How to improve the value of your email list
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  • branding
  • We pack these webinars, so you are in for a busy 60 minutes. First we will give you a brief overview of our research process and share the current state of email communications.So lets get started. 
  • Let’s start with a benchmark. We found that the majority of companies list are growing. It was reassuring for me to see that 57% of the brands are growing slowly. This hopefully means most brands today understand that a large list is not as important as a quality list of subscribers. In this section we will focus on building and maintaining a quality list of email subscribers, never forgetting these subscribers are people not data points. For many consumers the release of an email address is the first step in starting a long term relationship.
  • If you are feeling good about your list growth, you may want to look a little deeper. KennethKomenda asked “What percent of your email list becomes invalid every year?”Well, the Email Experience Council reports that each year corporations lose 1/3 of their email addresses. It is vital to focus on building your list to keep your program running.
  • If your organization wants to have as many list members as they did in 2011, how many new subscribers will it have to add to their list in 2012 to counteract the list members who unsubscribed in 2011?
  • 5/15 editThe rules of the game have changed. Today it is not enough to have permission to send an email (that should be a given) and provide content on a subject the subscriber is interested in. You see ISPs are now filtering emails based on engagement. It is the individual user’s response to emails that are being measured to influence the placement in the inbox. Companies that broadcast the same email to every customer on their list and hope enough respond to meet their sales goals are in trouble. However, for those marketers that have harvested in-depth preference data on their subscribers and have high-value content to match their needs, this evolution is an opportunity to separate from the pack.
  • Ok the first step is to make sure your email reaches the recipients inbox. You may be surprised that not all email reaches a person’s inbox. ReturnPath found that 20% of email goes undelivered in North America. 4% is classified as junk and 16% just goes missing.  How does this happen? Well it’s not like the post office with return to sender. The good news is there are third-party vendors out there can provide you with Inbox Placement RateMicrosoft asserts that “75% of email identified as spam by our customers actually turns out to be unwanted graymail that they receive as a result of having signed up on a legitimate website.”
  • - ADAM SUTTON - http://www.istockphoto.com/stock-photo-5070720-blank-chalkboard.php?st=c13acd1
  • There are 3 cornerstones for attracting and maintaining quality list of subscribers
  • As we all know, marketers today do not have tight control of their brand, it lives and breathes with consumers in their interactions on channels of their choice. What marketers can do is be selective in who they empower to become evangelists. Email commonly carries a company’s best offer, so keep it exclusive. Strive to have a conversations only with people who you can have a mutually beneficial relationship. You are collaborating with them to build a vibrant tribe, loyal to the success of your brand. Be selective in who you empower to become brand evangelistsEmail is only for people who want your messages
  • To engage your audience, the content you send must be relevant to what is going on in the subscribers work or personal life. It must meet their needs and address their challenges. Relevancy can be defined as sending the right message, to the right person at the right time.
  • On the other side of the value exchange, you want to offer your subscribers something they cannot get anywhere else. Anybody can put water in a bottle or send a 20% coupon every Thursday. What can your company offer that is different? Can you offer a blue bubble gum flavor or assist the shopper with helpful recommendations? Think about how your brand’s personality or expertise can be a differentiator in a cluttered email inbox.
  • Let’s remember to have a piece of humble pie before we create and email program. As marketers, sometimes our egos lead us to become out of touch with the reality of a situation. We start thinking we know what the customer "really" wants before they tell us their needs. There isn’t anything more important than keeping the promise to deliver exactly what the subscriber requested and nothing more. At the core of communication is a value exchange. The majority of email messages should contain valuable information in the form of reports, entertaining videos and insightful stories, not endless self-promotion.
  • No matter how healthy your list and how relevant your communications are, there is a constant need to add new subscribers. A vibrant and targeted email database can be one of your company’s biggest assets. The network of names enables you to have conversations with your core audience at critical moments for your business from new product announcements to crisis communications. When it comes to a new customer, ask all the time. Ask with on your email signature, your business card, your sales collateral, and your products. Just do it! The more creative and to the point, the better.As you review your company customer touch points, you probably have several both online and offline interaction points where you could ask for an email address. BlogsA well-written, frequently updated blog can attract significant amounts of inbound traffic. Search engine optimization and social sharing cause potential subscribers to first landing on your blog pages instead of your homepage. Make sure you have a way to capture email addresses from blog visitors who might click through to other sections of your website. Placing an opt-in registration link on every page of your blog will ensure the visitor sees the offer no matter which post they choose to read. In-store promotionsA cost-effective way to garner new subscribers is to ask them to opt-in while they visit your retail store, restaurant, hotel, stadium, or satellite office. There is a wide variety of promotions to put into service. These can range from promotions at the cash register; fulfillment inserts, postcards, ballot boxes to wall, window and floor advertising. We have even heard public address announcements and seen in-store television messages.
