DMA email a multichannel approach to growing your list

DMAEmail+ - a multichannel approach to
growing your list
08.30am Registration & refreshments

09.00am Welcome from chair
Richard Gibson, Return Path

09.05am Beyond the opt-in: Email list growth in a mobile, social and local world
Richard Austin, Silverpop

09.35am How to sessions
New tips and tactics for email list growth
Maxamising your website as a touch point for growing your list
Tamara Gielen, Plan to Engage

10.10am Refreshment break

10.25am Case studies
The 9 strategies that Lucky Voice’s list size 112%
Tim Watson, Zettasphere
Integrating social media into your campaigns to grow your email list
Dave Chaffey, Smartinsights

10.55am Q&A session

11.25am Closing comments from chair
Richard Gibson, Return Path

Email +
a multichannel approach to
growing your list
Tuesday 17th
July 2012

Chair: Richard Gibson

Internet access:
• WiFi: 15hatfields
• Password: hatfields15

Dates for your diary!
• 19th Jul – DMA Awards unplugged
09:30
• 23rd Jul – Putting a price on direct
marketing
• + more to come

What does the EMC do?
• White papers
• Best Practice
• Events
• Communications

Interact!
• DMA website for research/white papers
& more!
• Blog: http://dmaemailblog.com/
• Infobox:
http://dmaemailblog.com/newsletter/
(archive)
• Twitter: @dmaemail #dmaemail
• LinkedIn & Facebook groups

Beyond the opt-in: Email list growth
in mobile, social and local world

#dmaemail

Beyond the Opt-in
Email List Growth in a Mobile,
Social and Local World

Richard Austin
eMarketing Strategy Consultant |
@biggestof

Topics for Today

• Database Growth 101
• Benchmarks
• Effective Tactics
• What you should do now.

Database Growth 101

Database growth should
not mask database churn

14

Database Growth 101

Back your acquisition efforts with a
relevant, customer focussed
email programme

15

How to sessions:
New tips and tactics for email list growth

#dmaemail

SMS
SMS SEO landing pages
SEO landing pages
SWYN
SWYN
QR Codes
QR Codes

Viral
Viral
Call Centre
Call Centre
Coupons
Coupons
Trade Shows
Trade Shows
Lead Generation
Lead Generation eCommerce
eCommerce
check out
check out
Blogs
Blogs
Competitions
Competitions
Co-registration
Co-registration Online Ads
Online Ads
(Display, PPC,
(Display, PPC,
Service &
Service & Facebook)
Facebook)
Transactional
Transactional Solus emails
Solus emails
emails
emails

Benchmarks

Benchmark = opt-in rate
Source: Email Experience Council
19

Where do my Customers Engage with me?

• Website?
• Facebook? Choose the tactic
• Instore? most appropriate to
• Event? that engagement
• App…?

Respond the same day!

31

Summary

1. A relevant, customer focussed
email programme
2. Where do my Customers Engage
with me?

32

To Do

• List your points of
engagement
• Prioritise them (top 5)
• Quick & easy opt-in
• Respond quickly

33

Thank You
Richard Austin
raustin@silverpop.com | @biggestof

How to sessions:
Maximising your website as a touch point for growing your
list
Tamara Gielen, Plan to Engage

#dmaemail

Maximising your website
as a touch point for
growing your list
Kath Pay
Plan to Engage

About Plan to Engage
• Email Marketing Strategy
• Email Design & Coding
• Deliverability Support
• Email Vendor Selection
• Conversion Optimization
• Workshops & Training
Courses

www.PlanToEngage.com

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

It all comes down to ROI
– doesn’t it?
• Is acquiring more
customers/subscribers
an objective?
• Have you spent
budget on
PPC/Viral/Banners/Em
ail etc to drive traffic?


When?
Utilise all touch points

Turn a visit into a lead
• Find excuses to gather contact details
• Less is more – don’t scare people
• Offer multiple channels
• Ensure Ad & Landing Page match
• Test and improve the entire subscriber journey
• This is a critical process


You can always get more data later

Main aim: Get permission

3 Elements to Registration
• Visibility
• Can people see it?
• On every page?
• Value
• Why should they bother?
• Ease
• How long will it take?
• Does it look painful?


