WhatCounts & FreshAddress break down 8 actionable, no-cost strategies to collect the maximum quantity of email addresses while maintaining database quality. We'll show you how to put these tips into action as well as how to effectively utilize third-party services to support your email efforts.

1. Welcome to Today’s Webinar!

2. 36 CRAFTS STREET
NEWTON, MA 02458
617.965.4500 │ www.freshaddress.com
Presenter:
Fawn Young
Sr. Marketing Strategist
Fyoung@whatcounts.com
Presenter:
Michael Dreyfus
Director of Business Development
MDreyfus@freshaddress.com
Presenter:
Keith Reinhardt
Marketing Manager
kreinhardt@freshaddress.com

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4. About FreshAddress
• Founded in 1999
• HQ: Newton, MA
• Email database services
• Over 9 billion emails
processed

5. About WhatCounts
the right size
• Founded 1999
• Privately Held
• HQ: Atlanta, GA
• 35 Billion Emails Annually
• 200 Customers
• 60 Employees

6. About WhatCounts

7. WhatCounts at a Glance
Account management that understands your
business' goals and helps you achieve them.
A platform that is robust and intuitive, and
can handle your email marketing needs.
An agency that is loaded with industry
experts. From email strategy to design to
delivery, our team will make sure you're
always sending amazing messages, at the
right time, to the right people

8. AGENDA
1. Don’t Take Shortcuts
2. Ask Everywhere & Refine Your Ask
3. Prevent Typos
4. Social Selling
5. Improve Your Forms
6. Stop Fearing Unsubscribes
7. Fight List Attrition
8. Maximize Your Existing Data

9. Remember: Not all email addresses are created equal!
1. Deliverable
Don’t ‘bounce‘
2. Accurate
Actually ID *your* customer/prospect
3. Primary
Not their ‘junk’ email acct

10. 1. Don’t Take Shortcuts!

11. Don’t Take Shortcuts! What Not to Do:
• Don’t Buy Lists
• Don’t Scrape/Extract
Addresses
• Don’t Find and Keystroke
Addresses

12. Don’t Take Shortcuts! Why Not?
• The addresses have no “permission”
• It may break laws
• It WILL contain spamtraps

13. Don’t Take Shortcuts! Outcomes
Outcomes:
• Low/no performance
• Angry recipients
• Blacklisting
• Kicked off your ESP
• Lawsuits & fines

14. Don’t Take Shortcuts! The Golden Rule

15. 2. ASK EVERYWHERE!!

16. JUST ASK!
• Website
• Paper (order form, etc.)
• Phone (customer orders, etc.)
• In Person (POS, check in, etc.).
• Social Media

17. 2A. Improve Your Ask!

18. THE 3 COMPONENTS OF A SUCCESSFUL ASK (Easy)
Easy
Beneficial
Safe

19. “EASY” EXAMPLE

20. THE 3 COMPONENTS OF A SUCCESSFUL ASK (Beneficial)
Easy
Beneficial
Safe

21. Beneficial: Value… WIIFM?
Make sure there is an ONGOING value exchange

22. Beneficial: Examples

23. THE 3 COMPONENTS OF A SUCCESSFUL ASK (Safe)
Easy
Beneficial
Safe

24. REASSURE
How you will use their email address
How you will protect their privacy

25. REASSURE

26. REASSURE

27. 3. Prevent Typos

28. TYPOS ARE A PROBLEM!
• Lowered response rates
• Inadvertently abandoned
prospects:
 Lost revenues
 Opens door for competitors
 Customer dissatisfaction
• Wasted marketing effort
and expense
• Risk of being blacklisted

29. Typo Prevention: Screen Everything!
POS
30% Failure Rate
Web Site
5-15% Failure Rate
Call Center
12% Failure Rate
Typical Email Collection Points

30. Typo Prevention: Encourage Accuracy
VS.
Reduce Typos by Optimizing Keystroking

31. Typo Prevention: Double Opt-In (Examples)
List protected but customer lost

32. Typo Prevention: Use Technology
• Simple software code can enforce RFC standards
• More advanced software and services can filter out
invalid addresses
• The best services and APIs can actually notice and
correct typos in real-time

33. 4. Social Sharing

34. Social Sharing

35. Social Sharing
Short Term
• Direct opt-in campaign
Long Term
• Expand reach through brand loyalty
• Leverage data for targeting

36. 5. Improve Your Forms

37. Improve Your Forms
Some valid email addresses get very long!

38. Improve Your Forms
A short input box is bad for everyone!
Annoying to the user:
• Can’t tell whether they entered their
address correctly
• Won’t receive what they signed up
for if wrong address is entered
Trouble for marketers:
• Hinders acquisition efforts
• Opens the door to problems
• Poor user/customer satisfaction
BETTER!