  • Case study -how Paper Hat Press used mobile app advertising - building an initial customer base from a very specific market segment with opt-in sign-ups.Paper hat publishing – fledgling company –personalized children’s books. As a young company, paper hat’s top priority top was building its initial customer baseBecause they sells an interesting, very specialized product, paper hat needed to think about where it was going to find its customers This case study will walk you through the 4-step process they went through to ultimately quadruple their email database using both the email and, ultimately, mobile channels.
  • Paper hat publishing makes personalized childrens books - Because each book is made on demand and personalized for each child, selling through retail locations was not an easy, or ideal, solution. Early on the company determined direct-to-consumer was going to be the focus of its marketing efforts.Determine target market - Decided on a pretty niche target – mothers, who they were buying presents for their children. 2) Once ID’d their target clients –need to select a channel to communicate with these mothers? As they grew, Paper Hat Press began marketing across a variety of channels -- trade shows, PR, email and social media -- and through these efforts learned that its customers could also be found via mobile marketing.They decided mobile could work for them – began to explore reaching out to the mothers that have access to these sort of mobile platforms.The immediate nature of mobile helped Paper Hat nurture its relationships. Mothers don’t have a lot of time, so reaching out to their niche using a tool that is in a mom’s pocket was a smart strategy.Also attractive: because the channel is interactive, the company could actually use mobile platforms to complete sales.
  • Paper Hat Press found repeat customers were the most valued target segment.For the mothers they had already sourced as customers –typically, customers would buy one book for their own child - but then would decide to buy another personalized for a sister or brother's child, or neighbor’s party, etc. The benefit of having a great product.With this knowledge, important marketing goal became cultivating a relationship with its target market to go beyond a one-time transaction.To do so meant having access to their email addresses for a database and knowledge about where and how these customers were opting-in to the relationship.The existing buying process facilitated this relationships – building - It was already was interactiveIn order to get a personalized book, customers have already provided Paper Hat with information on each customer, including :The name of the childfavorite foodfavorite toy,Other similar personal detailsA lot more information than you would get from a typical productFinally, the company planned to develop new products – so creating and maintaining relationships with customers it had already won is a valuable strategy.So, how did they go about getting the opt-in?
  • Once Paper Hat decided on their Mobile strategy – they had to decide HOW to use mobile There are a number of ways to reach potential customers using the mobile channel. create an app and drive traffic to that app for customer interaction. third-party in-app advertising, such as banner and interstitial ads.Paper Hat Press wanted to do more than grab traffic through its own app or traditional third-party in-app mobile ads.They settled on another in-app advertising platform, mobile sign-up ads. Unlike in-app banner or interstitial ads, sign-up ads wouldn't take the mobile user away from the third-party app:Distinct from mobile sign-up ads or mobile clickthroughads, this entire process does not take the mobile user away, to a separate landing pages or other online propery.When a mobile user launches a third-party app, Before the app fully launches, the user is presented a screen to sign up for relevant lists. While do see a sign up page, This opt-in process is less invasive - users aren't required to completely leave their chosen app Additionally -- Whether or not any lists are signed-up for, the app launches as normalUsing these ads, Paper Hat Press engaged with its mobile audience and collect contact information in a very transparent opt-in mannerSo – how does it work?
  • When someone loads a mobile app.,They are routed to a screen with 3 ads called, "Deals and Offers from our Partners”In Paper Hat Press's case, the ad opened with, "Create a custom book for your child," with body text including the discount offer.If the mobile user chose the Paper Hat Press ad, a sign-up page launched:First nameLast nameEmail addressZIP codeIncluded : clearly marked opt-in "complete" call-to-action button, and a "No Thanks“ optionOnce the submission was finished:the mobile user went on to their app,Paper Hat Press got the contact information the prospect was sent an auto-response with a code to claim the discount. Paper Hat liked the entire process because a potential customer has clearly opted-in to the offer in the ad, and it’s extremely targetedAccording to the project lead : "When they have this kind of an opt-in, there is a high probability that the person is a parent of a child or know somebody that they would like to buy such a book for."
  • Once they have a strategy, Paper hat then designed an ad and determined which channels to target: For the ad, offered a discount in the mobile ads ranging from 10 to 20% off a book order to help boost user sign-ups.For ad placement, they initially cast a very wide net - Because the target audience was potentially found in every third-party mobile app category, they began with a wide range of ad placement across the entire spectrum of apps, including entertainment, games, health and more.Optimized from there -Although the initial ad placement went to a full range of mobile apps, the campaign was continually optimized based on response rates from the targeted segment. Over time they began specifically allocating their mobile ads to appear on the best-performing mobile app categories.
