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How to Turn Your Email Program Into a Revenue Generating Machine
- 1. How to Turn Your Email Program into a Revenue Generating Machine
- 2. Jim Tinney VP of Sales & Marketing jtinney@freshaddress.com Chris Donald Managing Partner chris@inboxarmy.com Today’s Speakers Keith Reinhardt Marketing Manager kreinhardt@freshaddress.com
- 3. Intros Topics of Discussion • Email List Building • Email List Hygiene • Strategy • Automations • Reporting Questions Agenda
- 4. About InboxArmy We’re Making Email Marketing Affordable and Results-Driven for Everyone InboxArmy grew out of an experiment to create a more efficient and cost- effective way to handle email marketing production. The experiment worked. Today our clients save as much as 30% or more compared to current email marketing and digital agencies. 250+ Years Of Combined Email Marketing Wisdom They say knowledge is power. We posit applied knowledge is a superpower. With over 250+ of email marketing experience, 25,000+ campaigns deployed and 5,000+ clients served, we have turned email marketing know- how into wisdom.
- 5. About FreshAddress Who We Are: An email marketing intelligence company, FreshAddress is a leading provider of proprietary, data-driven email solutions for digital marketers Who We Serve: 2,500+ clients, including 25%+ of the Fortune 100 • Over 15 billion email addresses processed, and counting What We Do: FreshAddress cleans, protects, and grows email address databases, which helps clients avoid email delivery issues, resulting in increased revenues and ROI How We Do It: Best-in-class technology, proprietary intellectual portfolio, and extensive database deliver unparalleled intelligence and results
- 7. You Need to Have GOALS Define Goals, and make a clear plan to execute List growth and engagement will rule Offer Incentives or Not Test, Test and Test again Optimize and Continue Testing (be smart) Evaluate progress, find positive trends and exploit them Strategy
- 9. Don’t Scrape or Harvest Email Addresses Don’t Buy Lists! Don’t Force People to Sign-Up Don’t Ignore Regulations in the Markets you Serve Fail to Check “Inherited” Lists Or Data from Outside Sources List Building: What Not to Do
- 10. Ask Everywhere! Establish Trust & Value Optimize Your Forms Send a Promptly Deployed Welcome Email Set a Quality Standard and Stick to It! Use a Real-Time API Evaluate Paid Services List Building: Best Practices
- 12. Deliverable (Doesn’t bounce) Accurate (Actually ID’s your customer/prospect) Primary (Not their ‘junk’ email account) List Hygiene: What Does “Clean” Really Mean?
- 13. Have Proper Validation in Place Poor email data quality costs your company money Many types of bad addresses can cause problems Acquisition sources are flawed Proper email hygiene yields major results! • Clean and correct in real-time • Keep toxic email addresses from ever entering your database • Better inbox placement = higher engagement & revenues • Suggested corrections ensure you never miss an interested customer
- 14. Problematic Addresses Invalid Email Accounts Spam Complainers Typos Role Accounts Bogus Email Addresses Types of Bad Addresses
- 15. Step 1: Check Step 2: Correct Step 3: Protect Verify each address in real time to confirm that it’s valid and can accept mail. Our patented spell-check technology corrects as many as seven errors in a single address and fixes any typos in your file. We check each email address to identify and flag spamtraps and other damaging email addresses. How It Works: SafeToSend®
- 16. Typical Email Collection Points POS 30% Failure Rate Web Site 4% Failure Rate Call Center 12% Failure Rate Real-time Email Validation! 100% Accurate & Deliverable Emails Email Marketing Database
- 18. Automations, especially for e-commerce can be big wins for your program Welcome with 1st time buyer discount Cart Abandonment will drive revenue Post-Purchase, Browse Abandonment, Re-order, Next logical purchase, win-back, etc. Monitor and tweak for optimal results Use different discount codes for conversion tracking Automations
- 20. What KPIs are important to you? Don’t get caught up on saving unengaged users. Are Open Rates Important? CTOR – what it tells you What content/CTAs are important to your list Day and Time of send Device used and how they interact True conversion attribution and the nudge effect Inactive doesn’t always mean inactive Reporting/Data
- 21. Resources and Budget Ask for more budget and resources Show KPI/Revenue increase opportunities Don’t talk about clicks, opens, or technology, the C-Suite doesn’t care or understand in most cases. Explain the benefit to the bottom line and conversions Test and prove what you want you want to do so you have proof/data to back up your plan Show how email delivers more revenue per dollar spent Ask for 50% more than you need, because you’ll rarely get as much as you want.
- 22. Questions?