Extending your reach - strategies and tactics for growing lists

Tim Watson, chair, DMA Email Best Practice group Enhance your email marketing workshop www.charitycomms.org.uk/events

Agenda
• New growth opportunities
• Improve what you’ve got
• Group exercise
• Closing remarks

How they did it
• Had a big list
• Sent a lot of emails
– See
http://blog.emailexperience.org/blog/contributo
rs-to-the-eec-blog/how-the-obama-campaign-
succeeded-with-low-open-rates
• Optimised through split testing
– See http://www.zettasphere.com/lessons-from-
obama-frankenstein-email-testing/

Getting over the subscribe hurdle
www.emailvision.com
Image credit: flickr fdecomite

Which of the following tactics is your organization using to drive email list growth?

Source: Emailvision
Signup location on page

Strike at the right time
www.emailvision.com

Reach out through partners
Web sign ups with
incentive
13%
Social sign up
14%
Online competitions
23%
Friend get friend
2%
Partnerships
28%
Facebook Welcome
2%
Facebook voting app
5%
From online
service
10%
Events
3%
Source: Lucky Voice & Emailvision

Improve what you’ve got
Source: ContentVerve
31.54% more
signups

Touch points exercise
• List all touch
points
• How could each
be used?
• What would cause
signup?
Get more email marketing strategy and updates to your inbox
TEXT GetTips and your email address to 84101
Texts at your normal network rate

Which touches to use?
• Opportunity value
• Right context
• Complexity & cost
• Data accuracy

If you want more…
• Ask more often
• Ask in more places
• Ask more effectively
Oliver asks for more

Questions?
Connect and get answers – Tim Watson
Twitter: @tawatson
Email: twatson@zettasphere.com
Web: http://www.zettasphere.com
LinkedIn
http://uk.linkedin.com/in/tawatson
Get more email marketing strategy and updates to your inbox
TEXT GetTips and your email address to 84101
Or visit http://www.zettasphere.com/signup/
Text messages at your normal network rate
Text services thanks to world-text.com

This presentation covers: B2B email marketing trends & stats: - Where is e-mail headed? - Where are other marketers spending - their time and money? Email as part of integrated marketing: - Email as a piece of online marketing strategy - Implications and impact in social media Email best practices & optimization: - Optimizing and enhancing your messaging - Tips and tricks to drive clickthrough and conversion Analytics and measurement: - How can you measure your success? - What metrics are important?

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