  • Going into this mobile advertising effort, Paper Hat Press had three main goals: keep costs downreach its desired market segment,increase its email database to begin creating relationships with that market segment.The company was able to control costs by only paying for qualified, new sign-ups. And it was pleased with the very transparent 100% opt-in aspect of the sign-up process.The effort resulted in a quadrupled email database, reaching 13,597 members. Paper Hat Press was also able to learn more about the mobile app usage of its target segment of mothers: For example, News and entertainment 35%Health and fitness 19%Games – 19%Lifestyle 2%Travel 0.34Although Paper Hat Press doesn't have its own app, it’s not only building its email database through mobile marketing, the company is also beginning to sell its product through the mobile channel.
  • Take you through an exercise- to look at your firms opt-in tactics.
  • - ADAM SUTTON - http://www.istockphoto.com/stock-photo-5070720-blank-chalkboard.php?st=c13acd1
  • Registration pages are limiting. Most likely you ask very few questions, as the fewer questions the higher registration rates. However a robust preference center can help you mine for specific data. Here is a great example of a preference list.First look how it sets expectations. The page gives newsletter options, calling out the frequency sent and even a preview of the newsletter.Secondly, the page gives alternative We discussed earlier how relevancy was a key factor in effective email messages. Marketers can tailor messages to reflect external relevance factors such as the weather, events, and seasonal discounts on their own. What they need help with is identifying an individual’s internal relevance motivations. These may include personal interests, demographics, shopping habits and chosen communication channels. Your preference center can mine for specific product categories and message types (example: special offers vs. product education.) Proceed cautiously. Only ask for information you are going to use. Not acting on cultivated personal information will quickly be viewed as disingenuous behavior and hurt your brands reputation.Frequently asking your email members to update their preference will benefit your long-term relationship. A subscriber is not the same person they were when they originally signed up for your newsletter. They may have changed jobs, developed new tastes or even had a baby. Most importantly, you want to keep track of your customer’s current email address. Millions of people change their email addresses each month due to various life events. They may have graduated from school, signed up for a new cable service or changed webmail providers. KristinFitzpatrick *Which of the insights/best practices discussed today are especially relevant to non-profits?
  • Opt-downIn your preference center give customers more options to "opt down" rather than "opting out" The opt-down can include reducing frequency, changing offers types and subject matter topics. Include links to update "follows" and "like" status as your customers may prefer communicating on social media sites like Facebook, LinkedIn or Twitter. The goal is to have conversations on their terms, not yours. Pause subscriptionThe option for a pause in subscription allows the recipient to set the date the email delivery will stop and start up again. This can be set for a week or a month, which is perfect for times when your subscriber goes on vacation or has a big project due over the next few months and wants to keep a clean inbox. Both parties win, the email recipient can better manage their inbox and the sender keeps them on their list. By not sending to an unresponsive subscriber, there is no harm done to the sender’s deliverability reputation and success metrics.As you can see, your preference center does a lot of the heavy lifting, allowing you to accurately send and segment your contact list. It can also be used to up-sell subscribers and make them aware of additional newsletters, communication options and services you provide. Displaying social media "follow me" buttons and links to your blogs will help expand your digital footprint.
  • This may sound strange in relation to list building, but we are seeking quality, not quantity. Invite people to unsubscribe often. Remember, an opt-out does not hurt your deliverability reputation, but a complaint will. SteveDelgadoasked “How to you convince clients that unsubscribers are not the end of the world?”Don’t hide your unsubscribe link. eROI, an interactive and email marketing agency, takes the idea of relationship building literally in their communications. In this example, they add their edgy personality while quickly seeking a decision. Notice the unsubscribe button is not only at the bottom of the page, but also prominently displayed in the upper right hand corner giving the recipient the option to "break up." Today’s consumers read emails very quickly and will take the path of least resistance when choosing to unsubscribe. Many email recipients (we reported 47 percent in our 2010 Email Marketing Benchmark Report) end up clicking the spam button in their email client rather than looking for the unsubscribe link. Unfortunately, clicking the spam button registers as a complaint against your company and hurts your sending reputation with ISPs. Make your unsubscribe process just as easy as clicking the spam button. A lengthy opt-out process in which an email subscriber must walk through a multi-step process or enter an email address will only frustrate and make it more likely he or she will file a complaint. Like with every break up you will want to know why it ended. Giving unsubscribers the option to share their reasons will give you insight on ways to improve your communications. This should never be a requirement to opt-out. Although providing a quick drop down menu of popular reasons and a comment box to explain further is a nice feature.SteveDelgadoasked “How to you convince clients that unsubscribers are not the end of the world?”
