Email remains one of the most important tools for effective e-commerce and digital marketing professionals. But, if you don't have a strong list, you have no one to market to. This presentation, offered as part of a recent Internet marketing and e-commerce training session, looked at best practices for growing your email list to drive increased sales and revenues.
2. Your email list represents the most critical component of your email
marketing program
Source: Acxiom
3. Email and personalization go hand-in-hand
• According to data and lead generation
firm Madison Logic,
– “…users are 22% more likely to open an
email if they are addressed by their first
name.”
• Fully 72% of customers check email on
mobile, according to eMarketer
4. Churn rate and list fatigue demand continual list building activities
• Churn rate:
– The percentage of subscribers who no
longer receive your email (opt-out,
change email addresses, claim spam,
etc.). Churn rate typically averages 30%
per year
• List fatigue:
– The number of subscribers who don’t
open, click through, or convert (bacon)
Year
Net Subscribers by Average
Churn
2014 10,000
2015 7,000
2016 4,900
2017 3,430
Source: David Daniels, “The Social Inbox,” The Relevancy Group
9. Other sources of email collection
• Post check-out (in receipt/thank you email)
• Mobile apps
• Gated content/log-in
• Co-registration
• Email to a friend
• Social opt-in
• Retail/sales/call center request
• Offline events
• BRC’s in print or in-person
10. What helps customers provide email?
• Value
– Premium/exclusive
content
– Loyalty rewards
– Value-add offers
– Discounts… but don’t
start here!
• Safety
– What do you do with
your list?