39. Improve Your Forms: How Big Is Big Enough?
• The average email address was 21.9 characters long
• To accommodate 80% of addresses, you need to display 28 characters
• For 95%, at least 31.
Dataset of 90 million email addresses:

40. Optimize Your Forms: KISS

41. 6. Stop Fearing Unsubscribes

42. If you love them, let them go (or at least opt-down)
Email unsubscribe doesn’t have to
signal the end of your relationship
with your customers.
Your subscriber retention plan
should have two parts:
1. A good unsubscribe experience; and
2. A plan to reduce unsubscribing.

43. If you love them, let them go (or at least opt-down)
If someone wants out, let them
… and make it easy!
But all is not lost.

44. Opt-out alternatives
• A change-of-address form that subscribers can use to update their
addresses. We love those people, so make updating simple.
• An “opt down” option that allows subscribers to receive less-frequent
mailings, such as a weekly digest of daily emails.
• List your other offerings, and let people sign up on that form.
• Suggest other channels such as your social media outlets (Facebook,
Twitter, Instagram, Pinterest, etc.), your mobile app, or direct mail.

45. 7. Fight List Attrition

46. List Attrition Facts
• 50 million people changed their email address
• Companies lose 30% of their lists due to attrition
– Switched Jobs
– Changed ISPs
– Graduated from School
– Abandoned b/c of spam
– Corporate rebranding
Each Year:

47. SOLUTIONS: Email Change of Address (ECOA)
• Just like NCOA, but for your email list
• 20%+ Update rate
• Ideal for large (100k+) lists of bouncing/inactive
addresses
• Pay per email address recovered

48. SOLUTIONS: ECOA

49. ECOA TIMELINE
Day 1 • Project initiation
• QC of initial data file
Day 2 - 4 • Hygiene processing
Day 5 - 7 • Match processing
• Match assembly & QC
Day 8 - 15 • Messaging Prep
• Permission message deployment
• Permission message wait period, minimum
of 5 days
Day 16 • Final file assembly
Day 17 • Final file QC
Day 18 • Results Returned

50. ECOA: Real Life Client Wins
International Nonprofit
• Generated an estimated
$670,000 in contributions
(a 1,000% ROI)
• Updated over 135,000 hard
bouncing email addresses
Leading Pet Supply Retailer
• Experienced a 25% increase in
sales for re-connected customers
• Updated approximately 30,000
bouncing, inactive, and invalid
addresses

51. 8. Maximize your existing data

52. Solutions: Email Appending
Send us your postal file
FRESHADDRESS cleans and standardizes it
We match against our proprietary, opt-in database of >1billion
records & carefully vetted, licensed partner databases
We return an updated file with….
100% guaranteed deliverable email addresses for up to
35+% of your list!
FRESHADDRESS cleans the list again

53. Email Append Process

54. Email Append Project Timeline
Day 1 - 2 • Project initiation
• QC of initial data file
Day 2 - 4 • Weekly client email updates throughout the course of the
project
• Confirmation of successfully queued file
Day 5 - 7 • Match assembly & QC
• Messaging prep
• Permission message deployment
Day 8 - 12 Permission message wait period, minimum 5 days
Day 13 Final file assembly
Day 14 Final file QC
Day 15 Results returned

55. FreshAddress & WhatCounts Projects
Project: Email Append
Input File: 21,385,158 records
Match rate: 17.7%
Returned Results: 3,785,781 accurate
and deliverable email addresses

56. FreshAddress & WhatCounts Projects

57. Questions?
Fyoung@whatcounts.com MDreyfus@freshaddress.com