  • Now MaryBethOmness asked what metrics typically constitute a non-responder that either needs to be re-engaged or removed? (typical # of unopened e-mails in B2B space)SherrieArmourWhat rules commonly used to define email addresses/prospects that should be cleansed from current listMagdalenaRozmyslowskaUNITED KINGDOMHow often would you run reactivation campaign? Would you stop sending newsletter at some point? Would you ever delete non engaged customers from database?BikashSingh asked for a re-engagement case study…
  • Cast study on how cutting your list – in the case, 95%, intially, and focusing on a robust content marketing strategy, can ultimately double sales. Company - Indianapolis Symphony Orchestra - who, as the name suggests, put on classical music concerts. Marketing strategy focused on the email channel – but that was where the “strategy’ ended – Adopting what they called a “Spray and Pray” approach - reaching all contacts with the same emails and managing sends without a schedule. So, while they had a list of tens of thousands of subscribers, they had Very low response ratesLike many firms, they had a marketing databases can be neglected for years. Email subscribers received barely relevant emails at seemingly random intervals, and inevitably, performance suffered. Not only did they have very low response rates in relative terms, they were uncertain about the emails’ receptions. In 2008, the Sympony Orchestra took on the challenge – decided to reduce their large list of poor-performing email contacts, re-engage the list and revamp its email marketing. Here is their 5-step strategy.
  • The chronically low metrics undermined tests on subject lines, copy and calls to action. The team needed a new baseline to build from.So, they began a re-engagement effort coupled with a new email marketing strategy focused on delivering relevant content.They asked every subscriber in the database to declare they wanted to continue receiving emails from the Orchestra and specify the type of content they wanted. Those who did not reply were removed from the database. Newsletters would have similar templates with unique content and subject lines (see creative samples below). The team set a schedule to send newsletters every two weeks. Establishing these segments and setting a schedule ensured that subscribers would receive content they wanted on a regular, predictable basis, which the team hoped would keep subscribers more engaged.
  • The team wanted to send an email to all subscribers asking them to opt-in to receive one of the new newsletters. Breaking the process into three phases, Newman felt, would be a good strategy. First mailed were database's most active subscribers -- those who had opted-in, contacted or purchased within the last year. The team sent an email which included an offer of a free ticket to a performance. It also included:o Subject line: "Email never sounded so good with SymphonEmail! Confirm Now!o Mention that the newsletter has been redesigned o List of newsletter benefitso "Yes" and "no" buttons for recipient to indicate preferenceThose who clicked "no" were automatically removed from the team's database. Those who clicked "yes" were brought to an account preferences page which listed the seven available newsletters they could subscribe to (see creative samples below).After subscribers opted back in, they immediately started to receive the new biweekly newsletter.
  • The team planned to send the re-engagement email twice more to reach the remainder of its database.The second send targeted a portion of subscribers who had not yet received the re-engagement email, as well as those who did not respond to the first. It went out approximately six months after the initial email.The third and final send targeted the remaining subscribers who had not received the re-engagement email, as well as those subscribers who had not responded to the first or second sends. It went out approximately six months after the second email. Using this process, the team sent subscribers three emails over the course of 18 months. Those who did not respond were removed from the team's database. - Warning: Database size drastically cutThis strategy cut approximately 95.9% of the team's database -- an enormous cut for any email marketer. Newman was concerned, but he and his team knew they were starting from a solid foundation."The reward was we were now getting people who really wanted to get emails from us. These are engaged people," he says.
  • Online sales : Customers buying tickets online are asked for their email addresses and whether they'd like to subscribe to one of the newsletters.Ticket giveaways: The team regularly holds contests at festivals and outdoor concerts it participates in. Contestants are asked to fill out an entry slip with their name, contact information and email address. Winners are often announced via email. After the contest, the team will then send an engagement email to contestants, similar to the one described above, which encourages them to subscribe to one of the newsletters.Phone calls: The team uses the phone to build its email list in two ways. First, callers into the box office are often asked if they would like to provide an email address, and subsequently, if they would like to sign up to receive a newsletter. The team stuck to the promise it made to subscribers. It delivered targeted content on a consistent, biweekly basis. The additional value the team brought helped the list grow naturally through referrals. They also helped boost subscribers with the following tactics:- Online salesCustomers buying tickets online are asked for their email addresses and whether they'd like to subscribe to one of the newsletters.- Ticket giveawaysThe team regularly holds contests at festivals and outdoor concerts it participates in. Contestants are asked to fill out an entry slip with their name, contact information and email address. Winners are often announced via email. After the contest, the team will then send an engagement email to contestants, similar to the one described above, which encourages them to subscribe to one of the newsletters.- Phone callsThe team uses the phone to build its email list in two ways. First, callers into the box office are often asked if they would like to provide an email address, and subsequently, if they would like to sign up to receive a newsletter. Second, the team also has out-bound callers for fundraising purposes. At the end of calls, these telemarketers also ask for email addresses. Consistently delivering targeted content helped keep reengaged subscribers engaged. In addition, the team regularly scrubbed its list to remove duplicate and non-working email addresses.Non-working email addresses are easily identified by the bounced emails they generate. Duplicate email addresses can easily be found by sorting the database by email address in a spreadsheet. This process can also be automated by some email marketing platforms.This ensured that the team did not have any dead weight in its database which would drag down performance metrics and efficiency.
