The document outlines several processes for acquiring and retaining email subscribers. It discusses setting up a registration process that includes: 1) a registration form on the website, 2) a thank you page upon registration, and 3) a confirmation email. It also discusses best practices for retention, including: 1) designing emails with a clear layout, 2) segmenting subscribers and sending relevant content, 3) developing a communications plan with sales teams, and 4) integrating email marketing into the broader promotional mix. Finally, it examines how Dick Smith grew its database through initiatives like offering exclusive deals to email subscribers and including a "send to friend" feature.

1. Acquisition enews registration process 1. User locates the register area on the website 2. Register for the enews via a web form 3. Thank you for registering page appears 6. User receives their first automated welcome email 5. User hits confirm and are directed to a confirmation page 4. The subscriber receives a confirmation email

2. Step 1. First email Step 2. Registration web form Step 3. Thank you page with ‘refer a friend’ link

3. Step 4. ‘Refer a friend’ web form Step 5. Thank you page Step 6. Friends email

4. Clearly identify customer expectations and why email? Implement a dedicated enews registration process Audit your existing assets and think laterally about how you can acquire new contacts Acquisition ‘ take home’ summary

5. Case Study - Retention Keeping your prospects engaged via email 4 Rules of thumb Live. Work. Shop. Invest

6. Retention The Purchase Cycle & Electronic Direct Mail (EDM) Online Registration Purchase with Stockland Re-purchase investment property EDMs 1. Database purchase 2. Referral emails EDMs 1. Welcome note 2. Targeted product messaging EDMs 1. Thank you note 2. Post-purchase service + product messaging Case Study : Apartment purchase with Stockland Pre-purchase (3-9 months) Post-purchase (1-10 years)

7. Retention Rule 1: EDM Creative Layout Points to consider Email notification description Identifiable Sender name Personalisation Menu Emotional connections through images KISS

8. Retention Rule 2: Segmentation & Relevance Example Segmentation Investment DEM <$600k $600-750k >$750k

9. 3. Communications Plan & Sales Buy-in. Combination of promotions Newsworthy stories & buy-in 4. Part of the Promotional Mix EDMs don’t work in isolation Link with website and other tactics Retention Rules 3 & 4

10. Retention Take Home message: 4 Rules of thumb EDM Creative layout (KISS) Segmentation & Relevance of content Communications Plan & Sales Buy-in – combination of promotions & newsworthy stories Part of the Promotional Mix Case Study : Apartment purchase with Stockland

11. Case Study - Growth Send to friend initiatives Dicksmith.com.au

12. Opt-in form with minimal capture on all pages Capture of email with every purchase Exclusive offers for email marketing members Include a “Send to friend” mechanic for viral spread Choose prizes based on consumer buzz e.g. the iPhone Competitions, competitions and more competitions How has Dick Smith grown their database?

13. Send to friend initiatives Banner Ad Landing Page Web Confirmation Send to Friend email

14. Results 8,502 Entries 3,708 Send to Friends Send to Friend form Web Confirmation Send to Friend email

15. Top 3 Take Home Messages Build loyalty through pushing exclusivity e.g. Competitions, competitions, competitions Mine your data Who are your VIP’s? Which customers are engaged? Send relevant targeted emails Include a “Send to Friend” mechanic!