E-commerce Best Practices: Growing Your Email List

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Email remains one of the most important tools for effective e-commerce and digital marketing professionals. But, if you don't have a strong list, you have no one to market to. This presentation, offered as part of a recent Internet marketing and e-commerce training session, looked at best practices for growing your email list to drive increased sales and revenues.

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E-commerce Best Practices: Growing Your Email List

  1. 1. Email Marketing: Keys to List Growth Tim Peter & Associates
  2. 2. Your email list represents the most critical component of your email marketing program Source: Acxiom
  3. 3. Email and personalization go hand-in-hand • According to data and lead generation firm Madison Logic, – “…users are 22% more likely to open an email if they are addressed by their first name.” • Fully 72% of customers check email on mobile, according to eMarketer
  4. 4. Churn rate and list fatigue demand continual list building activities • Churn rate: – The percentage of subscribers who no longer receive your email (opt-out, change email addresses, claim spam, etc.). Churn rate typically averages 30% per year • List fatigue: – The number of subscribers who don’t open, click through, or convert (bacon) Year Net Subscribers by Average Churn 2014 10,000 2015 7,000 2016 4,900 2017 3,430 Source: David Daniels, “The Social Inbox,” The Relevancy Group
  5. 5. Why? Without a list, you have no one to market to
  6. 6. Where do customers provide email addresses? At check-out
  7. 7. Where do customers provide email addresses? Dedicated opt-in
  8. 8. Where do customers provide email addresses? At site entry
  9. 9. Other sources of email collection • Post check-out (in receipt/thank you email) • Mobile apps • Gated content/log-in • Co-registration • Email to a friend • Social opt-in • Retail/sales/call center request • Offline events • BRC’s in print or in-person
  10. 10. What helps customers provide email? • Value – Premium/exclusive content – Loyalty rewards – Value-add offers – Discounts… but don’t start here! • Safety – What do you do with your list?
  11. 11. Questions? Web: timpeter.com Phone: 201-305-0055 Email: tim@timpeter.com Twitter: twitter.com/tcpeter

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