Got database email list acquisition techniques

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Some of you in the business, would say its easier to find a good spouse than a good email list. Sometimes, I agree. A good database is key to a successful email marketing programme. The problem is, how do you get this email list? Build, Rent, Buy?

This presentation covers some must-do campaign directives for sourcing good email lists.

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Got database email list acquisition techniques

  1. 1. Got Database? Email List Acquisition Naresh Bhagtani Talk about this webinar #juvlon
  2. 2. Naresh Bhagtani Managing Director Niche Software Chief product architect of Juvlon email marketing Clients across the world Consulting since 8 years on email marketing naresh.bhagtani@nichelive.com Presenter
  3. 3. Coming up... ● Email universe in India ● Organic acquisition of email ● Inorganic acquisition ● Questions
  4. 4. Email Universe in India
  5. 5. Poll 1 According to you what is the email universe in India ● 100 million ● 150 million ● 200 million ● 250 million ● 300 million
  6. 6. Email Universe in India ● Internet user base of about 243 million Internet users as of June 2014 (IAMAI, IMRB 2014) ● 80% use Internet for Email ● Internet user base is growing at 25% yoy ● Equivalent growth of email universe
  7. 7. Emails in India – Domain wise Gmail and Yahoo addresses account for more than 75% of the Indian email universe Gmail has majority share of Indian Market (Juvlon's own study, being conservative)
  8. 8. Creating/Growing your own lists
  9. 9. Did you know... ● Fact: your email list degrades by 25% every year ● Email list growth needs to be a regular and consistent activity You want to grow your list... But what do you want to give?
  10. 10. What's the benefit to your subscriber Promotions? Make sure a potential subscriber has a good reason to subscribe. ● Newsletters ● Educational, informative ● Rewarding ● Preferably long-term
  11. 11. Growing your list organically
  12. 12. Ways to grow your list organically ● Sign-up form on your own website (opt-in) ● Email your business contacts (opt-in required) ● Include a sign-up link in your newsletter ● Forward and social links in your newsletter ● Let others reprint your newsletters or content ● Include a sign-up on transactional email ● Sign-up form on your facebook page ● Traditional communication, brick-and-mortar
  13. 13. Growing your list inorganically
  14. 14. Grow your list INORGANICALLY DO NOT EVER, EVER BUY LISTSDO NOT EVER, EVER BUY LISTS ● Renting Lists, think List brokers ● Partner with other lists owners, kind-for-kind ● Google Adwords ● Go for traditional advertising ● Sponsor conferences, webinars
  15. 15. Poll Have you ever rented 3PLs? ● I've used 3PLs and have had success ● I wasn't happy with 3PL campaign performance ● I've never used 3PLs, but I'd like to try ● 3PLs are not for us
  16. 16. Third-party Lists 3PLs 3PLs can be of varying permissions levels3PLs can be of varying permissions levels ● Permission-based lists perform well – Association members, publication subscribers – Good, consistent relationship with the list owner ● Aggregated or compiled lists – Loose or no relationship with list owner – Extracted from directories, websites or one-time interactions
  17. 17. Marketing to 3PLs Sponsored sendingSponsored sending ● From name of the list owner, existing relationship ● Co-brand the email body with their logo also ● Better open and response rates ● Applicable to permission-based lists
  18. 18. Marketing to 3PLs We did this for more registrations For better Return of Investment
  19. 19. Choosing the right 3PLs List BrokersList Brokers ● Market multiple third-party lists ● Work on target audience matching ● Are able to provide a good mix of lists ● Can optimize your spends
  20. 20. Choosing the right 3PLs Don't just choose one listDon't just choose one list ● Define your target audience ● Use a list broker ● Choose atleast 3 lists ● Test market to a slice of the lists ● Pick the best reponding list
  21. 21. But what's the objective of all this Get your own subscribers, Grow your ownGet your own subscribers, Grow your own subscription listsubscription list ● People from 3PLs will come to your website ● From sign-up links will come to your website ● From your signature will come to your website ● From your facebook, twitter feeds... Bottomline, what are you doing with your website?Bottomline, what are you doing with your website?
  22. 22. Your website & sign-up is KEY
  23. 23. Your website sign-up is KEY ● Make your sign-up ubiquitous and easily visible ● KISS (Keep It Simple and Short!)
