DMA email a multichannel approach to growing your list

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DMA email a multichannel approach to growing your list

  1. 1. DMAEmail+ - a multichannel approach togrowing your list08.30am Registration & refreshments09.00am Welcome from chair Richard Gibson, Return Path09.05am Beyond the opt-in: Email list growth in a mobile, social and local world Richard Austin, Silverpop09.35am How to sessions New tips and tactics for email list growth Richard Austin, Silverpop Maxamising your website as a touch point for growing your list Tamara Gielen, Plan to Engage10.10am Refreshment break10.25am Case studies The 9 strategies that Lucky Voice’s list size 112% Tim Watson, Zettasphere Integrating social media into your campaigns to grow your email list Dave Chaffey, Smartinsights10.55am Q&A session11.25am Closing comments from chair Richard Gibson, Return Path
  2. 2. Email +a multichannel approach to growing your list Tuesday 17th July 2012 Chair: Richard Gibson
  3. 3. Internet access:• WiFi: 15hatfields• Password: hatfields15
  4. 4. Thank you:
  5. 5. Media partner:
  6. 6. Dates for your diary!• 19th Jul – DMA Awards unplugged 09:30• 23rd Jul – Putting a price on direct marketing• + more to come
  7. 7. What does the EMC do?• White papers• Best Practice• Events• Communications
  8. 8. Interact!• DMA website for research/white papers & more!• Blog: http://dmaemailblog.com/• Infobox: http://dmaemailblog.com/newsletter/ (archive)• Twitter: @dmaemail #dmaemail• LinkedIn & Facebook groups
  9. 9. Beyond the opt-in: Email list growthin mobile, social and local worldRichard Austin, Silverpop #dmaemail
  10. 10. Beyond the Opt-inEmail List Growth in a Mobile,Social and Local WorldRichard AustineMarketing Strategy Consultant |@biggestof
  11. 11. Topics for Today• Database Growth 101• Benchmarks• Effective Tactics• What you should do now.
  12. 12. Database Growth 101Database growth shouldnot mask database churn 14
  13. 13. Database Growth 101Back your acquisition efforts with arelevant, customer focussedemail programme 15
  14. 14. 16
  15. 15. How to sessions:New tips and tactics for email list growthRichard Austin, Silverpop #dmaemail
  16. 16. SMS SMS SEO landing pages SEO landing pages SWYN SWYN QR Codes QR Codes Viral Viral Call Centre Call Centre Coupons Coupons Trade Shows Trade ShowsLead GenerationLead Generation eCommerce eCommerce check out check out Blogs Blogs Competitions Competitions Co-registration Co-registration Online Ads Online Ads (Display, PPC, (Display, PPC, Service & Service & Facebook) Facebook) Transactional Transactional Solus emails Solus emails emails emails
  17. 17. Benchmarks Benchmark = opt-in rate Source: Email Experience Council 19
  18. 18. Where do my Customers Engage with me?• Website?• Facebook? Choose the tactic• Instore? most appropriate to• Event? that engagement• App…?
  19. 19. Key Tactics
  20. 20. 22
  21. 21. 23
  22. 22. 27
  23. 23. 28
  24. 24. Respond the same day! 31
  25. 25. Summary1. A relevant, customer focussed email programme2. Where do my Customers Engage with me? 32
  26. 26. To Do• List your points of engagement• Prioritise them (top 5)• Quick & easy opt-in• Respond quickly 33
  27. 27. Any Questions?
  28. 28. Thank YouRichard Austinraustin@silverpop.com | @biggestof
  29. 29. How to sessions:Maximising your website as a touch point for growing yourlistTamara Gielen, Plan to Engage #dmaemail
  30. 30. Maximising your websiteas a touch point forgrowing your listKath PayPlan to Engage
  31. 31. About Plan to Engage• Email Marketing Strategy• Email Design & Coding• Deliverability Support• Email Vendor Selection• Conversion Optimization• Workshops & Training Courseswww.PlanToEngage.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  32. 32. Why?
