1. Better Lists: The NEW New Rules of Email: Leading Approaches that Fortify Results
The NEW New Rules of Email Leading Approaches that Fortify Results! Presented February 22, 2012 by Karen Talavera, Synchronicity Marketing and Austin Bliss, FreshAddress
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
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
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
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 ?
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
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!
To Append Or Not To Append?• Ask everywhere• Effectively send/track• Established ROI in the email channel• Fully educated & ready to leverage append results
#6 Typos Happen! Who Cares? Typos Happen! I Care!
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
#6 – Prepare For Typos firstname.lastname@example.org • 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
#6 – Prepare For Typos …Caught and Corrected before it entered their database
- Use Cloud API or buildyourself- Get “spellcheck” withcorrections provided!
Agenda1. List Growth Basics2. List Growth - The New New Rules3. List Maintenance - The New New Rules
Over 50 million email addresses changedthis year – Switched Jobs – Changed ISPs – Graduated from School – Abandoned b/c of Spam – Corporate rebranding – Etc.
#7 Get New Subscribers Don‟t Lose Existing Subscribers
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
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