Grow Your Lists



        Luke Christison
Multi-Channel Marketing Services
List Growth
Email Customer Lifecycle


Presented by
Luke Christison | Manchester | 26th May 2010




          © 2010 Acxi...
Traditional growth strategies
                         Surveys                              Competitions             Co-Re...
Today’s execution options
1.      Website Opt-in Forms: Attract unknown web             9.    Forward to a Friend (FTF): C...
EMAIL GROWTH PLAN




Execution overview: Impact Vs Complexity
  1.    Website (Opt-in Form)                              ...
NASCAR Fan of the Week microsite

 Promoted Sprint’s sponsoring
 of the NASCAR Nextel Cup
 Series

 Created a microsite wh...
Live chat integration
• Convert “live chat” to promotional
  email (Connect talk to action)

• Send relevant promotions:

...
Getting value out of your data
The standard list rental process
                                                                                         ...
“List size is not just about growth, it’s about engagement”
                                                              ...
Delivering the right message
                                                                                  !
         ...
Content that works
Increased performance of
monthly email standalone
campaigns

Redesigned template, look
and feel to be e...
Enhancing our database
                                                                                                   ...
Understanding customer preferences

Gathered profile information
for HP business customers to
deliver customised newslette...
Making communication relevant
                                                                                            ...
Personalising offers

Increased responses and
bookings while developing new
sources of revenue for
Wyndham's loyalty progr...
Close the purchase
                                                                                                       ...
Continue the dialogue
                                                              Branded HTML Email


      Standard Pl...
Customer Relationship Management to
From

Customer Managed Relationships:

• From Eye balls to Engagement

• From Shouting...
Making your leads count!
• Recognise customers, wherever, whenever they interact with us
• Personalise our offering & lear...
Consumer: “If you know
           me,
talk to me like you do...”
Questions
"Helping to create the worlds most
        customer centric companies“



          © 2010 Acxiom Corporation All Rights R...
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Grow your Email Marketing Lists

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Grow your Email Marketing Lists

  1. 1. Grow Your Lists Luke Christison Multi-Channel Marketing Services
  2. 2. List Growth Email Customer Lifecycle Presented by Luke Christison | Manchester | 26th May 2010 © 2010 Acxiom Corporation All Rights Reserved
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. Getting value out of your data
  9. 9. 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
  10. 10. “List size is not just about growth, it’s about engagement” (Quote: Email Experience Council) DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 10
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. Continue the dialogue Branded HTML Email Standard Plain Text Receipt DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 18
  19. 19. 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
  20. 20. 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
  21. 21. Consumer: “If you know me, talk to me like you do...”
  22. 22. Questions
  23. 23. "Helping to create the worlds most customer centric companies“ © 2010 Acxiom Corporation All Rights Reserved

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