Can it be easily found?

Visibility

Above the Fold & incentivised


Is a Pop-up for you?


Lightbox Case Study:
The EmailGuide


Lightbox Signup


Results
• Added lightbox to display after 10 seconds
• Only every 7 days
• Very customisable
• Increase of 400% in signups
• Best results was a combination of standard signup form
plus lightbox


What’s in it for them? Make it clear and obvious

Value

Reciprocity
• Create a “value exchange” that suits you and
your prospect
• People know how valuable their personal data is
• It needs to be traded for


Benefits are clear


Leverage the Rule of 3
• Historically been used in storytelling – fairytales,
myths and some of our greatest stories.
• A story is broken into beginning, middle and end.
• Three act structure is used in screenwriting for
Hollywood
• 3 bullet points are better than 2 or 4


Why 3?
• Humans learn from patterns
• 3 is the smallest pattern which can be produced
• Also been conditioned in us over the years

• Think…..


Some obvious ones…
• Father, Son & Holy Spirit
• Blood, Sweat & Tears
• Faith, Hope & Charity
• 3 Little Pigs
• 3 Wise Men
• 3 Musketeers


Every man has his price
• Download a report,
• Subscribe to a mailing
• Gain access to a VIP area
• Access to other people in a forum
• Save time
• Save money
• Bribery - £5 off your order
• Something for nothing
• Competitions


Think about data quality...


Incentivisation works!


Could be as simple as this….


Will I spend my life filling in this form?

Ease

How long can the form be?
• It depends!
• Is the reward worth the effort?
• Use mandatory and optional fields
• Use branching for relevant questions
• Lay out over several pages
• Encourage people to keep going!
• Test, Test, Test!


Only collect
what is
necessary


Progressive Registration


On the next page…


Verify information on the go


If it’s long.....use a barometer...


Or why not use Facebook….


Case Study: Marketo

Short (5) Medium (7) Large (9)
Conversion: 10.0%
Conversion: 13.4% Conversion: 12.0%
Cost per: $41.90
Cost per: $31.24 Cost per: $34.94


Where do you want them to go?...and maybe a chance to
gather more information?

Thank You !

Point them in the right direction


Gathering more information…


Lots of details


Make the most of this opportunity

Welcome !

Set Expectations….


Make the most of this
‘Honeymoon period’


Leverage the Rule of 3


3 bullet points…


How about a Welcome Programme?
Day 1 of subscription


Maximise this fabulous opportunity


3 emails in 6 days


Success is the number of people who do not take action!

How good is your un-subscribe?

Find out why they unsubscribed


Incentivise to Update Profiles


Refreshment break

#dmaemail

Case studies
Integrating social media in to your campaigns to grow your
email list

#dmaemail

10 Questions to
review how you
grow your list
using
social media marketing

Dr Dave Chaffey
SmartInsights.com

•
About Dave Chaffey
Books

Best-practice advice & consulting
www.smartinsights.com

Q1. Where is your opt-in potential?
FROM THIS TO THIS

Source: Nate Elliot, Analyst at Forrester Research on “IBE”

Making the 3 layers work together

Transaction Interaction Reach
layer layer layer

Example:
Sneakerpedia

Source Nate Elliot, Analyst at Forrester Research

Q2. What is your content strategy?

Q3. Do you have a calendar of
powerful content/promotions to support
opt-in?

Download “Building your Business with Facebook Pages”

Q4. Is Facebook opt-in compelling?

Q5. Are you using the right
engagement devices?

Q6. Do you have an Success factors
engaged community? According to Jas Dhaliwal
Head of communities

1.Content
Own + Curated

2. Community
Listen to build better
products and offer
better service

3. Customer service
Dedicated support
channel – encourage to
log ticket

4. Collaboration
Encourage community
to help others

View case study

Example: free digital
marketing planning
template

Q7. Are you building your
own community?

Q8. Are you giving sustained
engagement?

1
0
8

Q9. Are you using social sign-on
to support social CRM?

