www.bluefrontier.co.uk/company/blog/item/the-importance-of-a-website-to-your-marketing-strategy [Accessed 25 Nov. 2017]

Goddard P.H., McLeary S., and Gorney D. (2008, June26). Five dimensions of user experience. White Paper. Human Factors International. Fairfield Iowa.

Hernandez A. , Resnick M., (2013) Placement of Call to Action Buttons for Higher Website Conversion and Acquisition: An Eye Tracking Study. [online] at http://journals.sagepub.com/doi/abs/10.1177/1541931213571232 [Accessed 25 Nov. 2017]

Newbold, C. (2014). How to Evaluate a Website. [online] The Visual Communication Guy: Designing, Writing, and Communication Tips for the Soul. Available at: http://thevisualcommunicationguy.com/2014/08/27/how-to-evaluate-a-website/ [Accessed 25 Nov. 2017]

Simeon, R. (1999) “Evaluating domestic and international Web‐site strategies”, Internet Research, Vol. 9 Issue: 4, pp.297-30

University of Edinburgh (n.d.). How to evaluate website content. [online] The University of Edinburgh. Available at: https://www.ed.ac.uk/information-services/library-museum-gallery/finding-resources/library-databases/databases-overview/evaluating-websites [Accessed 25 Nov. 2017]

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