Smart list growth tactics for slideshare

2,085 views

Published on

Getting email subscribers is easy, right? Not in this new world of shorter attention spans and premium visual space. This webinar will not only remind us of what's important in obtaining new email subscribers but also some fresh methods.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
2,085
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • We all know that growing the number of email subscribers on a regular basis is key. New subscribers are vital to your continued growth and success as businesses. They are USUALLY the people that are MOST interested in your brand and offerings. They are the ones that are interacting with you more and are potentially on the cusp of a purchase. (Potentially share: After about 4 months, your average click rate for your average email subscriber drops to less than 1%.)Keeping that flow of new interested people is super important. However, I want to debunk a myth right now before we start – bigger lists don’t necessarily mean more revenue. Quality means EVERYTHING. Have you had the same people on your list from 10 years ago regardless of the fact that they haven’t opened in 3 years? Are you trying to grow your list in super-quick ways, not-so-good ways because your supervisor gave you a goal to hit a certain number of email contacts on your list this year? If anything, that’s how you hurt your list and your overall results. Ultimately, you want to gather new subscribers that truly want to hear from you, understand what they are signing up for, and are potential customers.
  • We all know that growing the number of email subscribers on a regular basis is key. New subscribers are vital to your continued growth and success as businesses. They are USUALLY the people that are MOST interested in your brand and offerings. They are the ones that are interacting with you more and are potentially on the cusp of a purchase. (Potentially share: After about 4 months, your average click rate for your average email subscriber drops to less than 1%.)Keeping that flow of new interested people is super important. However, I want to debunk a myth right now before we start – bigger lists don’t necessarily mean more revenue. Quality means EVERYTHING. Have you had the same people on your list from 10 years ago regardless of the fact that they haven’t opened in 3 years? Are you trying to grow your list in super-quick ways, not-so-good ways because your supervisor gave you a goal to hit a certain number of email contacts on your list this year? If anything, that’s how you hurt your list and your overall results. Ultimately, you want to gather new subscribers that truly want to hear from you, understand what they are signing up for, and are potential customers.
  • THE NUMBER ONE WAY TO IMPROVE YOUR EMAIL RESULTS IS TO SHIFT TO PERMISSION-ONLY. It is the FOUNDATION of your email program’s success. Without permission, without proper expectations, you can absolutely expect to see complaints that can affect your deliverability.If you buy lists or rent lists or append lists without getting permission – complaints will drive ISPs will block you or put you in the junk folder.Beyond the concern and consequence of complaints, THE INBOX IS CHANGING. If people on your list are not interested in receiving your messages, it’s going to get harder and harder for your email to get noticed. Start reading up about Gmail’s Priority inbox, the changes at Yahoo, Hotmail - - inbox filtering is shifting, the ISPs are trying to make it easier for users to make sense of all the email they receive, – so messages that are rarely opened, are deleted and not engaged with are going to be seen as less important and get lost in what I almost call a gray inbox now…That’s why it’s more important than ever to respect recipients of your messages and only send to those who want to hear from you.And another clarification – I’ve had many people say to me, “well, I have this opt-in list I’d like to send to – it’s permission-based” and I ask where it came from and they say “Well, these people opted in to hear from healthcare companies or they opted in to hear about offers from partners.”Explicit opt-in is saying “I want to hear from company XYZ” not some vague generic statement. You lose recognizability in the inbox - why am I hearing from this company? It’s not good. That’s why I’m going to give you lots of ideas for how you can get the RIGHT people on your list that matter, that will impact your email marketing success and your bottom line.Going to go in order of most obvious to some ways we can bring in new names via newer techologies as I go through this webinar.
  • Here we go…
  • To start, I have to hit on the most obvious, yet frequently overlooked way to improve your sign-up rate: how you advertise your sign-up on your site. This may seem extremely basic, but I would venture to say that most clients I’ve worked with could have tweaked their sign-up to be more noticeable on their web site. There are so many competing elements on a Web page - Will the average person visiting your site really notice it? Do they need to dig and scroll and click around to find it? You work on optimizing your SEO and paid advertising to drive folks to the site. Don’t let them come and go without enticing them to sign up.
  • Tactics for standing out on the page:Highly consider having a sign-up at the top part of the page.  Can be above the nav bar – right underneath as a full-width banner….Use tactics like bolding, different color font, graphic buttons with a stand-out background color, nearby animation and/or white space around the call-to-action to help give the sign-up prompt more visual punch and draw the eye to it.