  24. 24. Boost-up your Sign-up ● Provide the benefit at sign-up ● Create a mind-blowing Squeeze page
  25. 25. Boost-up your Sign-up Auto-fill, making it super convenient Try this to improve form sign-ups http://maxblogpress.com (WordPress Plugin)
  26. 26. Boost-up your Sign-up ● Create an archive of newsletters ● Have this archive available on your landing page ● Have testimonials on your landing page ● Don't forget your privacy policy
  27. 27. What have we learnt ● Your email list degrades by 25% every year ● Grow your list both organically and inorganically ● Either way, your website sign-up is KEY
  28. 28. Questions Naresh Bhagtani Managing Director Niche Software naresh.bhagtani@nichelive.com See you at our next event Sign-up for great email marketing content at www.juvlon.com
  29. 29. Got Database? Email List Acquisition Naresh Bhagtani Talk about this webinar #juvlon
  30. 30. Naresh Bhagtani Managing Director Niche Software Chief product architect of Juvlon email marketing Clients across the world Consulting since 8 years on email marketing naresh.bhagtani@nichelive.com Presenter That's me. Naresh Bhagtani. I head the company Niche Software which has created the email marketing product Juvlon. I have contributed to the development of Juvlon since the last 6 years And I've been consulting on email marketing since more than 8 now. As an email marketing service provider, I can't tell you the number times we've been approached for email databases. Database hain kya? The webinar is not about buying email lists. Its not about extracting lists from websites and its not about showing you ways to create email addresses using programs. Awww... do I hear people say awww... that's not fair. I'll have to disappoint you if thats your expectation.
  31. 31. Coming up... ● Email universe in India ● Organic acquisition of email ● Inorganic acquisition ● Questions So what is this session about really about. It is really about the existing landscape of Emails in India. Bet nobody has told you just how many resident Indians can you possibly have on your list. Then, we'll cover organic and inorganic methods of list acquisition. Questions? Put them down in the chat window and I'll be happy to cover these at the end of this session.
  32. 32. Email Universe in India
  33. 33. Poll 1 According to you what is the email universe in India ● 100 million ● 150 million ● 200 million ● 250 million ● 300 million According to you what is the overall number of email users in India? Your choices are 100, 150, 200, 250, and 300 million. Remember we are a population of 1.3 billion people at the least. 10 secs more and we'll post the results.
  34. 34. Email Universe in India ● Internet user base of about 243 million Internet users as of June 2014 (IAMAI, IMRB 2014) ● 80% use Internet for Email ● Internet user base is growing at 25% yoy ● Equivalent growth of email universe So, ever thought how many email addresses are there in India. The Internet userbase in India can give us a good idea. Accoding to IAMAI & IMRB's study released in Jan 2014, we should be at 243 million Internet users as of June 2014 in India. That's more than 18% of the population. And 80% of these users, use the Internet for Email. So that puts our Indian Email Universe at about 200 million or 20 crores, give or take a couple of million. And this number is growing, more than 25% year on year, conservatively speaking.
  35. 35. Emails in India – Domain wise Gmail and Yahoo addresses account for more than 75% of the Indian email universe Gmail has majority share of Indian Market (Juvlon's own study, being conservative) Gmail and Yahoo together constitute more than 70% of the Indian email addresses. This is out of own survey of email traffic through millions of bytes of data from our network. Gmail by it own claim, claims to have a majority share of 62% of the Indian email market. Of course, this is all the consumer database in India. So now you have an idea about the total email universe in India, you can do some calculation on what percentage of this universe makes up your own lists. These numbers also show you the potential upside there is to grow your lists.
  36. 36. Creating/Growing your own lists Now, lets get to the topic at hand. Email List Acquisition. Did you know...
  37. 37. Did you know... ● Fact: your email list degrades by 25% every year ● Email list growth needs to be a regular and consistent activity You want to grow your list... But what do you want to give? That your email list degrades by 25% every year. That will happen no matter how great of a marketing programme you run. Call it fatigue, disinterest, unsubscriptions, abandoned emails etc. That makes list growth a continuous activity. It needs to be consistent as well. You want a list and you want grow the list. You need to take a step back. What do you want to give to those people who you want to be a part of the list.
