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.

1. Got Database? Email List Acquisition
Naresh Bhagtani
Talk about this webinar #juvlon

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. Coming up...
● Email universe in India
● Organic acquisition of email
● Inorganic acquisition
● Questions

4. Email Universe in India

5. Poll 1
According to you what is the email universe in
India
● 100 million
● 150 million
● 200 million
● 250 million
● 300 million

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. 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. Creating/Growing your own lists

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. 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. Growing your list organically

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. Growing your list inorganically

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. 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. 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. 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. Marketing to 3PLs
We did this for more registrations
For better Return of Investment

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. 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. 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. Your website & sign-up is KEY

23. Your website sign-up is KEY
● Make your sign-up ubiquitous and easily visible
● KISS (Keep It Simple and Short!)

24. Boost-up your Sign-up
● Provide the benefit at sign-up
● Create a mind-blowing Squeeze page

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. 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. 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. 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. Got Database? Email List Acquisition
Naresh Bhagtani
Talk about this webinar #juvlon

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. 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. Email Universe in India

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. 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. 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. Creating/Growing your own lists
Now, lets get to the topic at hand. Email List
Acquisition. Did you know...

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Your website sign-up is KEY
● Make your sign-up ubiquitous and easily visible
● KISS (Keep It Simple and Short!)

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. Boost-up your Sign-up
Auto-fill, making it super convenient
Try this to improve form sign-ups
http://maxblogpress.com (WordPress Plugin)

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. 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. 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.