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Five Keys to List Growth: Building a Healthy Database

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Five Keys to List Growth: Building a Healthy Database

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According to our Consumer Email List Management Report, 95% of B2C companies say list growth is an important measure of success for their marketing programs. However, 74% find that their email lists are growing slowly or not at all. Join BlueHornet and FreshAddress as we take a deep dive into this report to bring you top email list growth challenges and 5 strategies for building a healthy database.

According to our Consumer Email List Management Report, 95% of B2C companies say list growth is an important measure of success for their marketing programs. However, 74% find that their email lists are growing slowly or not at all. Join BlueHornet and FreshAddress as we take a deep dive into this report to bring you top email list growth challenges and 5 strategies for building a healthy database.

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Five Keys to List Growth: Building a Healthy Database

  1. 1. 5 KEYS TO LIST GROWTH:Building A Healthy Email Database
  2. 2. • Questions? • Stay Connected: • @bluehornetemail • @freshaddress • #listgrowth • Presentation Assets
  3. 3. • Developed by BlueHornet with assistance from Ascend2 • Administered the Email List Growth Survey • B2C focused report, Consumer Email List Management
  4. 4. • Enterprise-Scale Email Marketing Solutions • Award-Winning Services • Email Database Services Company • Helps build, clean, and update email lists
  5. 5. Katherine Boyarsky Marketing Associate Emily Strasburg Email Marketing Manager
  6. 6. • The second most important objective for email marketing strategy • 95% say their email list growth is a measure of success for marketing programs • 74% say their email lists is growing slowly or not changing at all - BLUEHORNET & ASCEND2, EMAIL LIST GROWTH SURVEY
  7. 7. • Maximize growth while maintaining data quality • Overcome common list growth challenges • Identify opportunities for growth and optimization • Measure strategy effectiveness HOW TO
  8. 8. Key 1: List Hygiene Title Slide
  9. 9. “Bad email address are typed 2 - 20% of the time” - FRESHADDRESS, BLOG ACQUISITION Your email list will actually decrease 30% annually due to subscribers changing their email address alone. 2.5% PER MONTH! - FRESHADDRESS, BLOG
  10. 10. • Respond to inactivity • Cost to re-engage vs. acquire SEGMENTATION
  11. 11. CONCLUSIONS Short Term • Identify pain points Long Term • Validation • Re-engagement
  12. 12. The average consumer has over 5 email addresses - BLUEHORNET, 2014 CONSUMER VIEWS OF EMAIL MARKETING REPORT VALUE AT ACQUISITION
  13. 13. OPT-IN EXPERIENCE
  14. 14. BUILDING RELATIONSHIP
  15. 15. SUBSCRIBER FEEDBACK
  16. 16. Short Term • Provide a compelling opt-in experience Long Term • Drive engagement through relevance to reduce attrition CONCLUSIONS
  17. 17. 65% of B2C companies require 2 - 4 fields for list growth efforts - BLUEHORNET & ASCEND2, EMAIL LIST GROWTH SURVEY DESIGN & PLACEMENT
  18. 18. MOBILE EXPERIENCE
  19. 19. Short Term • Optimize design and placement Long Term • Test various strategies for optimization CONCLUSIONS
  20. 20. Short Term • Direct opt-in campaign Long Term • Expand reach through brand loyalty • Leverage data for targeting CONCLUSIONS
  21. 21. Short Term • Understand growth rate Long Term • Acquisition analysis • Subscriber Lifespan analysis CONCLUSIONS
  22. 22. • List Hygiene • Content, Relevance & Value • Streamlining Website Opt-in • Social Sharing • Diagnosis & Optimization
  23. 23. • Maximize growth while maintaining quality • Capitalize short term, then long term list growth objectives • Identify opportunities for optimization • Measure the success of your efforts USE FIVE KEYS TO
  24. 24. Questions bluehornetcommuncations@bluehornet.com marketing@freshaddress.com
  25. 25. http://resources.bluehornet.com/list CONSUMER EMAIL LIST MANAGEMENT REPORT
  26. 26. Thank You!

Notas do Editor

  • Acquiring emails from social media sharing is the number one challenge for B2C marketers but also second most effective tactic

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