  • "Our email program paid for itself easily and generated incremental revenue beyond. It's an invaluable asset to us," Newman says.Online sales have more than doubled to 35% of all the company's purchases since the re-engagement started. 40% of all subscribers have purchased tickets from the Symphony.While the team initially cut 95.9% of its list size, it has grown the list by more than 500% from that low point. The list is now approximately 24.8% of its size from when the team started--but it is far more responsive, Newman says.Furthermore, Newman says the program has helped the company's reputation."The image of our organization has been enhanced by the fact that we have such a robust campaign in place."- Sample promotionThe team's email list is now a channel through which it can consistently promote shows and sell tickets. A recent discount promotion sent in the team's Pops newsletter for a series of Wayne Brady shows offered two floor tickets for approximately 20% off. The effort captured about a .4% conversion rate."On its own, that doesn't sound like a big number. But if you compare it to the costs we incurred from sending the email and the amount of time we invested [there is a huge return]," Newman says.Sweet music!
  • - ADAM SUTTON - http://www.istockphoto.com/stock-photo-5070720-blank-chalkboard.php?st=c13acd1
  • Please address Business to Business email marketing - particularly for businesses with multiple product divisions - ideas for maintaining multiple "lists" within a database list
  • Now if you give a ring like this to your significant other, they most likely will make some assumptions. You now the saying about what happens when you assume. Make sure you set explicit expectations. Be sure to explain what, when and why you are sending them communications. Also include a link to your privacy policy to alleviate any fears they may have.
  • With your email, pay-per-click ad, or Web page teaser you have earned a click to your registration page. Maintain momentum by paving a path of logical next steps for new subscribers to follow. The only goal of the registration page is to gain an opt-in. Here are some guideposts to keep in mind when designing your road map. Creative consistencyThe design elements in the registration page should be similar in style to the preceding ad or email that got the visitor to this page. A consistent brand image, language and tone will cause the potential subscriber to find comfort in knowing he or she landed on the correct page. To communicate your value proposition effectively, keep the page clean of clutter and multiple messages. Try changing the URL link to reflect the proper benefit your company is offering to the consumer.The registration page’s style should be similar to the style of the ad or email that brought visitors to itA consistent brand image, language and tone will give the potential subscriber comfort in knowing he or she landed on the correct page
  • Single mindednessWhile teaching the MarketingExperiments Email Marketing Certification courses, Dr. Flint McGlaughlin emphasizes how there is no place for unsupervised thinking in email communications. The sole goal of the registration page is to capture an email address. Do not distract the potential subscriber with copy for new products, sales, events or links to navigate away from the registration page. These types of offers can always be made available on your "Thank you" page. Testimonials and moreThird party endorsements can go a long way in reducing a potential opt-ins anxiety and apprehensions in sharing their email address. A well-written endorsement from a satisfied customer can evoke confidence and trust in your brand. A video testimonial can be even more effective as people cannot resist hitting the play button. A softer and more low-key endorsement tool is a subscriber counter. Seeing how many other people are benefiting from your email communications can establish you as a reputable source of information in the minds of potential email members.Comprehensive pictures of the actual incentive gifts or newsletters can bolster the credibility of your brand and message. Conversely, consumers may interpret stock photos and generic sketches as insincere and hurt your brands integrity. Registration fieldsPotential subscribers are strapped for time, making it crucial for the opt-in process to be as efficient as possible. A long or multi-step form can be intimating and cause visitors to abandon the page. A name and email address is usually sufficient for B2C companies, while B2B businesses will add title and company name. There are several factors to consider when deciding which questions to require during the registration process and they are all personal to your business. There is a correlation between the number of questions a company asks and the number of registrants gained. The fewer questions there are, the more sign-ups there will be. However, the more information gathered on the potential partner, the more data you will own to customize your communications and qualify the lead for your sales force. If your company has limited sales resources, it may be in your best interest to add more required fields and ensure the leads can be followed up with at the service level your company demands. On the other hand, if your company sells additional sponsorship inside your newsletter, it may be advantageous to have the largest subscription rate possible and you will ask a minimum amount of questions.Please consider that with every question added to your form, you are asking the opt-in to give up one more piece of their personal information. The new subscriber will expect the information shared will enhance the communications he or she receives with more personalized content. If the information is not used in this fashion, the subscriber will feel betrayed. Our benchmark data shows that companies are missing an opportunity to personalize their messages with the collected data in their information systems. - Sign-up form Zozi's registration form emphasizes that visitors are signing up to receive discounts on activities in their area (see creative samples). How it does this:o Headline: "Incredible Activities. Amazing Discounts."o Sub-headline: "Get up to 90% off the most unique experiences and activities near you!"o Images featuring earlier dealso Note next to email address form field: "We never spam"
  • - Welcome email Subscribers receive a welcome email immediately after signing up for the newsletter (see creative samples below). The message further sets expectations by:o Listing common activitieso Featuring images of activitieso Linking to Zozi's site to see current offersAfter capturing your new subscribers email address and contact information, the process does not end. Use your "Thank you" page to build upon the relationship you started. Make a link to a past newsletter available or relevant page on your website. One popular tactic is to send them to your preference center where they can tailor their communications and you can capture more demographic data. Do not be afraid to add a little of your brands personality. It is common to see today embedded video or audio files in the thank you messages describing how recipients should proceed or expect to find in their email inboxes.

