Marketers understand how important it is to constantly increase their email list size while keeping current subscribers engaged. Since the average email database degrades 25% per year, marketers must always be on the lookout for new and innovative techniques for acquiring high-quality subscribers. Tune in to see how Tinuiti helped our client Francesca’s grow their email list and revenue with new personalized offerings. We’ll also outline industry-leading strategies brands can implement to ensure they are growing their list while staying compliant with privacy acts in 2020.

1. 5 Tips to Grow Your Email List and Set
Up For Success in 2020
Optimizing Your Site and Email Strategy to Capture More Customers

2. 2
● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
Eyebrow Text
Today’s Logistics
Persephanie Arellano
Webinar Coordinator

3. Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate •
Conversion Rate Optimization • Creative Services • Analytics & Marketing Science

4. Today’s Speakers
Stacy Strom
Sr. Strategist, CRM & Email
Jack Riker
Sr. Director of Client
Partnerships

5. 5
1. The Basics
2. Get More Data!
3. Onsite Strategies
4. Personalize Your Offerings
5. The New Age of Data Privacy
6. Setting up for Success in 2020
7. LIVE Q&A
Agenda

6. Is Scaling Your Audience a Key Priority for
Your Email Marketing Program in 2020?
Poll Question
● Yes
● No
● I don’t have a 2020 roadmap for my email program.

7. 7
Let’s Cover the Basics ...

8. 8
5 Tips to Grow Your Email List & Set up for Success in 2020
Email List Growth 101
Where should I be
capturing new email
subscribers?
Global
On-Site
Header &
Footer
Pop-Ups
On-Site
Paid
Search
Social
Media
Blog
During
Checkout

9. 9
Do:
• Entice sign-ups through messaging that communicates the benefits
of your brand and / or product
• Offer an incentive for signing up, if possible
Don’t:
• Avoid compliance & data privacy
• Assume what works for one, works for all
• Offer steep discounts that will drive to low quality lead acquisition
5 Tips to Grow Your Email List & Set up for Success in 2020
Email List Growth 101
The Do’s & Don’t of Email Acquisition

10. 10
Tip #1: Get More Data!

11. 11
• Support your ongoing segmentation strategy
through the collection of pertinent data at opt in
• Welcome new contacts & personalize their
experience based on the data provided
• Quality vs. Quantity
5 Tips to Grow Your Email List & Set up for Success in 2020
Optimize Data Captured
Capitalizing on Personalization Opportunities from Day 1

12. 12
• Target customers when, where and how they want
based on data available
• Which marketing channel is your audience
engaging with most frequently?
• Capitalize on all opportunities to speak to
customers in a relevant way
• What pages on site are getting the most quality
traffic, or have longest page views?
5 Tips to Grow Your Email List & Set up for Success in 2020
Ensure Data Captured is Used
Capitalizing on Personalization Opportunities from Day 1

13. 13
Tip #2: Onsite Strategies

14. 14
5 Tips to Grow Your Email List & Set up for Success in 2020
Capture New Subscribers Through OnSite Strategies
Creating Opportunities Throughout The Funnel
Always provide value
Don’t forget the site funnel
Leverage Identification

15. 15
Tip #3: Personalize Your Offerings

16. 16
5 Tips to Grow Your Email List & Set up for Success in 2020
Personalized Offerings Onsite & Beyond
Providing Value To Each Site Visitor
Personalize your captures
Provide value in each capture
Serve messaging at the right time
Tailor messaging to each customer
Maintain a sense of urgency

17. 17
“Thanks to strategic input and
technical expertise from Tinuiti
(previously Elite SEM) we’re taking
full advantage of automated
personalized messages and seeing
significant impact to our bottom
line.”
—Francesca’s
5 Tips to Grow Your Email List & Set up for Success in 2020
Case Study: Francesca’s
Partners in Building a One-of-a-Kind Experience

18. Case Study: Francesca’s
5 Tips to Grow Your Email List & Set up for Success in 2020
+40% +16% +30%
Tinuiti Strategy = Seamless Experiences
Open RatesSubscriber
Acquisition
Total Clicks
+136%
Total Revenue

19. 19
Tip #4: The New Age of Data Privacy

20. 20
● CCPA
○ Individual data privacy rights
○ Define data “sharing” for your business
● GDPR
○ International regulations
○ Define your re-opt in timeframe
5 Tips to Grow Your Email List & Set up for Success in 2020
Smart Marketing Today Means a Keen Eye on Data Privacy
It’s No Longer Just About the Unsubscribes

21. 21
Tip #5: Setting Up for Success in 2020

22. Key Areas of Focus
List health will continue to be a key factor in 2020.
List health is something you should focus on from the moment someone signs up.
Segment your list to understand your audience better.
Focus on your cadence, be conscious of over emailing.
Maintain brand continuity.
22
5 Tips to Grow Your Email List & Set up for Success in 2020
Setting Up for Success in 2020
Ensuring Your Lists Stay Healthy And Engaged

23. 23
• Cross-Channel Experiences
• Social, Search and other channels directly
support email program growth
• Lifecycle Nurturing
• Seamless experiences across channels is key
• On-Site + Email Planning
• Directly corresponds with business growth
5 Tips to Grow Your Email List & Set up for Success in 2020
Setting Up for Success in 2020
Invest in Advancing Your Strategic Focus CRM & Email Marketing Paid Search
Paid Social
SEO
Shopping and Feed
Creative Services
CRO

24. Key Takeaways
Quality vs. Quantity
Personalization is King
Don’t Forget Data Privacy & Compliance

25. Join Us:
eTail Palm Springs 2020
February 24 - 27

26. Schedule Your 1:1
CRM/ Email Marketing
Strategy Evaluation

27. Live Q&A
Stacy Strom
Sr. Strategist, CRM & Email
Jack Riker
Sr. Director of Client
Partnerships

28. Webinar Calendar

29. Upcoming Webinars
tinuiti.com/content/

30. THANK YOU!