  38. 38. What's the benefit to your subscriber Promotions? Make sure a potential subscriber has a good reason to subscribe. ● Newsletters ● Educational, informative ● Rewarding ● Preferably long-term You cannot keep shoving promotions at them. How does that add value to them? If that's what you are currently doing, then your list gradration will be much more than 25% a year. You need to give them something that can be of some value to them. This value is usually educational in nature, informative content, whitepapers, reports, tips on best practices. We have a customer who sells printer cartridges through their website. They have a small but involved database. The subscribers are involved because the customer educates them on the best way to use printer cartridges, for a longer life, the settings one should have for the printer, the kind of printer one should have based on print volume etc. Content is KING
  39. 39. Growing your list organically By organic, I mean growing your list step-by-step within your own resources through referrals, social media networking, spreading your content etc. Let me give you some examples.
  40. 40. Ways to grow your list organically ● Sign-up form on your own website (opt-in) ● Email your business contacts (opt-in required) ● Include a sign-up link in your newsletter ● Forward and social links in your newsletter ● Let others reprint your newsletters or content ● Include a sign-up on transactional email ● Sign-up form on your facebook page ● Traditional communication, brick-and-mortar
  41. 41. Growing your list inorganically Now here's the topic that I believe you're more interested in. How do I acquire a large chunk of emails in a jiffy? Its what I call inorganic growth.
  42. 42. Grow your list INORGANICALLY DO NOT EVER, EVER BUY LISTSDO NOT EVER, EVER BUY LISTS ● Renting Lists, think List brokers ● Partner with other lists owners, kind-for-kind ● Google Adwords ● Go for traditional advertising ● Sponsor conferences, webinars And if you're thinking of buying lists or have been buying lists, please forget about it. Buying lists is not going to lead you anywhere. Well actually it will lead you to being blacklisted. Sending unsolicited mail in India may be not illegal in India but it is elsewhere in many countries. And just because the governing body TRAI has no rules about email communication for 200 million users, it doesn't mean we get to abuse the medium. Anyway, some of the right ways to grow your list organically are listed here. I'm going to cover Renting Lists in detail compared to the others. So I'll come to that in a few moments. Partnering with other list owners otherwise called barter. They don't exchange data but they run promotions on each other's lists. This usually happens between subsidiaries of a parent company. Gogle Adwords may sound uncoventional for list building but it is a regular way to promote products or services. Ever thought of using Google Adwords to promote your content so that interested people sign-up to receive your content? Traditional advertising, if you have the money... why not? I remember watching TV commercials from BBC and even CNBC TV18 for viewers to sign-up for their newsletters. Now you see companies like flipkart, expedia etc asking you to download their mobile app. First thing they get after you download their app, is your email, without which you cannot use their app. Sponsoring webinars like these is definitely a cost effective way to get a good targeted list. Conferences are more expensive. Let me now get to the topic of Renting Third Party Lists. Simply put, Third Party Lists or 3PLs are lists that are owned by entities other than yourself. Renting 3PLs means that you get to send your promotions on these ilsts owned by others
  43. 43. Poll Have you ever rented 3PLs? ● I've used 3PLs and have had success ● I wasn't happy with 3PL campaign performance ● I've never used 3PLs, but I'd like to try ● 3PLs are not for us So let me ask you, have you ever rented Third Party Lists and what's your experience been like? I've used 3PLs and have had success I wasn't happy with 3PL campaign performance I've never used 3PLs, but I'd like to try 3PLs are not for us This is interesting.
  44. 44. Third-party Lists 3PLs 3PLs can be of varying permissions levels3PLs can be of varying permissions levels ● Permission-based lists perform well – Association members, publication subscribers – Good, consistent relationship with the list owner ● Aggregated or compiled lists – Loose or no relationship with list owner – Extracted from directories, websites or one-time interactions Before I tell you how to make the most of Third Party Lists, you need to know a little bit about the general quality of Third Party Lists. There are those which are highly permission based which have been nurtured well. So you can expect good response ratios. Normally, these lists are communicated with good quality content on a regular. They are fed with a good balance editorial and advertising content. You can expect publications, associations and good content creators have such lists. On the other hand, there are lists where the list owners have no real relationship with the subscribers. These have been collected over time without any specific permission and have been regularly fed with advertising content. The list owner does not really provide any valuable content to this list. The response ratios you can expect will be low in this case. Accordingly you budgets will vary too. Permission based lists will be more expensive but in my opinion will be more cost effective than aggregated ones in terms of Return of Investment.