How to improve the value of your email list Presentation Transcript

  • 1. How To Improve the Value of Your Email ListBased on research by MarketingSherpa Sponsored by:
  • 2. Introductions W. Jeffrey Rice Senior Research Analyst, MarketingSherpa Email: jeffrey.rice@MECLABS.com Twitter: @WJeffreyR Meghan Lockwood Research Analyst, MarketingSherpa Email: meghan.lockwood@MECLABS.com Twitter: @meghanllockwood #sherpawebinar
  • 3. Join the conversation on Twitter #sherpawebinar
  • 4. PresentationslidesAttendeeswill receive alink oftoday’s slidepresentationafter theevent #sherpawebinar
  • 5. A research-based webinar
  • 6. Annual research-based process leads toimproving email marketing performance • Benchmark Report - Find what really works for thousands of email marketers • Handbook - Identify best practices and formulate a methodology • Knowledge transfer - Teach email marketers how to apply best practices #sherpawebinar
  • 7. Benchmark Research Library – since 2008• The collective wisdom of more than 48,000 marketers• Nearly 5,000 pages of analytical commentary and marketer insights• More than 6,000 charts and data tables to validate what’s working – and what’s not – in marketing today #sherpawebinar
  • 8. Today’s agendaI. The state of email list growthII. 3 key findings about email marketing from research with 2,735 organizationsIII. Case study showcasing the use of mobile ads to selectively and affordably target new email opt-insIV. Top takeaways and questions #sherpawebinar
  • 9. Research background 2,735 organizations surveyed on: – Challenges and goals for email marketing programs in 2012 – Email tactics, list growth, relevancy, deliverability, and metrics – Testing and optimization methods for 2012 – 170 charts and tables #sherpawebinar
  • 10. Poll question:Which statement best describes your organizations email listgrowth trend for the past 12 months?  Our list is rapidly growing  Our list is slowly growing  The gains balance out the losses  Our list is slowly shrinking  Our list is rapidly shrinking #sherpawebinar
  • 11. Chart: Email list growth continues positive trend Very positive, our list is rapidly 17%• Reassuring to find growing Somewhat 57% of lists growing positive, our list is 57% slowly growing slowly Neutral, the gains balance out the 18% losses• The size of the list is Somewhat secondary to the negative, our list 5% is slowly shrinking quality Very negative, our list is rapidly 1% shrinking Source: ©2011 MarketingSherpa Email Marketing Benchmark Survey Methodology: Fielded July 2011, N=2,735 #sherpawebinar
  • 12. Walking awayThe Email ExperienceCouncil reports thateach year corporationslose roughly 1/3 of theiremail addresses #sherpawebinar
  • 13. What amount of new subscribers do you needto overcome attrition? Share results at #SherpaWebinar #sherpawebinar
  • 14. Beware of rising expectations • The definition of spam is no longer shouldered solely by Engaging the permissibility of sender; rather the message itself has a responsibility Relevant • An unwanted or untimely communication can be condemned as spam Permissible • Permission is the foundation and relevancy is the low water mark #sherpawebinar
  • 15. Return Path’s findings in North America 20% of email goes undelivered • 7% is classified as junk • 13% goes missing“Spam folder placement jumped 19% to 7.4%in the second half 2011, and missing, or blocked email,increased a whopping 38% (13.3% missing rate) during the same time frame.” - The Global Email Deliverability Benchmark Report, 2H 2011. #sherpawebinar
  • 16. Address the problem How do I develop and maintain an email list that meets the stringent delivery requirements of my subscribers and ISPs? #sherpawebinar #SherpaWebinar
  • 17. #sherpawebinar
  • 18. Top 5 priorities for 2012 Growing and retaining subscribers 71% “Growing subscriber base through content distribution. Firm has Delivering highly relevant content 69% strong belief in the long-term, long-tailAchieving or increasing measurable value of a subscriber 41% ROI list and is putting resources towards Increasing email engagement metrics 38% building that aspect of our sales funnel.” Integrating email with other 35% marketing tactics – Survey participant Source: ©2011 MarketingSherpa Email Marketing Benchmark Survey Methodology: Fielded July 2011, N=2,735 #sherpawebinar
  • 19. Three cornerstones to building quality lists Exclusivity Uniqueness Humility #sherpawebinar
  • 20. Exclusivity is essential“The game theory pushes us into one oftwo directions: either be better at pumpand dump than anyone else, get yournumbers into the millions, out massthose that choose to use mass andalways dance at the edge ofspam, or…Relentlessly focus. Prune your messageand your list and build a reputationthats worth owning and an audiencethat cares.Only one of these strategies builds anasset of value.” – Seth Godin #sherpawebinar