  33. 33. It all comes down to ROI– doesn’t it?• Is acquiring more customers/subscribers an objective?• Have you spent budget on PPC/Viral/Banners/Em ail etc to drive traffic? ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  34. 34. When?Utilise all touch points
  35. 35. Turn a visit into a lead• Find excuses to gather contact details• Less is more – don’t scare people• Offer multiple channels• Ensure Ad & Landing Page match• Test and improve the entire subscriber journey• This is a critical process ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  36. 36. How?
  37. 37. You can always get more data laterMain aim: Get permission
  38. 38. 3 Elements to Registration• Visibility • Can people see it? • On every page?• Value • Why should they bother?• Ease • How long will it take? • Does it look painful? ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  39. 39. Can it be easily found?Visibility
  40. 40. Above the Fold & incentivised ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  41. 41. Is a Pop-up for you? ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  42. 42. Lightbox Case Study:The EmailGuide ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  43. 43. Lightbox Signup ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  44. 44. Results• Added lightbox to display after 10 seconds• Only every 7 days• Very customisable• Increase of 400% in signups• Best results was a combination of standard signup form plus lightbox ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  45. 45. What’s in it for them? Make it clear and obviousValue
  46. 46. Reciprocity• Create a “value exchange” that suits you and your prospect• People know how valuable their personal data is• It needs to be traded for ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  47. 47. Benefits are clear ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  48. 48. Leverage the Rule of 3• Historically been used in storytelling – fairytales, myths and some of our greatest stories.• A story is broken into beginning, middle and end.• Three act structure is used in screenwriting for Hollywood• 3 bullet points are better than 2 or 4 ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  49. 49. Why 3?• Humans learn from patterns• 3 is the smallest pattern which can be produced• Also been conditioned in us over the years• Think….. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  50. 50. Some obvious ones…• Father, Son & Holy Spirit• Blood, Sweat & Tears• Faith, Hope & Charity• 3 Little Pigs• 3 Wise Men• 3 Musketeers ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  51. 51. Every man has his price• Download a report,• Subscribe to a mailing• Gain access to a VIP area• Access to other people in a forum• Save time• Save money• Bribery - £5 off your order• Something for nothing• Competitions ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  52. 52. Think about data quality... ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  53. 53. Incentivisation works! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  54. 54. Could be as simple as this…. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  55. 55. Will I spend my life filling in this form?Ease
  56. 56. How long can the form be?• It depends!• Is the reward worth the effort?• Use mandatory and optional fields• Use branching for relevant questions• Lay out over several pages• Encourage people to keep going!• Test, Test, Test! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  57. 57. Only collect what is necessary©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  58. 58. Progressive Registration ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  59. 59. On the next page… ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  60. 60. Verify information on the go ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  61. 61. If it’s long.....use a barometer... ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  62. 62. Or why not use Facebook…. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  63. 63. Case Study: MarketoShort (5) Medium (7) Large (9) Conversion: 10.0%Conversion: 13.4% Conversion: 12.0% Cost per: $41.90Cost per: $31.24 Cost per: $34.94 ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  64. 64. Where do you want them to go?...and maybe a chance togather more information?Thank You !
  65. 65. Point them in the right direction ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  66. 66. Gathering more information… ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  67. 67. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  68. 68. Lots of details ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  69. 69. Make the most of this opportunityWelcome !
  70. 70. Set Expectations…. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  71. 71. Make the most of this‘Honeymoon period’ ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  72. 72. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  73. 73. Leverage the Rule of 3 ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  74. 74. 3 bullet points… ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  75. 75. How about a Welcome Programme?Day 1 of subscription ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  76. 76. Maximise this fabulous opportunityDay 3 of subscription ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  77. 77. 3 emails in 6 daysDay 5 of subscription ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  78. 78. Success is the number of people who do not take action!How good is your un-subscribe?