  • It’s not a bad idea to be in more than one place so you can get traction no matter where folks are spending their time on your site…In addition to the tips above, it’s also a good idea to enable your sign-up to live on every page of your site, so it can be seen no matter where people enter. Don’t limit yourself to just the home page.
  • Beyond being visible and easily located, it’s also really important that you sell the sign-up! Simple requests like “sign up for email” or “sign-up for our newsletter” don’t really tell me much about what I’m getting, why I should care and how often I’ll be receiving mail.Do a shortened version by your sign-up prompt. Example: “Sign up for our exclusive weekly promotions and get an instant 10% coupon!”In this short sentence you’ve explained what you’re sending and why, and offering an incentive. People are motivated by savings! I’ve seen companies giving away the free shipping code or the 20% off – right on the homepage – make someone sign up for this and gain a longer-term relationship.You’ll then DELIVER this coupon IN THE WELCOME MESSAGE you send right after sign-up…Because you all have those right? If you are already immediately sending a 10% coupon upon sign-up- mention this at the CALL-TO-ACTION – I’ve seen it make an impact.
  • Pop-ups in the past were extremely obnoxious, but some businesses have been using more tasteful pop-ups on web sites to gather sign-ups, like Express does here. They have a nice neat sign-up in the right corner that caught my eye since it was simple in a sea of graphics, but after a moment, this huge pop-up sign-up form took over the page offering 15% off my next purchase. Now that’s grabbing attention! There’s no way I could miss this offer from Express – and the 15% is motivating.CONSIDERATIONS:-Timing – don’t pop up immediately after getting to the site – that’s kind of obnoxious – wait at least a moment or two…test this – Express actually deploys a little too soon if you ask me.-Incentive clear…-don’t make the form too long/involved.One of our clients implemented one of these and saw a 10x increase in sign-ups.
  • Blooms Today is an online flower shopping site and a Bronto Client. They moved their sign-up from mid-way down left-hand column to top right cornerThey also added $5 incentive to their and the sign-up rate increased 250%
  • Roku is another one of my clients and they are the player that allows you to instantly stream Netflix and Amazon movies and shows on your television. This is Roku’s former home page layout where their email sign up was below the fold.
  • By moving the sign up above the fold in a place near their “buy now” button,Roku was able to see a 400% increase in their subscriber sign-up rate.
  • For all of these ideas, you want to make the opt-into receive email OPTIONAL and sell the benefits….Make this opt-in very clear…Also remember that these leads may not be as qualified as your normal sign-ups. Segment by source to see…ADJUST SPEAKER NOTES HERE TO INCORPORATE IDEAS FOR THE CLIENTS THAT WILL BE AT CV3
  • Make sure you have an opt-in option at checkout on the site. Don’t assume customers want to get marketing…Unchecked = best practiceBe sure to set expectations here as well.
  • Forward-to-A-Friend/Friend-and-Family offers are specifically designed for sharing codes with others. They are a great way to gain additional subscribers and increase revenue. According to a recent study: Friends-and-family emails had 30% higher open rates and 27% higher click rates, and they generated double the transaction rates and triple the revenue per email than bulk mailings with the same offer. CRAZY HUH?! Remember to include a link/offer to subscribe in these emails to prompt folks who receive the message to sign-up!!!! THIS IS OFTEN FORGOTTEN!!! And is not in these examples!This one Gap email does a great job of incentivizing folks to become subscribers themselves by offering a lower discount than the one for the subscriber. Fun tactic to show the value behind signing up
  • And don’t forget about the simple Forward-to-a-Friend inclusion in all your emails (as long as they make sense- i.e. I wouldn’t put these in a Welcome message). I like how DSW puts this front and center in the preheader section up here. Again, remember to include a sign-up option down toward the bottom footer in case someone was forwarded the message and wants to sign up for email.
  • Share With Your Network links are like Forward to a Friend on crack. You’re going to reach so many more people at once this way, as they share your email on their social network like Facebook, Twitter and LinkedIn.Including these links helps you extend the reach of your message (more eyeballs), helps to identify your influencers (who shares your emails the most – so that you can treat them differently), and allows you to grow your list. Good idea to put at top….this has shifted over time…
  • Consider running a Refer-A-Friend program that incentivizes folks for spreading the word and getting their friends to purchase your products. So to build your list, do a solo-email campaign, mention the referral program in secondary messages in your regular emails or like, Roku here, incorporate an automated message for referrals a certain number of days post-purchase.When you are referring friends to a product or a referral program, be sure to have a sign-up CTA at the bottom of those emails, setting expectations. In other words, you could have a call-to-action like, Want to get regular newsletters about XYZ? Sign up now and save 10% on your first purchase. OR if nothing else, if folks purchase off a referred email, they could end up opting in at checkout.
