Building your email marketing lists
 

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Building your email marketing lists

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This was presented at EEMC 2010 by Marc Munier

This was presented at EEMC 2010 by Marc Munier

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  • What this presentation is about
  • This welcome email from Zoopla has got it all

Building your email marketing lists Presentation Transcript

  • 1. List Growth
    Pure360
    Marc Munier
  • 2. Take notes
    • Retain to grow
    Ensure you retain before you grow
    • On boarding – properly
    Manage subscriber expectations from the moment they sign up
    • Capture as much as possible
    A look at the most effective ways to capture as much data as possible
    • Grow once they are on board
    Sell the growth
  • 3. A little about me
    There are 20,000 dots on this page, that is the number of hours that I have worked in email marketing for. Apparently it is also the number of hours it takes to become an expert in any given field so that’s why I’m talking to you today.
  • 4. Take notes
    • Retain to grow
    Ensure you retain before you grow
    • On boarding – properly
    Manage subscriber expectations from the moment they sign up
    • Capture as much as possible
    A look at the most effective ways to capture as much data as possible
    • Grow once they are on board
    Sell the growth
  • 5. Retaining – bloody important!
    Unsubscribe rates vary from 1-2%
    How many do you lose a year?
    @2% a send – 1 a month?
    Over 20% of subscribers will be lost if you email them once a month if you have the average DMA unsubscribe rate
  • 6. And a terrible brand experience
    49% consumers make a point of NOT buying certain brands or services.
    81% of these attribute their reason to a bad personal experience with the brand or its representatives.
    Once people have unsubscribed they are highly unlikely to sign up again so make sure they have a good brand experience.
  • 7. How not to reduce unsubscribe rates
    Don’t make it difficult for people to unsubscribe.
  • 8. How to maintain engagement
    I hate to be cliché but...
    Deliver engaging content which recipients want to read.
    They want to hear from the team, involve:
    • Product Development
    • 9. Buyers
    • 10. Sales – they always have a view
    • 11. Dispatch
    • 12. Customer services
    • 13. Whoever are the experts in your field
    • 14. User Generated Content
  • Don’t over send
    How often can I send an email?
    Do you have anything new to say?
  • 15. Ask them what they want
    Send them surveys or anything else to show them you care
  • 16. Take notes
    • Retain to grow
    Ensure you retain before you grow
    • On boarding – properly
    Manage subscriber expectations from the moment they sign up
    • Capture as much as possible
    A look at the most affective ways to capture as much data as possible
    • Grow once they are on board
    Sell the growth
  • 17. Expectation Management
  • 18. Great ways to do this:
    • Link to last newsletter
  • Great ways to do this:
    • Tell them how often you will contact them
  • Great ways to do this:
    • Talk about frequency
    “I am really glad the newsletter is back. I missed the informative wit, erudite tips, and easy links to fascinating facts.”
    “Thanks for your newsletter. I enjoy your commentaries and insights tremendously. You have given me information on books which I have purchased and enjoyed.”
    www.mantex.co.uk
  • 19. On boarding – so so key
    Get them on board while they really care about your brand and are most engaged, the first stage of this is to send them a welcome email.
  • 20. Build lasting relationships
  • 21. Make them welcome
    • Immediate
    • 22. On brand
    • 23. Informative
    • 24. Have a call to action
    This welcome email from M&S has it all
  • 25. Make them welcome
    • Immediate
    • 26. On brand
    • 27. Informative
    • 28. Have a call to action
    This welcome email from figleaves is immediate only
  • 29. Make them welcome
    • Immediate
    • 30. On brand
    • 31. Informative
    • 32. Have a call to action
    This welcome email from Prime Location is immediate and has a weak call to action.
  • 33. Make them welcome
    • Immediate
    • 34. On brand
    • 35. Informative
    • 36. Have a call to action
    This welcome email from Zoopla has it all
  • 37. Get a sequence going on
    Welcome/Sales
    Positioning
    Building
    Winback
    Propensity to Buy
    Get into a pattern of email sending depending on how they behave
    Time
  • 38. Take notes
    • Retain to grow
    Ensure you retain before you grow
    • On boarding – properly
    Manage subscriber expectations from the moment they sign up
    • Capture as much as possible
    A look at the most affective ways to capture as much data as possible
    • Grow once they are on board
    Sell the growth
  • 39. Aggressive – does it pay off?
    Try using a new technique which highlights the form using Jarva script. Success depends on the brand and how aggressive you are.
  • 40. Two stages
    40% of visitors will complete a signup form if they perceive a benefit in doing so. Provide a small incentive at the second stage to increase completion rates.
  • 41. Two stages
  • 42. Watch
    Watch what they’re interested in by looking at what they click through to on your website
  • 43. Watch
  • 44. Give them a reason
    Figleaves is a great example as they provide 5 clear points as to why you should subscribe.
  • 45. Wording
    Submit
    Subscribe
    Signup
    or
    Sign me up
    Subscribe today
    Subscribe now and Start Saving
    Make them instructions
    Kudos to Smart Insights
  • 46. Omnipresent
    The Newsletter link should be placed in different places around the site with a slightly different call to action each time.
  • 47. Omnipresent
  • 48. Omnipresent
  • 49. Take notes
    • Retain to grow
    Ensure you retain before you grow
    • On boarding – properly
    Manage subscriber expectations from the moment they sign up
    • Capture as much as possible
    A look at the most affective ways to capture as much data as possible
    • Grow once they are on board
    Sell the growth
  • 50. Ideas to get growth – socially
    Include links to social share sites such as Facebook and Twitter.
  • 51. Pushing social
    Emails are a route to social networking sites...
  • 52. Push email in social
    ...and social networking sites are a link to your emails
  • 53. Take notes
    • Retain to grow
    Ensure you retain before you grow
    • On boarding – properly
    Manage subscriber expectations from the moment they sign up
    • Capture as much as possible
    A look at the most affective ways to capture as much data as possible
    • Grow once they are on board
    Sell the growth
  • 54. End slide
    THANK YOU FOR LISTENING
    Please ask lots of questions...
    Go on
    Follow @marcmunier and @pure360
    Email marc.munier@pure360.co.uk