  • 21. Relevancy is more than a buzzword Content Relevancy Segmentation Time Send the right message to the right person at the right time #sherpawebinar
  • 22. Think and act different Offer subscribers something they cannot get anywhere else Think how your brand’s personality or expertise can be a differentiator in a cluttered in box #sherpawebinar
  • 23. Reality check• Have a slice of humble pie• Keep your promise to deliver exactly what the subscriber requested and nothing more• Email messages should contain valuable information, not endless self-promotion #sherpawebinar
  • 24. Be selective in who you empower to becomebrand evangelists #sherpawebinar
  • 25. Case Study – Mobile Adverting • The Company: Paper Hat Press • The Marketplace: Publishing • The Product: Personalized childrens books • The Channel: Email, Mobile • The Campaign Objective: Develop a relationship with each customer and facilitate the buying process through interactive channels #sherpawebinar
  • 26. Step #1 - Go to your target marketMobile marketing offered two important features:1. It allowed them to target their ideal customer - mothers2. The company could use mobile platforms to complete sales #sherpawebinar
  • 27. Step #2. Build a relationship with the customer Required access to their email addresses for a database and knowledge about where and how these customers were opting-in to the relationship #sherpawebinar
  • 28. Step #3. Use the mobile channelto drive relevant list buildingMobile sign-up ads process• A mobile user launches a third-party app• Before the app fully launches, the user is presented a screen to sign up for relevant lists• Whether or not any lists are signed-up for, the app launches as normal #sherpawebinar
  • 29. Transparent opt-in • Allowed Paper Hat Press to engage with its audience on the mobile channel while collecting contact information • Mobile users arent required to completely leave their chosen app to interact with Paper Hat Press • Paper Hat is able to grow its list with relevant and opted-in members #sherpawebinar
  • 30. Step #4. Plan and deploy the mobile ad• Send an auto-response with a code to claim the discount• Paper Hat Press appreciated its access to a potential customer who has clearly opted- in to the offer in the ad #sherpawebinar
  • 31. Results • Controlled costs by only paying for qualified, new sign-ups • Quadrupled email database, reaching 13,597 members. • Learned more about its target segment of mothers mobile habits • News and entertainment 35% • Health and fitness 19% • Games 19% • Music 14% #sherpawebinar
  • 32. Exercise: Plot new opt-in tactics High Cost/ Less Authentic High Cost/ More Authentic Example: Boston Celtics 3 Point PlayAvailable Resources Low Cost/ Less Authentic Low Cost/ More Authentic Example: NYC Library Transactional Email Example: Paper Hat Press Mobile Ad Brand Authenticity #sherpawebinar
  • 33. #sherpawebinar
  • 34. Chart: The accuracy of email subscriber dataApproximately whatpercentage of youremail marketingsubscriber data iscorrect and current? #sherpawebinar
  • 35. Maintain quality relationships • Promote preference center • Offer opt-down subscriptions • Make it easy to unsubscribe #sherpawebinar
  • 36. Offer a preference center• Update subscriptions, content and frequency, and set expectations• Offer alternative communication channels; RSS, social media• Be proactive. Ask to update frequently• Only ask for what you need. Unused information is disingenuous #sherpawebinar
  • 37. Encourage opt- downs or pause subscriptions • Give options to opt-down vs. opt-out • Reduce frequency, change formats, content or channel • Give option to pause subscription or press snooze with delivery stop and restart dates #sherpawebinar
  • 38. Make it easy to unsubscribe • 47% of email recipients click the spam button in their email client rather than looking for the unsubscribe link • Don’t hide your unsubscribe link • Have a simple unsubscribing process #sherpawebinar
  • 39. Ask why #sherpawebinar
  • 40. Audience Question: “What are some of the ways to reengagesubscribers to an email list that has waned in viewership in the last year?” - Rebecca Thomas #sherpawebinar
  • 41. Case Study - How Cutting a House List 95%Helped Double Sales: 4 steps• The Company: Indianapolis Symphony Orchestra• The Marketplace: Arts and Entertainment• The Product: Classical music concerts• The Channel: Email• The Campaign Objective: Improve list quality and response rate #sherpawebinar
  • 42. Step #1: Launch re-engagement campaign • Ask every subscriber to declare they want to continue receiving emails from the Orchestra • Have each subscriber specify the type of content they wanted to receive • Those who did not reply were removed from the database. #sherpawebinar