  79. 79. Find out why they unsubscribed ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  80. 80. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  81. 81. Incentivise to Update Profiles ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  82. 82. Testing
  83. 83. Refreshment break #dmaemail
  84. 84. Case studiesIntegrating social media in to your campaigns to grow youremail listDave Chaffey, Smartinsights #dmaemail
  85. 85. 10 Questions toreview how yougrow your listusingsocial media marketing Dr Dave Chaffey SmartInsights.com
  86. 86. • About Dave Chaffey Books Best-practice advice & consulting www.smartinsights.com
  87. 87. Q1. Where is your opt-in potential? FROM THIS TO THIS Source: Nate Elliot, Analyst at Forrester Research on “IBE”
  88. 88. Making the 3 layers work together Transaction Interaction Reach layer layer layer Example: Sneakerpedia Source Nate Elliot, Analyst at Forrester Research
  89. 89. Q2. What is your content strategy?
  90. 90. Q3. Do you have a calendar ofpowerful content/promotions to supportopt-in? Download “Building your Business with Facebook Pages”
  91. 91. Q4. Is Facebook opt-in compelling?
  92. 92. Q5. Are you using the rightengagement devices?
  93. 93. Q6. Do you have an Success factorsengaged community? According to Jas Dhaliwal Head of communities 1.Content Own + Curated 2. Community Listen to build better products and offer better service 3. Customer service Dedicated support channel – encourage to log ticket 4. Collaboration Encourage community to help others View case study
  94. 94. Example: free digitalmarketing planningtemplate
  95. 95. Q7. Are you building yourown community?
  96. 96. 106
  97. 97. Follow the MotherMonster?
  98. 98. Q8. Are you giving sustainedengagement? 1 0 8
  99. 99. Q9. Are you using social sign-onto support social CRM?
  100. 100. Source: Smart Insights - Social Sign-on/in
  101. 101. http://www.facebook.com/ford 1 1 1
  102. 102. 1 1 2Sustained onlinecampaigns
  103. 103. with Social Sign-on Ford Social Hubhttps://social.ford.com/members/sign-up/ 1 1 3
  104. 104. 114
  105. 105. 1 1 5Build in social sharinginto contact strategies Source: eCircle case study
  106. 106. Let’s Connect! Questions & discussion welcome Download: SmartInsights.com/tfma2012 • Blog • www.smartinsights.com/bloguk.linkedin.com/in/davechaffey • Feeds • www.feedburner.com/smartinsightsfacebook.com/smartinsights • Free Enewsletter • www.smartinsights.com/membershi ptwitter.com/smartinsights
  107. 107. Case studiesThe 9 strategies that grew Lucky Voice’s list size 112%Tim Watson, Zettasphere #dmaemail
  108. 108. 9 strategies that grew Lucky Voice’s list size 112% A case study from Emailvision Tim Watson, Zettasphere www.emailvision.com
  109. 109. Size is important 30% of revenue is driven from email www.emailvision.co.uk
  110. 110. Who are Lucky Voice www.emailvision.co.uk
  111. 111. Objective and Challenge Objective: double the database size in a year www.emailvision.co.uk
  112. 112. Objective and ChallengeThe Challenges‒To reach new bars customers‒Average bar group of 10 people – Lucky Voice get the booker’s emailaddress but nine people are unknown. How to reach them?‒To get as much useful data from new sign ups as possible so we can useclever segmentation in Campaign Commander www.emailvision.co.uk
  113. 113. Growth strategies9 2 www.emailvision.co.uk
  114. 114. Growth strategies – what worked!Number 1:Incentivised sign up on the website – 92% increase in sign upsCollected email,nearest bar, day andmonth of birthday –perfect for birthdaycommunications. www.emailvision.co.uk
  115. 115. Growth strategies – what worked!Number 2:Social sign up rather than registration form – 40% increase in sign ups www.emailvision.co.uk
  116. 116. Growth strategies – what worked!Number 3:Online competitions – added over 12,000 email addresses www.emailvision.co.uk
