Dma email+ a multichannel approach to growing your list
1. DMAEmail+ - a multichannel approach to
growing your list
08.30am Registration & refreshments
09.00am Welcome from chair
Richard Gibson, Return Path
09.05am Beyond the opt-in: Email list growth in a mobile, social and local world
Richard Austin, Silverpop
09.35am How to sessions
New tips and tactics for email list growth
Richard Austin, Silverpop
Maxamising your website as a touch point for growing your list
Tamara Gielen, Plan to Engage
10.10am Refreshment break
10.25am Case studies
The 9 strategies that Lucky Voice’s list size 112%
Tim Watson, Zettasphere
Integrating social media into your campaigns to grow your email list
Dave Chaffey, Smartinsights
10.55am Q&A session
11.25am Closing comments from chair
Richard Gibson, Return Path
2. Email +
a multichannel approach to
growing your list
Tuesday 17th
July 2012
Chair: Richard Gibson
17. How to sessions:
New tips and tactics for email list growth
Richard Austin, Silverpop
#dmaemail
18. SMS
SMS SEO landing pages
SEO landing pages
SWYN
SWYN
QR Codes
QR Codes
Viral
Viral
Call Centre
Call Centre
Coupons
Coupons
Trade Shows
Trade Shows
Lead Generation
Lead Generation eCommerce
eCommerce
check out
check out
Blogs
Blogs
Competitions
Competitions
Co-registration
Co-registration Online Ads
Online Ads
(Display, PPC,
(Display, PPC,
Service &
Service & Facebook)
Facebook)
Transactional
Transactional Solus emails
Solus emails
emails
emails
92. 10 Questions to
review how you
grow your list
using
social media marketing
Dr Dave Chaffey
SmartInsights.com
93. •
About Dave Chaffey
Books
Best-practice advice & consulting
www.smartinsights.com
94. Q1. Where is your opt-in potential?
FROM THIS TO THIS
Source: Nate Elliot, Analyst at Forrester Research on “IBE”
95. Making the 3 layers work together
Transaction Interaction Reach
layer layer layer
Example:
Sneakerpedia
Source Nate Elliot, Analyst at Forrester Research
100. Q5. Are you using the right
engagement devices?
101. Q6. Do you have an Success factors
engaged community? According to Jas Dhaliwal
Head of communities
1.Content
Own + Curated
2. Community
Listen to build better
products and offer
better service
3. Customer service
Dedicated support
channel – encourage to
log ticket
4. Collaboration
Encourage community
to help others
View case study
121. Objective and Challenge
Objective: double the
database size in a year
www.emailvision.co.uk
122. Objective and Challenge
The Challenges
‒To reach new bars customers
‒Average bar group of 10 people – Lucky Voice get the booker’s email
address but nine people are unknown. How to reach them?
‒To get as much useful data from new sign ups as possible so we can use
clever segmentation in Campaign Commander
www.emailvision.co.uk
124. Growth strategies – what
worked!
Number 1:
Incentivised sign up on the website – 92% increase in sign ups
Collected email,
nearest bar, day and
month of birthday –
perfect for birthday
communications.
www.emailvision.co.uk
125. Growth strategies – what
worked!
Number 2:
Social sign up rather than registration form – 40% increase in sign ups
www.emailvision.co.uk
126. Growth strategies – what
worked!
Number 3:
Online competitions – added over 12,000 email addresses
www.emailvision.co.uk
127. Growth strategies – what
worked!
Online competitions – prizes that our ideal bars customer would want
www.emailvision.co.uk
128. Growth strategies – what
worked!
Online competitions
-Tracked this new segment in Campaign Commander – no drop off
-Welcome campaign to introduce them to the brand with offer
www.emailvision.co.uk
129. Growth strategies – what
worked!
Number 4:
Encourage booker to share details of the group – over 1,500 new contacts
- Use confirmation email to encourage sharing to get discount card
www.emailvision.co.uk
130. Growth strategies – what
Deliver value worked!in exchange for email address – not monetary
to the customers
- Build a playlist online for your bars visit
www.emailvision.co.uk
131. Growth strategies – what
worked!
Delivering value in exchange for email address
- Welcome campaign to introduce them to the brand with offer
www.emailvision.co.uk
132. Growth strategies – what
worked!
Number 5:
Partnerships – leveraging our white label to add to our bars database
- Added over 15,000 email addresses based on location and age
www.emailvision.co.uk
133. Growth strategies – what
worked!
Partnerships
- Use segmentation in Campaign Commander to deliver relevance to this new group
www.emailvision.co.uk
134. Growth strategies – what
worked!
Number 6:
Facebook Welcome offer – over 1,000 email addresses added
www.emailvision.co.uk
135. Growth strategies – what
worked!
Facebook Welcome offer – bounce back Welcome email
www.emailvision.co.uk
136. Growth strategies – what
worked!
Number 7:
Facebook voting app – over 2,500 email addresses
www.emailvision.co.uk
137. Growth strategies – what
worked!
Facebook voting app – viral effect guaranteeing friend get friend
www.emailvision.co.uk
138. Growth strategies – what
worked!
Number 8:
Events in our bars – over 1,000 email addresses
- Raffle entry in exchange for email address
www.emailvision.co.uk
139. Growth strategies – what
worked!
Number 9:
Cross-selling bars to our online database – over 5,000 addresses added
- Using Campaign Commander to provide relevance to potential bars customers
www.emailvision.co.uk
140. Growth strategies – what
didn’t work!
In bar promotions to get email addresses
- Shots offered, console at Reception – poor address quality and low take up
www.emailvision.co.uk
141. Growth strategies – what
didn’t work!
Post-visit survey
- Looking at the incentive on this – possible charity donation from us
www.emailvision.co.uk
142. Results
47,688 to 101,178 =
112% increase
The best thing is the quality and engagement of the list has remained
identical to 2010 – size is important but only if linked to quality!
www.emailvision.co.uk
144. Results
Average open rate from new subscribers: 19%
Average click through rate from new subscribers: 3%
Average open rate across all subscribers: 16%
Average click through across all subscribers: 2%
www.emailvision.co.uk
145. What Lucky Voice learnt
- Pre-event collection works better than post-event
- Essential to collect useful data alongside email address – location and birthday
- Choose incentives carefully for the right audience (including prizes)
- Leverage partnerships and other data more effectively
www.emailvision.co.uk
146. What next
1. Social sign-in and notifications
2. Playlist building
3. Online booking
4. Looking at how social and email can work together
Social as first touch point, build brand awareness, first step to email which
drives revenue.
www.emailvision.co.uk
