This was presented at EEMC 2010 by Marc Munier

1. List Growth Pure360 Marc Munier

3. A little about me 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.

5. Retaining – bloody important! Unsubscribe rates vary from 1-2% How many do you lose a year? @2% a send – 1 a month? Over 20% of subscribers will be lost if you email them once a month if you have the average DMA unsubscribe rate

6. And a terrible brand experience 49% consumers make a point of NOT buying certain brands or services. 81% of these attribute their reason to a bad personal experience with the brand or its representatives. Once people have unsubscribed they are highly unlikely to sign up again so make sure they have a good brand experience.

7. How not to reduce unsubscribe rates Don’t make it difficult for people to unsubscribe.

9. Buyers

10. Sales – they always have a view

11. Dispatch

12. Customer services

13. Whoever are the experts in your field

15. Ask them what they want Send them surveys or anything else to show them you care

17. Expectation Management

19. On boarding – so so key 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.

20. Build lasting relationships

22. On brand

23. Informative

24. Have a call to actionThis welcome email from M&S has it all

26. On brand

27. Informative

28. Have a call to actionThis welcome email from figleaves is immediate only

30. On brand

31. Informative

32. Have a call to actionThis welcome email from Prime Location is immediate and has a weak call to action.

34. On brand

35. Informative

36. Have a call to actionThis welcome email from Zoopla has it all

37. Get a sequence going on Welcome/Sales Positioning Building Winback Propensity to Buy Get into a pattern of email sending depending on how they behave Time

39. Aggressive – does it pay off? Try using a new technique which highlights the form using Jarva script. Success depends on the brand and how aggressive you are.

40. Two stages 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.

41. Two stages

42. Watch Watch what they’re interested in by looking at what they click through to on your website

43. Watch

44. Give them a reason Figleaves is a great example as they provide 5 clear points as to why you should subscribe.

45. Wording Submit Subscribe Signup or Sign me up Subscribe today Subscribe now and Start Saving Make them instructions Kudos to Smart Insights

46. Omnipresent The Newsletter link should be placed in different places around the site with a slightly different call to action each time.

47. Omnipresent

48. Omnipresent

50. Ideas to get growth – socially Include links to social share sites such as Facebook and Twitter.

51. Pushing social Emails are a route to social networking sites...

52. Push email in social ...and social networking sites are a link to your emails

54. End slide THANK YOU FOR LISTENING Please ask lots of questions... Go on Follow @marcmunier and @pure360 Email marc.munier@pure360.co.uk