  • Social media is your friend and there are lots of fabulous synergies going on between social and email.
  • So just like you’re asking folks to share your emails on Facebook, etc – you can encourage your Fans/Followers in social spaces to sign up for your email. Make it clear why/how they would benefit – what are you going to offer them via email that they can’t get on Facebook, i.e. mention exclusive email-only deals. You want to sell subscribers on different offerings through the different channels. There’s no motivation if it’s all the same content everywhere…Offering unique content through each marketing channel, you'll encourage your audience to want to connect with you in multiple places. Can do this via embedded sign-up forms on the Facebook business page. Can encourage sign-ups via updates and wall posts – link directly to your Web site sign-up. Let your Facebook fans know about upcoming sales/offers that they can only participate in via email.Consider running a contest for a gift card for those that sign-up within a certain period of time. (have all sign-ups via Facebook go into their own list to monitor this.)
  • Just as on Facebook, you can encourage your Twitter followers to sign up for exclusive email only deals or newsletter information. This is actually perfect for longer-length information you wouldn’t receive via Twitter.You can also link to the web version of some of your emails to show off your goods and ask folks to sign up for more.
  • Studies have shown that people who are on your email list engage with you via social media are 50% more likely to purchase.Get liked and followed now if you want to be well placed in the inbox later.Gmail and others are starting to rank emails in inboxes based on how much of a priority they are to recipients. As social media grows in importance and is integrated more with email, it’s a good idea to build your social footprint now by encouraging your email subscribers to connect with you on Facebook, Twitter, and other sites.Here’s what you can do to build up your followers in social media places: *Incorporate Follow links into your templates – explain WHY*Consider a welcome series where you introduce your facebook, twitter and why they should care*Consider daily deals or special informational series on Facebook/Twitter – but advertise via email…RESULTS FOR NATIONAL AQUARIUM Top 10 DealsResults: 17% increase in fans on FB and added over 200 additional followers on Twitter RESULTS FOR coffee company:Total “Like” increase of 170% (81% increase just from Daily Deals promo to email list alone) - through Daily Deals promo, use of links in email
  • Take advantage of the popularity of smartphones and have people signing up for email via text!!!I have a couple examples of real-life companies that have done this successfully….and the key here is that they leveraged opportunities when people were kind of sitting around with easy access to their phones.One success story here is with National Aquarium of Baltimore. As you sit at the aquarium waiting for a dolphin show to start, there is a billboard or announcement of some sort to text “Aqua” to 306-44 to enter a contest – and when you do that you are then prompted for your email address. You are then given the option to sign-up for marketing.That submission that flows into their email platform – bronto- and a welcome message is sent out.RESULTS:, 2% of total AQM subscribers are from mobile opt-in, Of all mobile subscribers, 42% convert and sign up for the email newsletter I know Southwest Airlines has been super successful at this tactic and they smartly decided to put their sign-up CTA where-ever people are looking…on peanut packs, napkins, the back of their boarding passes, etc. They didn’t even have to pay for the marketing, as these items were already budgeted for.So how can this work for you? Put calls-to-action on the back of receipts, on TV spots, at your checkout lane and so forth….AFTER TEXTING CAN SEND AN INSTANT WELCOME COUPON….
  • Somewhat similarly – you can leverage QR codes. They are encoded URLS – using smartphone with QR code reader app – take you to sign-up page.You can post this on the door as people are leaving or checking out or from an insert that you put into order fulfillments.Discuss investment vs what’s more applicable to widest audience.
  • ALSO - - MOBILE APPS are also getting more popular. When someone is downloading your app – you can ask them to opt-in to receive email (AND/OR PUSH NOTIFICATIONS)One Bronto success story is that of a young toy company who has created apps like Pregnancy Countdowns and Baby Names….They are gathering opt-ins at download and have grown their list 33% in 5 months. Their welcome message that is sent out after this is seeing 36.9% opens, 36.7% clicks, 1.2% conversions.
  • Work with others. Find non-competing related business to partner up with to run ads on each other’s sites and in each others newsletters
  • Co-reg is usually NOT something I recommend to clients as it is often done poorly – no real visibility – hear from third-party partners type of deal.There are some companies out there that are looking to do this in the right way…Pontiflex is offering cost-per-lead services involving high quality publishers. In this example, you see LivingSocial’s ad on UPI’s sign-up page…Note the transparency here in terms of what someone would be signing up for, frequency, etc. Pontiflex has generated > 12K new names for LivingSocial in the first 5 days of program deployment. Once someone signs up this way, they are also sent a welcome message right away.Just another consideration for a list-growth method that could be appropriate for your business.