  • 43. Step #2. Plan new content strategy• Establish two-week delivery schedule• Create new segments with targeted content: • Classical • Pops • Family • Yuletide • Outdoor summer series • Happy hour (for young professionals) • Educational and community activities #sherpawebinar
  • 44. Step #3. Send re-engagement email to most-active subscribers• Offer: Free ticket to a performance• Subject line: "Email never sounded so good with SymphonEmail! Confirm Now!• Big "Yes" and “No" buttons• Click "no" and automatically removed• Click "yes" and brought to an account preferences page #sherpawebinar
  • 45. Step #4. Send re-engagement email to othersubscribers • 6 months later • Second email sent to subscribers who had not yet received the re-engagement email, and those who did not respond to the first • 12 months later • Third and final send targeted the remaining subscribers who had not received the re- engagement email, as well as those subscribers who had not responded to previous sends • Those who did not respond were removed from the database #sherpawebinar
  • 46. Step #5. Respect and grow the list• Online sales • Customers buying tickets online were asked for their email addresses and to opt-in to one of the newsletters• Ticket giveaways • Contestants were asked to fill out an entry slip with their name, contact information and email address. Winners announced via email with opt-in request.• Phone calls • Callers into the box office were asked if they would like to provide an email address and opt-in to receive a newsletter #sherpawebinar
  • 47. Results: The sound of sweet success • List initially cut 95.9% in size • List grew by more than 500% afterward • Online sales more than doubled to 35% of all purchases • 40% of subscribers have purchased tickets #sherpawebinar
  • 48. #sherpawebinar
  • 49. Audience Question: “What frequency do you market to yourlists, how much is too much and how much is not enough?” - Jeff Linton #sherpawebinar
  • 50. Establish explicit expectations • WHAT - Clearly state what type of content you will be sending • WHEN - Identify how often you will be sending email communications • WHY - Spell out the features and benefits to crystallize your value proposition • WANE WORRY- Add a link to your privacy policy #sherpawebinar
  • 51. Review registration page designA consistent brandimage, language and tonewill cause the potentialsubscriber to find comfort inknowing he or she landed onthe correct page #sherpawebinar
  • 52. Review registration page design • Similar to homepage, sets expectations • Single minded focus to capture email address • No distractions, only reinforcement of the value proposition • Testimonials and third- party endorsements reduce anxiety #sherpawebinar
  • 53. Chart: Marketers asking for more than an address 0% Long form/ Full 19% preferenceWhat is the center 12%average number 11%of fields yourorganization 59%asks a new 75% Short form (1-5) 60%subscriber to 78%complete inorder to register 38% Retail or E-commercefor your email Email address 6% Professional or Financial Servicesprogram? only 24% Software or Software as a Service 6% Education or Healthcare Source: ©2011 MarketingSherpa Email Marketing Benchmark Survey Methodology: Fielded July 2011, N=2,735 #sherpawebinar
  • 54. Confirm registration with welcome email • Thank you and welcome emails confirm the opt-in • Continue to set content expectations • Subscribers know what to look for in their inboxes #sherpawebinar
  • 55. Ask for more “…And finally, to nurture our Friendship, I’m keen to hear what offers and events you’d like to be invited to. Please take 2 minutes of your time to tell me what you’d like to see.” #sherpawebinar
  • 56. Research summary
  • 57. Our research indicates email marketers extractthe greatest value from their email lists whenthey… Keep lists exclusive Maintain quality lists Establish explicit expectations #sherpawebinar
  • 58. Automatically receive new Bronto white papers, blog posts, case studies and webinar invites by subscribing to the monthly Tips & Tricks newsletter. Sign-up at: bronto.com/resources #sherpawebinar
  • 59. This benchmark report includes: • 170 charts and tables • 2,735 companies surveyed • Top email marketing challenges for 2012 • Special sections on email tactics, list growth, relevancy, deliverability, and metrics • Testing and optimization methods for 2012 and much more Get your copy for an additional $100 off Visit MECLABS.com/100-bronto and use the promo code 226-BM-4006 #sherpawebinar
  • 60. Thank you! W. Jeffrey Rice Senior Research Analyst, MarketingSherpa Email: jeffrey.rice@MECLABS.com Twitter: @WJeffreyR Meghan Lockwood Research Analyst, MarketingSherpa Email: meghan.lockwood@MECLABS.com Twitter: @meghanllockwood #sherpawebinar