Source: Smart Insights - Social Sign-on/in

http://www.facebook.com/ford
1
1
1

1
1
2

Sustained online
campaigns

with Social Sign-on
Ford Social Hub
https://social.ford.com/members/sign-up/
1
1
3

1
1
5

Build in social sharing
into contact strategies
Source: eCircle case study

Let’s Connect!
Questions & discussion welcome
Download: SmartInsights.com/tfma2012
• Blog
• www.smartinsights.com/blog
uk.linkedin.com/in/davechaffey

• Feeds
• www.feedburner.com/smartinsights

facebook.com/smartinsights • Free Enewsletter
• www.smartinsights.com/membershi
p

twitter.com/smartinsights

Case studies
The 9 strategies that grew Lucky Voice’s list size 112%

#dmaemail

9 strategies that grew Lucky Voice’s list size 112%

A case study from Emailvision


www.emailvision.com

Size is important

30%
of revenue is driven from email

www.emailvision.co.uk

Who are Lucky Voice


Objective and Challenge
Objective: double the
database size in a year


Objective and Challenge

The Challenges
‒To reach new bars customers

‒Average bar group of 10 people – Lucky Voice get the booker’s email
address but nine people are unknown. How to reach them?

‒To get as much useful data from new sign ups as possible so we can use
clever segmentation in Campaign Commander


Growth strategies

9 2


Growth strategies – what
worked!
Number 1:
Incentivised sign up on the website – 92% increase in sign ups

Collected email,
nearest bar, day and
month of birthday –
perfect for birthday
communications.


worked!
Number 2:
Social sign up rather than registration form – 40% increase in sign ups


worked!
Number 3:
Online competitions – added over 12,000 email addresses


worked!
Online competitions – prizes that our ideal bars customer would want


worked!
Online competitions

-Tracked this new segment in Campaign Commander – no drop off
-Welcome campaign to introduce them to the brand with offer


worked!
Number 4:
Encourage booker to share details of the group – over 1,500 new contacts

- Use confirmation email to encourage sharing to get discount card


Deliver value worked!in exchange for email address – not monetary
to the customers

- Build a playlist online for your bars visit


worked!
Delivering value in exchange for email address

- Welcome campaign to introduce them to the brand with offer


worked!
Number 5:
Partnerships – leveraging our white label to add to our bars database

- Added over 15,000 email addresses based on location and age


worked!
Partnerships

- Use segmentation in Campaign Commander to deliver relevance to this new group


worked!
Number 6:
Facebook Welcome offer – over 1,000 email addresses added


worked!
Facebook Welcome offer – bounce back Welcome email


worked!
Number 7:
Facebook voting app – over 2,500 email addresses


worked!
Facebook voting app – viral effect guaranteeing friend get friend


worked!
Number 8:
Events in our bars – over 1,000 email addresses

- Raffle entry in exchange for email address


worked!
Number 9:
Cross-selling bars to our online database – over 5,000 addresses added

- Using Campaign Commander to provide relevance to potential bars customers


didn’t work!
In bar promotions to get email addresses

- Shots offered, console at Reception – poor address quality and low take up


didn’t work!
Post-visit survey

- Looking at the incentive on this – possible charity donation from us


Results

47,688 to 101,178 =

112% increase

The best thing is the quality and engagement of the list has remained
identical to 2010 – size is important but only if linked to quality!


Results – Where did they
come from?


Results
Average open rate from new subscribers: 19%

Average click through rate from new subscribers: 3%

Average open rate across all subscribers: 16%

Average click through across all subscribers: 2%


What Lucky Voice learnt
- Pre-event collection works better than post-event

- Essential to collect useful data alongside email address – location and birthday

- Choose incentives carefully for the right audience (including prizes)

- Leverage partnerships and other data more effectively


What next
1. Social sign-in and notifications

2. Playlist building

3. Online booking

4. Looking at how social and email can work together

Social as first touch point, build brand awareness, first step to email which
drives revenue.


Questions
Let’s Connect – Tim Watson

Twitter
@tawatson

LinkedIn
http://uk.linkedin.com/in/tawatson


Q&A Session
Kath Pay, Plan to Engage

#dmaemail

Closing remarks
Richard Gibson, Return path

#dmaemail

DMA email a multichannel approach to growing your list

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