  • E-receipts – when they are checking out in brick-and-mortar, ask if they would like their receipt sent to their email address – great way to be green, help customer keep rack of their receipts and is a great time to get marketing opt-in.One of our clients implemented e-receipts and has grown their list 10% in the last 6 months.
  • This is not an all inclusive list by any means, but here are some other ways to drive sign-ups:-Go viral if you can! Create a video that captures attention and will be sharedEXAMPLE USING SOME OF THE FOLKS AT CV3??Motivate call center employees and run contests between stores. Make sure to have the caveat that addresses gathered are permission-based and WORKING.-Make sure your URL is all over the place – on bags, materials, swag, on tags for your products etc-Take advantage of mailings – catalogs and shipment fulfillment offers – put a buckslip in to incentivize sign-ups>
  • So that’s our presentation for today. I hope you’ve come away with some new ideas to grow your list organically and continue to drive additional revenue based on a permission-based approach. Continue to check out the Bronto Blog as we continue to share new ideas with you over time!
  • Smart list growth tactics for slideshare

    1. 1. Smart Tactics for GrowingEmail SubscribersKristen Gregory, Manager of Strategic Services@kristengreg
    2. 2. Bronto Webinars Thank you for attending Housekeeping blog.bronto.com Q&A community.bronto.com Recording @bronto Topic Suggestions? Bronto Nation Michael.ballard@bronto.com www.bronto.com/bpd
    3. 3. Our Contest
    4. 4. Smart Tactics for GrowingEmail SubscribersKristen Gregory, Manager of Strategic Services@kristengreg
    5. 5. PERMISSION is the foundationfor your email program’s success.
    6. 6. Proven Ways to GrowYour List Organically…
    7. 7. …On Your Site
    8. 8. Start Simple: Does Your Sign-Up REALLY Stand-Out?
    9. 9. Be visible.
    10. 10. Be omnipresent!
    11. 11. Be enticing! Sell the sign-up & incentivize.
    12. 12. Pop-up sign-up
    13. 13. Simple Sign-Up Adjustments……Can Mean Big Sign-Up Boosts
    14. 14. Blooms Today: Offering instant savings
    15. 15. Roku moved their sign-up from below the fold…
    16. 16. …to right below the eye-catching “Buy Now” button.
    17. 17. These tips also apply to attracting sign-upsvia these web tactics:• Free ebook downloads• Free checklists or guides• Contests/sweepstakes/quizzes• Registering for webinars/off-line events• Using widgets/calculators to get people engaged… but make sure that the email sign-up is explicit!
    18. 18. Don’t forget the checkout!
    19. 19. Make sure you also have a sign-up CTA:• On your blog• If you offer some kind of wishlist functionality on your site. Get the address; ask for marketing permission.
    20. 20. …Via Your Email Messages
    21. 21. Forward-to-a-Friend/Friends-and-Family offers
    22. 22. Forward-to-a-Friend
    23. 23. Share-With-Your-Network (SWYN) links
    24. 24. Refer-a-Friend programs
    25. 25. …Using Social Media
    26. 26. Drive sign-ups on Facebook
    27. 27. Take advantage of Twitter
    28. 28. Boost social followers to leveragemulti-channel marketing
    29. 29. …Leveraging Mobile
    30. 30. Texting to join
    31. 31. Using QR codes for sign-up pages
    32. 32. Get the opt-in via mobile apps
    33. 33. …With Partners
    34. 34. Co-reg done right
    35. 35. Other Ideas
    36. 36. Leverage iPads or kiosks in-store.
    37. 37. Consider offering e-receipts.
    38. 38. Even more ideas:• Motivate call center or store employees.• Print URL (or QR code) on marketing materials. Think outside the box: back of receipts, on bags/boxes, price tags, etc.• Use catalog or fulfillment inserts.• Gather names during special events through iPad app or raffle.
    39. 39. Thank YouKristen Gregory,Email Marketing Strategist at Bronto SoftwareKristen@Bronto.com@kristengreg
    40. 40. Thank You for Attending! Account Management am@bronto.com michael.ballard@bronto.com Follow Up Email Webinar Recording
    41. 41. Contest- Random Name Drawing- Bronto T-Shirt!!!!!!!!!!!

    ×