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Growing & Maintaining Responsive Email Lists

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  • What’s the mistake this site is making… (I’ll keep drilling down…)
  • Don’t forget to ASK for folks email address!!
  • ONGOING, not just an initial bribe!
  • This is the secret… look at your ‘ask’! There’s a lot of ways to collect email addresses… you need to focus on the best ways to get quality email addresses! -deliverable -accurate -primary
  • Don’t put CAPTCHAs on signup pages if you can help it!
  • Nice job!
  • This was a microsite / landing page from a google adword
  • On the side of the road, on social sites, etc.
  • Even utilize typical ‘exit’ mechanisms (e.g. an unsubscribe page) to offer the opportunity to resubscribe. Just keep asking!!
  • This is my favorite topic.. Typos. Fact is… people make them!!
  • You want to encourage people to type carefully, not type twice!
  • Whatever technology you implement, use across ALL collection channels.
  • Don’t make this mistake… what do you think the ROI was on this? Production costs + mailing costs + free upgreade. And untrackable.
  • And you’ll get a link to my slides!

Transcript

  • 1. Growing and Maintaining Responsive Email Lists
  • 2. Agenda
    • List Growth Basics
    • List Growth - The New New Rules
    • List Maintenance - The New New Rules
  • 3.  
  • 4.  
  • 5.
    • ASK!
  • 6. Ask EVERYWHERE!
    • Website
    • Paper (order form, etc.)
    • Phone (customer orders, etc.)
    • In Person (POS, check in, etc.)
  • 7. WIIFM? Make sure there is an ONGOING value exchange
  • 8. WIIFM?
  • 9.  
  • 10. Reassure
    • How you will use their email address
    How you will protect their privacy
  • 11. Reassure
  • 12. Reassure
  • 13. Agenda
    • List Growth Basics
    • List Growth - The New New Rules
    • List Maintenance - The New New Rules
  • 14.  
  • 15. #1 Show and Prepare Withhold as Enticement
  • 16. #1 - Show and Prepare
  • 17. #2 KISS Collect It All Now
  • 18. Asking Too Much
  • 19.  
  • 20.  
  • 21.  
  • 22. #3 Explain Why Expect Information Sharing
  • 23.  
  • 24. #4 No Really, Ask Everywhere Ask Everywhere
  • 25.  
  • 26.  
  • 27.  
  • 28. #5 Opt-in Appending Opt-out Appending
  • 29. Appending ? 13 Green St., Salem, NH 03079 Austin Jordan ? 514 Broadway St., Los Angeles, CA 90079 Ken Chapman ? 643 Main Street, Palm Springs, FL 33406 Sarah Watson ? 15 Shire Street, New York, NY 10024 Joe Smith Email Address Name
  • 30. Appending [email_address] 13 Green St., Salem, NH 03079 Austin Jordan [email_address] 514 Broadway St., Los Angeles, CA 90079 Ken Chapman [email_address] 643 Main Street, Palm Springs, FL 33406 Sarah Watson [email_address] 15 Shire Street, New York, NY 10024 Joe Smith Email Address Name
  • 31. Appending a) Send your postal database in for processing. d) A Welcome Email is sent to your customers to confirm deliverability and ensure their permission . Make sure it is 100% opt-in! b) Your file is matched against vendor’s database. Make sure it is 100% opt-in! e) The enhanced file with deliverable email addresses is sent back to you. c) Suppressions are run.
  • 32. To Append Or Not To Append?
    • Ask everywhere
    • Effectively send/track
    • Established ROI in the email channel
    • Fully educated & ready to leverage append results
  • 33.  
  • 34. #6 Typos Happen! I Care! Typos Happen! Who Cares?
  • 35.
    • Lowered response rates
    • Inadvertently abandoned customers
      • Lost revenues
      • Opens door for competitors
      • Customer dissatisfaction
    • Wasted marketing effort and expense
    • Risk of being blacklisted
    Why Care?
  • 36.  
  • 37. Run Regular List Audits
  • 38.  
  • 39. #6 – Prepare For Typos
  • 40. #6 – Prepare For Typos Vs.
  • 41.
    • Simple software code can enforce RFC standards
    • More advanced software can filter out invalid addresses
    • The best services can actually notice and correct typos in real-time
    #6 – Prepare For Typos [email_address]
  • 42. #6 – Prepare For Typos … Caught and Corrected before it entered their database
  • 43. - Use Cloud API or build yourself - Get “spellcheck” with corrections provided!
  • 44. Agenda
    • List Growth Basics
    • List Growth - The New New Rules
    • List Maintenance - The New New Rules
  • 45. Over 50 million email addresses changed this year
      • Switched Jobs
      • Changed ISPs
      • Graduated from School
      • Abandoned b/c of Spam
      • Corporate rebranding
      • Etc.
  • 46. #7 Don’t Lose Existing Subscribers Get New Subscribers
  • 47. Question Assumptions
  • 48. Consider A Backup
  • 49. Make Updating Easy
  • 50.  
  • 51. Use Email Change of Address (ECOA)
    • Just like NCOA, but for your email list
    • 6-15%+ Update Rate
    • Ideal for large (100k+) lists of old email addresses
    • Pay per email address recovered
  • 52.
    • Improve your ‘ask’
      • Show and Prepare
      • KISS
      • Explain Why
      • Ask *Everywhere*
      • Opt-In Appending
    • 6. Take Typos Seriously
      • Do Routine Audits
      • Assist Self-Proofing
      • Use Technology
    • 7. No email address is forever
      • Get a Backup
      • Make Updating Easy
      • Run ECOA
    Recap - New New Rules
  • 53. My “Ask”
  • 54.