  45. 45. Marketing to 3PLs Sponsored sendingSponsored sending ● From name of the list owner, existing relationship ● Co-brand the email body with their logo also ● Better open and response rates ● Applicable to permission-based lists Lets talk about how to market to Third Party Lists, particularly to the good Permission based lists. And I'm talking about best practices here – what you as an advertiser should be doing to extract the most of your promotions on Third Party Lists. Make sure the email campaign is goes out with the List Owners from name. That's right you heard me right. The from should not be your brand name. This is an alien list for you and vice-versa you are an alien for subscribers of this list. The list owner has an existing relationship with the subscribers. You need to capitalize on this relationship. Remember recipients first see who the mail is from and then the subject line. Use your brand name in the subject line instead. And if you have the option, include the logo of the list owner in the body of the email. Many subscribers believe their email address is willingly distributed by list owners. Co-branding your mail with the list owner's logo shows you as a partner and not an advertiser. This creates better trust with the subscribers of the list. I have seen these best practices in play.
  46. 46. Marketing to 3PLs We did this for more registrations For better Return of Investment For example we promoted this webinar on Trade briefs who have permission based lists. Although, we couldn't partner with Tradebriefs for this webinar, we made sure the from name appeared to be Tradebriefs and not Juvlon. Lets not forget, the objective of pouring in your valuable money into Third Part Lists is for a return of investment. And our return was registrations for this webinar. Some of you do see this working.
  47. 47. Choosing the right 3PLs List BrokersList Brokers ● Market multiple third-party lists ● Work on target audience matching ● Are able to provide a good mix of lists ● Can optimize your spends Have you heard of list brokers? This is not such mature concept in India but there are a few players in this. List brokers are agencies that market different Third Party Lists. List brokers are in a position to provide you a good choice of lists, so you can target your audience better. You can get third party lists based on geography or age or both. Instead of approaching different list owners and keeping tabs of their lists, a list broker serves as a one-stop shop for third party lists. Juvlon has started this service called PrimeNetwork where we provide high quality permission-based thirty party lists for renting.
  48. 48. Choosing the right 3PLs Don't just choose one listDon't just choose one list ● Define your target audience ● Use a list broker ● Choose atleast 3 lists ● Test market to a slice of the lists ● Pick the best reponding list Another good thing about list brokers is that you can try different lists even before you run your campaign, like a sampling before you buy the whole chunk of cheese. Try small sections of 3 different lists. See which list works out for you and send your campaign your campaign to the larger section of that list.
  49. 49. But what's the objective of all this Get your own subscribers, Grow your ownGet your own subscribers, Grow your own subscription listsubscription list ● People from 3PLs will come to your website ● From sign-up links will come to your website ● From your signature will come to your website ● From your facebook, twitter feeds... Bottomline, what are you doing with your website?Bottomline, what are you doing with your website? Now, let me ask you what's the objective of all this effort. What you really want is to grow your list right, in the hope that sooner or later they will become your customers. What you really want it is to get your own list of subscribers. Whether you try organic or inorganic methods, these new potential people will come to your website or a landing page on your website. So my question to you is, are you making the most of the opportunity when these new people come to your website? Your goal is to convert this traffic in your subscribers.
  50. 50. Your website & sign-up is KEY With this objective your website and sign-up is very critical. In this last section of this webinar, let me show you some good examples on how others are trying to get their potential audiences to register.
  51. 51. Your website sign-up is KEY ● Make your sign-up ubiquitous and easily visible ● KISS (Keep It Simple and Short!)
  52. 52. Boost-up your Sign-up ● Provide the benefit at sign-up ● Create a mind-blowing Squeeze page So what have we learnt in the last 30-odd minutes.
  53. 53. Boost-up your Sign-up Auto-fill, making it super convenient Try this to improve form sign-ups http://maxblogpress.com (WordPress Plugin)
  54. 54. Boost-up your Sign-up ● Create an archive of newsletters ● Have this archive available on your landing page ● Have testimonials on your landing page ● Don't forget your privacy policy
  55. 55. What have we learnt ● Your email list degrades by 25% every year ● Grow your list both organically and inorganically ● Either way, your website sign-up is KEY So what have we learnt in the last 15-odd minutes.
  56. 56. Questions Naresh Bhagtani Managing Director Niche Software naresh.bhagtani@nichelive.com See you at our next event Sign-up for great email marketing content at www.juvlon.com Once again, thank you for attending. I'm Naresh Bhagtani signing off now and hope to see you at our next event.

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