1. Better Lists: The NEW New Rules of Email: Leading Approaches that Fortify Results

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1. Better Lists: The NEW New Rules of Email: Leading Approaches that Fortify Results

  1. 1. The NEW New Rules of Email Leading Approaches that Fortify Results! Presented February 22, 2012 by Karen Talavera, Synchronicity Marketing and Austin Bliss, FreshAddress
  2. 2. Welcome• To maximize your experience • Write down your questions – time for questions, mindful of schedule • Quiet, Listen – Little voice – Devices • Be Open to Hearing Anew
  3. 3. Karen Talavera• DMA Email Marketing Trainer since 1999• Top 100 Women in Ecommerce 2012 (WE magazine)• Member Only Influencers, EEC, Solo-Entrepreneur• Nationally-recognized email marketing thought leader, writer, trainer, consultant and speaker• President and Founder, Synchronicity Marketing – Founded 2003 – Email Marketing Strategy, Training & Consulting – Based in south Florida serving clients worldwide
  4. 4. Austin Bliss• Past Chair, EEC List Growth Roundtable• Speaking at events since 2003• Served on DMA‟s Committee for Social Responsibility• Awarded “Rising Star” award by DMEF President and co-Founder Email Database Services Company Founded in 1999
  5. 5. Today’s Agenda• Welcome, Introduction 10:00 – 10:10• Growing & Maintaining Responsive Email Lists 10:10 – 11:00• Creating Exceptional Email Marketing Messages 11:00 – 12:00 Lunch 12:00 – 1:00• Navigating the Murky Waters of Deliverability 1:00 – 2:00 Quick Break 2:00 – 2:10• Next Generation Metrics and Analysis 2:10 -- 2:50• Drawing, Open Q&A 2:50 – 3:00
  6. 6. Growing and MaintainingResponsive Email Lists
  7. 7. Agenda1. List Growth Basics2. List Growth - The New New Rules3. List Maintenance - The New New Rules
  8. 8. ASK!
  9. 9. Ask EVERYWHERE!• Website• Paper (order form, etc.)• Phone (customer orders, etc.)• In Person (POS, check in, etc.)
  10. 10. WIIFM?Make sure there is an ONGOING value exchange
  11. 11. WIIFM?
  12. 12. ReassureHow you will use their email addressHow you will protect their privacy
  13. 13. Reassure
  14. 14. Reassure
  15. 15. Agenda1. List Growth Basics2. List Growth - The New New Rules3. List Maintenance - The New New Rules
  16. 16. #1 Withhold as Enticement Show and Prepare
  17. 17. #1 - Show and Prepare
  18. 18. #2 Collect It All Now KISS
  19. 19. Asking Too Much
  20. 20. #3 Expect Information Sharing Explain Why
  21. 21. #4 Ask Everywhere No Really, Ask Everywhere
  22. 22. #5 Opt-out Appending Opt-in Appending
  23. 23. Appending Name Address Email Joe Smith 15 Shire Street, New York, NY 10024 ?Sarah Watson 643 Main Street, Palm Springs, FL 33406 ?Ken Chapman 514 Broadway St., Los Angeles, CA 90079 ?Austin Jordan 13 Green St., Salem, NH 03079 ?
  24. 24. Appending Name Address Email Joe Smith 15 Shire Street, New York, NY 10024 Jsmith@hotmail.comSarah Watson 643 Main Street, Palm Springs, FL 33406 Sk8girl@earthlink.netKen Chapman 514 Broadway St., Los Angeles, CA 90079 Kchapman@aol.comAustin Jordan 13 Green St., Salem, NH 03079 Austin@jordanz.com
  25. 25. Appending a) Send your postal database b) Your file is matched against vendor‟s in for processing. database. Make sure it is 100% opt-in! c) Suppressions are run. e) The enhanced file with deliverable email addresses is sent back to you. d) A Welcome Email is sent to your customers to confirm deliverability and ensure their permission. Make sure it is 100% opt-in!
  26. 26. To Append Or Not To Append?• Ask everywhere• Effectively send/track• Established ROI in the email channel• Fully educated & ready to leverage append results
  27. 27. #6 Typos Happen! Who Cares? Typos Happen! I Care!
  28. 28. Why Care?• Lowered response rates• Inadvertently abandoned customers  Lost revenues  Opens door for competitors  Customer dissatisfaction• Wasted marketing effort and expense• Risk of being blacklisted
  29. 29. Run Regular List Audits
  30. 30. #6 – Prepare For Typos
  31. 31. #6 – Prepare For Typos Vs.
  32. 32. #6 – Prepare For Typos acbliss@gmail.cmo • Simple software code can enforce RFC standards • More advanced software can filter out invalid addresses • The best services can actually notice and correct typos in real-time
  33. 33. #6 – Prepare For Typos …Caught and Corrected before it entered their database
  34. 34. - Use Cloud API or buildyourself- Get “spellcheck” withcorrections provided!
  35. 35. Agenda1. List Growth Basics2. List Growth - The New New Rules3. List Maintenance - The New New Rules
  36. 36. Over 50 million email addresses changedthis year – Switched Jobs – Changed ISPs – Graduated from School – Abandoned b/c of Spam – Corporate rebranding – Etc.
  37. 37. #7 Get New Subscribers Don‟t Lose Existing Subscribers
  38. 38. Question Assumptions
  39. 39. Consider A Backup
  40. 40. Make Updating Easy
  41. 41. Use Email Change of Address (ECOA)• Just like NCOA, but for your email list• 6-15%+ Update Rate• Ideal for large (100k+) lists of old email addresses• Pay per email address recovered
  42. 42. Recap - New New RulesImprove your „ask‟ 1. Show and Prepare 2. KISS 3. Explain Why 4. Ask *Everywhere* 5. Opt-In Appending6. Take Typos Seriously – Do Routine Audits – Assist Self-Proofing – Use Technology7. No email address is forever – Get a Backup – Make Updating Easy – Run ECOA
  43. 43. My “Ask”
  44. 44. QUESTIONS?
  45. 45. Contact Information• Karen Talavera • Synchronicity Marketing (www.synchronicitymarketing.com) • Email: karen@synchronicitymarketing.com • Phone: (561) 967-9665 • Facebook: www.facebook.com/SynchronicityMarketing • Twitter: @SyncMarketing• Austin Bliss • FreshAddress (www.freshaddress.com) • Email: austin@freshaddress.com • Phone: (617) 965-4500 • Twitter: @FreshAddress

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