Growing and Maintaining Responsive Email Lists
Agenda <ul><li>List Growth Basics </li></ul><ul><li>List Growth  - The New New Rules </li></ul><ul><li>List Maintenance - ...
 
 
<ul><li>ASK! </li></ul>
Ask EVERYWHERE! <ul><li>Website </li></ul><ul><li>Paper (order form, etc.) </li></ul><ul><li>Phone (customer orders, etc.)...
WIIFM? Make sure there is an ONGOING value exchange
WIIFM?
 
Reassure <ul><li>How you will use their email address </li></ul>How you will protect their privacy
Reassure
Reassure
Agenda <ul><li>List Growth Basics </li></ul><ul><li>List Growth  - The New New Rules </li></ul><ul><li>List Maintenance - ...
 
#1 Show and Prepare Withhold as Enticement
#1 - Show and Prepare
#2 KISS Collect It All Now
Asking Too Much
 
 
 
#3 Explain Why Expect Information Sharing
 
#4 No Really, Ask Everywhere Ask Everywhere
 
 
 
#5 Opt-in Appending Opt-out Appending
Appending ? 13 Green St., Salem, NH 03079 Austin Jordan ? 514 Broadway St., Los Angeles, CA 90079 Ken Chapman ? 643 Main S...
Appending [email_address] 13 Green St., Salem, NH 03079 Austin Jordan [email_address] 514 Broadway St., Los Angeles, CA 90...
Appending a) Send your postal database in for processing. d) A  Welcome Email  is sent to your customers to confirm delive...
To Append Or Not To Append? <ul><li>Ask  everywhere </li></ul><ul><li>Effectively send/track </li></ul><ul><li>Established...
 
#6 Typos Happen!  I Care! Typos Happen!  Who Cares?
<ul><li>Lowered response rates </li></ul><ul><li>Inadvertently abandoned customers </li></ul><ul><ul><li>Lost revenues </l...
 
Run Regular List Audits
 
#6 – Prepare For Typos
#6 – Prepare For Typos Vs.
<ul><li>Simple software code can enforce RFC standards </li></ul><ul><li>More advanced software can filter out invalid add...
#6 – Prepare For Typos … Caught and  Corrected  before it entered their database
- Use Cloud API or build yourself - Get “spellcheck”  with   corrections  provided!
Agenda <ul><li>List Growth Basics </li></ul><ul><li>List Growth  - The New New Rules </li></ul><ul><li>List Maintenance - ...
Over 50 million email addresses changed this year <ul><ul><li>Switched Jobs </li></ul></ul><ul><ul><li>Changed ISPs </li><...
#7 Don’t Lose Existing Subscribers Get New Subscribers
Question Assumptions
Consider A Backup
Make Updating Easy
 
Use Email Change of Address (ECOA) <ul><li>Just like NCOA, but for your email list </li></ul><ul><li>6-15%+ Update Rate  <...
<ul><li>Improve your ‘ask’ </li></ul><ul><ul><li>Show and Prepare </li></ul></ul><ul><ul><li>KISS </li></ul></ul><ul><ul><...
My “Ask”
 
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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!
  • Growing & Maintaining Responsive Email Lists

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

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