Grow your Email Marketing Lists

Grow Your Lists Luke Christison Multi-Channel Marketing Services

Traditional growth strategies Surveys Competitions Co-Registration Online surveys provide a Competitions have been CoRegistration provides great way to gather perceived to be a great company’s with the ability customer data, product way of capturing data as to provide offers on a requirements, channel most people love to get variety of high quality, input, and more. “something for nothing” transparent Co- Registration networks. Surveys engage Be careful, as it has been consumers with your recognised that there is These offers can be used brand and provide the churn once a competition to entice “prospects” to opportunity to contribute is finished, as such it is provide an email address thoughts and opinions, important to ensure you (opt-in) in exchange for whilst allowing the ability provide interesting and special offers, product to capture quality data relevant content on a news, privileges after which can be used to regular basis to keep their “initial registration”. create portraits on your your new customer customer base. engaged. DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 3

Today’s execution options 1. Website Opt-in Forms: Attract unknown web 9. Forward to a Friend (FTF): Continue to share site visitors to opt-in for your company’s email invitation to opt-in with all eligible contacts promotions (especially since most won’t within your company’s master database. convert or return online). 10. Co-Registration: Continue to offer 2. eStore Checkout: Add a simple “yes” or “no” appropriate third-party site visitors an option to radio button option to request permission (opt- join your email lists. in) where an email address is required during 11. List Rental: Test third-party email lists with checkout process on website (if you have promos to gain email opt-ins that result in purchasing capabilities). conversions. 3. Downloads: Add opt-in option to gain 12. Social Media: Target social media sites where permission from MediaMall downloads (songs, your target market may be reached to gain opt- images, videos). ins. 4. Subscription Layer: Provide unique website 13. Partnerships: Select partners to chaperon visitor exit-triggered pop-up invitations for your opt-in email invites to their respective email opt-in. email contacts. 5. Transactional Emails: Use sidebar in 14. My Online Account: Enable your end users transactional emails to confirm opt-ins from an opportunity to opt-in simply via their account legacy email contacts. online. 6. Competitions: Include opportunities to 15. Referral Program (R4R): Request or reward secure permission to email from compeition prospect or customer referrals leading to new entries. email opt-ins. 7. Call Center: Train and motivate call center 16. Email Preference Application: Enable representatives to request or validate email prospects and customers to access an email opt-ins. preferences application to opt-in to emails 8. Live Chat: Formalise requests for permission available through your website. to send automated emails with personalised 17. Customer Reviews: Apply opt-in best chat transcripts. practices when emails are captured via DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 customer review submissions. 4

EMAIL GROWTH PLAN Execution overview: Impact Vs Complexity 1. Website (Opt-in Form) Priority 2. eStore (Checkout) 1 Programs 0 3. Downloads 1 1 9 4. Subscription Layer High 5. Transactional Emails 1 6. Competitions 3 7. Call Center 8. Live Chat 9. Forward to a Friend 7 1 4 2 6 8 (FTF) 7 10. Co-Registration 1 5 1 11. List Rental Medium 4 3 12. Social Media 1 1 13. Partnerships 6 5 14. My Online Account 1 15. Referral Program (R4R) 2 16. Email Preference Application 17. Customer Reviews Low IMPACT Higher Difficulty Average Difficulty Lower Difficulty EASE OF IMPLEMENTATION DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 5

NASCAR Fan of the Week microsite Promoted Sprint’s sponsoring of the NASCAR Nextel Cup Series Created a microsite where fans could interact, share stories and maybe get on TV as “NASCAR Fan of the Week” 18,025 passionate, creative submissions. Huge repeat traffic. Cost per lead less than 1/10 other programs DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 6

Live chat integration • Convert “live chat” to promotional email (Connect talk to action) • Send relevant promotions: • Product discussed in chat • Companion product • Buy Now • Collect opt-in email address • Automated, high payback application • The “highest performing email application at Sprint” VODAFONE PORTUGAL EMAIL MARKETING RFI 2010 7

Getting value out of your data

The standard list rental process Your Comp Database s The Email List Surve y 1 ... 3rd Party … Co- Vendor … Reg Database (Acxiom) Name, email address Opt-in Partn er Purchase the new opt-in record, with more attributes. Learn more about our customer 2 Buy Use the additional attributes to provide more relevant and personalised content Your Name, email address, DOB, Database physical address, postcode, DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 9

“List size is not just about growth, it’s about engagement” (Quote: Email Experience Council) DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 10

Delivering the right message ! Your Comp Database s The Email List Surve y 1 ... 3rd Party … Co- Vendor … Reg Database (Acxiom) Name, email address Opt-in Partn er Purchase the new opt-in record, with more attributes. Learn more about our customer 2 Buy Use the additional attributes to provide more relevant and personalised content Your Name, email address, DOB, Database physical address, postcode, DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 11

Content that works Increased performance of monthly email standalone campaigns Redesigned template, look and feel to be easier to read (and click); strengthened online brand presence by focusing on must-have innovations - not just price 11% revenue increase in first quarter following launch; creative for “Better Together” email yielded approx $300k in Acxiom revenue, client's single most Version successful online campaign Before ever DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 12 9

Enhancing our database Your Comp s ! Database The Email List Surve y 1 ... 3rd Party … Co- Vendor … Reg Database (Acxiom) Name, email address Opt-in Partn er Purchase the new opt-in record, with more attributes. Learn more about our customer 2 Buy Use the additional attributes to provide more relevant and personalised content Your Name, email address, DOB, Database physical address, postcode, DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 13

Understanding customer preferences Gathered profile information for HP business customers to deliver customised newsletter content Created interactive profile piece to visually generate a preview of the newsletter as preferences are submitted 60% completion rate and dramatic increase in subsequent engagement DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 14

Making communication relevant Your Comp Database s The Email List Surve y 1 ... 3rd Party … Co- Vendor … Reg Database (Acxiom) Name, email address Opt-in Partn er Purchase the new opt-in record, with more attributes. Learn more about our customer ! 2 Buy Use the additional attributes to provide more relevant and personalised content Your Name, email address, DOB, Database physical address, postcode, DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 15

Personalising offers Increased responses and bookings while developing new sources of revenue for Wyndham's loyalty program Redesigned and re-thought existing newsletters and standalone campaigns to increase usability, branding & ease of scanning CTO Rate increased 7.3% since newsletter redeployment; YOY CTO increased 29% on reactivation messages DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 16

Close the purchase Your Comp Database s The Email List Surve y 1 ... 3rd Party … Co- Vendor … Reg Database (Acxiom) Name, email address Opt-in Partn er Purchase the new opt-in record, with more attributes. Learn more about our customer ! 2 Buy Use the additional attributes to provide more relevant and personalised content Your Name, email address, DOB, Database physical address, postcode, DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 17

Continue the dialogue Branded HTML Email Standard Plain Text Receipt DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 18

Customer Relationship Management to From Customer Managed Relationships: • From Eye balls to Engagement • From Shouting Louder to Listening Harder • From Control to Empowerment • From One Way Dialogues to Interactive Value Exchange DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 19

Making your leads count! • Recognise customers, wherever, whenever they interact with us • Personalise our offering & learn how best to communicate • Ensure all communications add value engaging the customer with the brand Customer DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 1st 20

Consumer: “If you know me, talk to me like you do...”

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Grow your Email Marketing Lists

by Pure360 on Jun 08, 2010

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Grow your Email Marketing Lists — Presentation Transcript