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Building your email marketing lists

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This was presented at EEMC 2010 by Marc Munier

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Building your email marketing lists

  1. 1. List Growth <br />Pure360<br /> Marc Munier<br />
  2. 2. Take notes<br /><ul><li>Retain to grow</li></ul>Ensure you retain before you grow<br /><ul><li>On boarding – properly </li></ul>Manage subscriber expectations from the moment they sign up<br /><ul><li>Capture as much as possible</li></ul>A look at the most effective ways to capture as much data as possible<br /><ul><li>Grow once they are on board</li></ul>Sell the growth<br />
  3. 3. A little about me<br />There are 20,000 dots on this page, that is the number of hours that I have worked in email marketing for. Apparently it is also the number of hours it takes to become an expert in any given field so that’s why I’m talking to you today.<br />
  4. 4. Take notes<br /><ul><li>Retain to grow</li></ul>Ensure you retain before you grow<br /><ul><li>On boarding – properly </li></ul>Manage subscriber expectations from the moment they sign up<br /><ul><li>Capture as much as possible</li></ul>A look at the most effective ways to capture as much data as possible<br /><ul><li>Grow once they are on board</li></ul>Sell the growth<br />
  5. 5. Retaining – bloody important!<br />Unsubscribe rates vary from 1-2% <br />How many do you lose a year?<br />@2% a send – 1 a month?<br />Over 20% of subscribers will be lost if you email them once a month if you have the average DMA unsubscribe rate<br />
  6. 6. And a terrible brand experience <br />49% consumers make a point of NOT buying certain brands or services.<br />81% of these attribute their reason to a bad personal experience with the brand or its representatives.<br />Once people have unsubscribed they are highly unlikely to sign up again so make sure they have a good brand experience. <br />
  7. 7. How not to reduce unsubscribe rates<br />Don’t make it difficult for people to unsubscribe.<br />
  8. 8. How to maintain engagement<br />I hate to be cliché but...<br />Deliver engaging content which recipients want to read.<br />They want to hear from the team, involve:<br /><ul><li>Product Development
  9. 9. Buyers
  10. 10. Sales – they always have a view
  11. 11. Dispatch
  12. 12. Customer services
  13. 13. Whoever are the experts in your field
  14. 14. User Generated Content </li></li></ul><li>Don’t over send<br />How often can I send an email?<br />Do you have anything new to say?<br />
  15. 15. Ask them what they want<br />Send them surveys or anything else to show them you care<br />
  16. 16. Take notes<br /><ul><li>Retain to grow</li></ul>Ensure you retain before you grow<br /><ul><li>On boarding – properly </li></ul>Manage subscriber expectations from the moment they sign up<br /><ul><li>Capture as much as possible</li></ul>A look at the most affective ways to capture as much data as possible<br /><ul><li>Grow once they are on board</li></ul>Sell the growth<br />
  17. 17. Expectation Management <br />
  18. 18. Great ways to do this:<br /><ul><li>Link to last newsletter</li></li></ul><li>Great ways to do this:<br /><ul><li>Tell them how often you will contact them</li></li></ul><li>Great ways to do this:<br /><ul><li>Talk about frequency </li></ul>“I am really glad the newsletter is back. I missed the informative wit, erudite tips, and easy links to fascinating facts.”<br />“Thanks for your newsletter. I enjoy your commentaries and insights tremendously. You have given me information on books which I have purchased and enjoyed.”<br />www.mantex.co.uk<br />
  19. 19. On boarding – so so key <br />Get them on board while they really care about your brand and are most engaged, the first stage of this is to send them a welcome email.<br />
  20. 20. Build lasting relationships<br />
  21. 21. Make them welcome<br /><ul><li>Immediate
  22. 22. On brand
  23. 23. Informative
  24. 24. Have a call to action</li></ul>This welcome email from M&S has it all <br />
  25. 25. Make them welcome<br /><ul><li>Immediate
  26. 26. On brand
  27. 27. Informative
  28. 28. Have a call to action</li></ul>This welcome email from figleaves is immediate only<br />
  29. 29. Make them welcome<br /><ul><li>Immediate
  30. 30. On brand
  31. 31. Informative
  32. 32. Have a call to action</li></ul>This welcome email from Prime Location is immediate and has a weak call to action. <br />
  33. 33. Make them welcome<br /><ul><li>Immediate
  34. 34. On brand
  35. 35. Informative
  36. 36. Have a call to action</li></ul>This welcome email from Zoopla has it all <br />
  37. 37. Get a sequence going on <br />Welcome/Sales<br />Positioning <br />Building <br />Winback<br />Propensity to Buy <br />Get into a pattern of email sending depending on how they behave<br />Time<br />
  38. 38. Take notes<br /><ul><li>Retain to grow</li></ul>Ensure you retain before you grow<br /><ul><li>On boarding – properly </li></ul>Manage subscriber expectations from the moment they sign up<br /><ul><li>Capture as much as possible</li></ul>A look at the most affective ways to capture as much data as possible<br /><ul><li>Grow once they are on board</li></ul>Sell the growth<br />
  39. 39. Aggressive – does it pay off?<br />Try using a new technique which highlights the form using Jarva script. Success depends on the brand and how aggressive you are. <br />
  40. 40. Two stages <br />40% of visitors will complete a signup form if they perceive a benefit in doing so. Provide a small incentive at the second stage to increase completion rates.<br />
  41. 41. Two stages<br />
  42. 42. Watch<br />Watch what they’re interested in by looking at what they click through to on your website<br />
  43. 43. Watch<br />
  44. 44. Give them a reason<br />Figleaves is a great example as they provide 5 clear points as to why you should subscribe.<br />
  45. 45. Wording<br />Submit<br />Subscribe<br />Signup<br />or<br />Sign me up <br />Subscribe today <br />Subscribe now and Start Saving<br />Make them instructions <br />Kudos to Smart Insights <br />
  46. 46. Omnipresent <br />The Newsletter link should be placed in different places around the site with a slightly different call to action each time.<br />
  47. 47. Omnipresent<br />
  48. 48. Omnipresent<br />
  49. 49. Take notes<br /><ul><li>Retain to grow</li></ul>Ensure you retain before you grow<br /><ul><li>On boarding – properly </li></ul>Manage subscriber expectations from the moment they sign up<br /><ul><li>Capture as much as possible</li></ul>A look at the most affective ways to capture as much data as possible<br /><ul><li>Grow once they are on board</li></ul>Sell the growth<br />
  50. 50. Ideas to get growth – socially <br />Include links to social share sites such as Facebook and Twitter.<br />
  51. 51. Pushing social<br />Emails are a route to social networking sites... <br />
  52. 52. Push email in social <br />...and social networking sites are a link to your emails<br />
  53. 53. Take notes<br /><ul><li>Retain to grow</li></ul>Ensure you retain before you grow<br /><ul><li>On boarding – properly </li></ul>Manage subscriber expectations from the moment they sign up<br /><ul><li>Capture as much as possible</li></ul>A look at the most affective ways to capture as much data as possible<br /><ul><li>Grow once they are on board</li></ul>Sell the growth<br />
  54. 54. End slide<br />THANK YOU FOR LISTENING <br />Please ask lots of questions...<br />Go on <br />Follow @marcmunier and @pure360<br />Email marc.munier@pure360.co.uk<br />

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