  117. 117. Growth strategies – what worked!Online competitions – prizes that our ideal bars customer would want www.emailvision.co.uk
  118. 118. Growth strategies – what worked!Online competitions-Tracked this new segment in Campaign Commander – no drop off-Welcome campaign to introduce them to the brand with offer www.emailvision.co.uk
  119. 119. Growth strategies – what worked!Number 4:Encourage booker to share details of the group – over 1,500 new contacts- Use confirmation email to encourage sharing to get discount card www.emailvision.co.uk
  120. 120. Growth strategies – whatDeliver value worked!in exchange for email address – not monetary to the customers- Build a playlist online for your bars visit www.emailvision.co.uk
  121. 121. Growth strategies – what worked!Delivering value in exchange for email address- Welcome campaign to introduce them to the brand with offer www.emailvision.co.uk
  122. 122. Growth strategies – what worked!Number 5:Partnerships – leveraging our white label to add to our bars database- Added over 15,000 email addresses based on location and age www.emailvision.co.uk
  123. 123. Growth strategies – what worked!Partnerships- Use segmentation in Campaign Commander to deliver relevance to this new group www.emailvision.co.uk
  124. 124. Growth strategies – what worked!Number 6:Facebook Welcome offer – over 1,000 email addresses added www.emailvision.co.uk
  125. 125. Growth strategies – what worked!Facebook Welcome offer – bounce back Welcome email www.emailvision.co.uk
  126. 126. Growth strategies – what worked!Number 7:Facebook voting app – over 2,500 email addresses www.emailvision.co.uk
  127. 127. Growth strategies – what worked!Facebook voting app – viral effect guaranteeing friend get friend www.emailvision.co.uk
  128. 128. Growth strategies – what worked!Number 8:Events in our bars – over 1,000 email addresses- Raffle entry in exchange for email address www.emailvision.co.uk
  129. 129. Growth strategies – what worked!Number 9:Cross-selling bars to our online database – over 5,000 addresses added- Using Campaign Commander to provide relevance to potential bars customers www.emailvision.co.uk
  130. 130. Growth strategies – what didn’t work!In bar promotions to get email addresses- Shots offered, console at Reception – poor address quality and low take up www.emailvision.co.uk
  131. 131. Growth strategies – what didn’t work!Post-visit survey- Looking at the incentive on this – possible charity donation from us www.emailvision.co.uk
  132. 132. Results 47,688 to 101,178 = 112% increaseThe best thing is the quality and engagement of the list has remainedidentical to 2010 – size is important but only if linked to quality! www.emailvision.co.uk
  133. 133. Results – Where did theycome from? www.emailvision.co.uk
  134. 134. ResultsAverage open rate from new subscribers: 19%Average click through rate from new subscribers: 3%Average open rate across all subscribers: 16%Average click through across all subscribers: 2% www.emailvision.co.uk
  135. 135. What Lucky Voice learnt- Pre-event collection works better than post-event- Essential to collect useful data alongside email address – location and birthday- Choose incentives carefully for the right audience (including prizes)- Leverage partnerships and other data more effectively www.emailvision.co.uk
  136. 136. What next1. Social sign-in and notifications2. Playlist building3. Online booking4. Looking at how social and email can work togetherSocial as first touch point, build brand awareness, first step to email whichdrives revenue. www.emailvision.co.uk
  137. 137. Questions Let’s Connect – Tim Watson Twitter @tawatson LinkedIn http://uk.linkedin.com/in/tawatson www.emailvision.co.uk
  138. 138. Q&A SessionRichard Austin, SilverpopKath Pay, Plan to EngageTim Watson, ZettasphereDave Chaffey, Smartinsights #dmaemail
  139. 139. Closing remarksRichard Gibson, Return path #dmaemail

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