The document discusses effective email marketing strategies, emphasizing the importance of personalization, list segmentation, and event-triggered emails. It highlights data-driven approaches to list building, including viewing primary versus secondary goals and using onsite behavior to enhance conversions. Additionally, it illustrates the benefits of onsite retargeting and dynamic text replacement to optimize subscriber growth and revenue.

1. savage@totalsavagetech.com
http://savagemarketingtech.com

2. Data-Driven
List Building
Presenter:
Csaba Zajdo

3. Death of email?

4. Open rates are growing

5. Open rates are growing

6. Better email marketing

7. Better email marketing
• Personalization
• List segmentation
• Event triggered emails / transactional emails
• Lead scoring
• Marketing automation
• Dynamic Email Personalization

8. Better email marketing

9. Is list building evolving?

10. Is list building evolving?

11. Is list building evolving?

12. What is your goal?
Primary goal
Vs
Secondary goal

13. Primary list building

14. Secondary list building

15. Secondary list building

16. Secondary list building
Built-in
Sign up forms
Entry
Popups
0.1 – 0.5% 1 - 5%
10X Difference!

17. Data-Based List Building

18. Segment your visitors based on…
• Traffic Source
• Browsing History
• Onsite Behaviour
• Pages visited
• Time spent on site
• Time spent on page
• Exit intent
• Etc.

19. Primary list building

20. Primary list building
vs

21. What if list building is only secondary goal?

22. Traffic source based differentiation
HOT TRAFFIC
SOURCE
COLD TRAFFIC
SOURCE
BUY SUBSCRIBE

23. Traffic source based differentiation
HOT TRAFFIC
SOURCE
COLD TRAFFIC
SOURCE

24. Secondary list building
Goal: Maximizing secondary
conversions (subscriptions)
without damaging primary
conversions (purchases).

25. Onsite behaviour based differentiation
1. Timing
2. Relevancy

26. Onsite behaviour based differentiation

27. Onsite behaviour based differentiation

28. Triggering events
• Exit intent
• Inactivity
• Scrolldown
• Scrollback
• Re-entry
• Hover
• History Back Event

29. Onsite Retargeting
With onsite retargeting
you get a second chance
BEFORE your visitors leave
your site...

30. Onsite Retargeting
1 5,468 EXTRA SUBSCRIBERS IN
2 MONTHS
2 1,129 EXTRA CUSTOMERS
3 REVENUE INCREASED BY 7.35%

31. Onsite Retargeting
1
$148,297 EXTRA REVENUE IN
1 MONTH
2
8,997 EXTRA SUBSCRIBERS
3 REVENUE INCREASED BY 18.2%

32. Data-Based List Building

33. Data-Based List Building
HOT
PROSPECTS
COLD
PROSPECTS

34. Data-Based List Building
HOT
PROSPECTS
COLD
PROSPECTS

35. Dynamic Text Replacement
BEFORE: 4% CONVERSION

36. Dynamic Text Replacement
AFTER: 11,2% CONVERSION RATE

37. Summary
1. Segmentation also works in list building
2. Have different landing pages for each visitor
segment
3. Send cold traffic to list building landing pages
4. Use onsite retargeting for secondary
message
5. Use dynamic text replacement to personalize
your messages

38. Thank you!
www.optimonk.com

39. savage@totalsavagetech.com
http://savagemarketingtech.com