In this presentation, originally developed for an American Marketing Association webinar, I cover: > Website calls-to-action > The online email sign-up page(s) > Incentives > Double opt-in tactics > Social media strategies > Events and webinars The presentation includes a couple case studies with quantitative results -- so you can learn from those who are actually implementing these strategies and tactics.

1. Advanced List Growth
Strategies and Tactics to Take Your
List Growth to the Next Level
Jeanne S. Jennings,
Consultant, Email Marketing Strategy
Columnist, ClickZ.com Experts

2. List Growth
The Good News
• 73% of email
marketers are
seeing list growth
– 22% say it’s “very
positive”
• 22% say that gains
are balancing out
the losses
• Only 5% are seeing
decreases
Source: 2011 Email Marketing Benchmark Report, MarketingSherpa

3. List Growth
Tactics
Sweet spot: Top left
Quadrant
• More than 50%
effective, less than
50% difficulty
– Registration during
purchase
– Registration for
downloads, etc.
• Social sharing
buttons in email
– 10% effective, 25%
difficulty…
Source: 2011 Email Marketing Benchmark Report, MarketingSherpa

4. Online Call to Action Placement
Source: Client Case Study, JeanneJennings.com

5. Elements
– Benefit-oriented language
– Incentive
– Form field
– Engaging creative
– Privacy statement
Online Calls to Action
Sources: The Email Marketing Kit, Jeanne Jennings (SitePoint)

6. Registration
for Download
• Incentive
featured in the
CTA and
reinforced on
the sign-up
page
• Download can
be whitepaper,
free trial, etc.
Source: Client Case Study, JeanneJennings.com

7. Online Registration
• 5 to 7 fields
max
• More fields =
higher quality
• Fewer fields =
higher quantity
• Analyze your
abandon rate
Source: The Email Marketing Kit, Jeanne Jennings (SitePoint)

8. Online Registration
Example: SparkPeople
• Benefit-oriented
descriptions of
email newsletters
• Two boxes are pre-
checked
• The rest are not
• Frequency is
mentioned

9. Online Registration | Thank You
Page
• Don’t just say
thanks for
signing up
• Use your thank
you page to
drive people
back into your
Website
• And move them
toward your
business goal
Source: Client Case Study, JeanneJennings.com

10. Welcome Message
• High open and
click-through rates
– If you give them a
reason
• Reiterate benefits
• Provide a call-to-
action and link
– Even better: special
offer with urgency
Source: The Email Marketing Kit, Jeanne Jennings (SitePoint)

11. Good Double Opt-in
Example: Cirque de Soleil
• Let them know they
need to respond to
the email
• Make the email clear
and focused on this
action
• 20% to 40% won’t
respond
• Cirque de Soleil
gets >80%
response
Source: Best Practices in Email Marketing Handbook (2009), MarketingSherpa

12. • Challenge
– Leverage the most popular
state tourism Website into an
email list acquisition tool
• Goals
– Convert a higher percentage
of new visitors to email
newsletter subscribers
• Campaign Elements
– “Michigan Travel Ideas” free
premium
– Interstitial overlay screen
with email sign-up form
• Long version
– Name, email address
– U.S. Postal Address
and Free Premium
• Short version
– Name, email Address
only
Source: New Opt-in Tactics and Welcome Series Deliver big Lift in Subscribers, Engagement,
MarketingSherpa, January 14, 2010
Case Study: Travel Michigan

13. Case Study: Travel Michigan
• Results
– Newsletter
opt-ins grew
2,000% year-
over-year
– Home page
bounce rates
dropped 69%
– 52% sign-ups
out-of-state
residents
(previously
25%)
Source: New Opt-in Tactics and Welcome Series Deliver big Lift in Subscribers, Engagement,
MarketingSherpa, January 14, 2010

14. Leverage Social Media Sharing
for Reach and List Growth
Social sharing rates
average 0.5%
Forward-to-a-friend
rates are typically
only a few tenths of
1%
Shared emails
delivered an
average increase in
reach of 24.3%
Sources: Emails Gone Viral: Measuring ‘Share-to-Social’ Performance, Silverpop, September 2009;
Client Case Study, JeanneJennings.com
With
Without

15. Case Study: Breaking Point
Source: How to use Social Media and Email for Prospecting: 8 Essentials, MarketingSherpa,
January 28, 2010

16. Online Events /
Webinars
• Webinars are more
difficult because you
have to plan the event
• But once you get it
down to a science, it’s
easy to do on an
ongoing basis
Source: Client Case Study, JeanneJennings.com

17. Offline Sign-ups
Example: Essential Apparel
• Call to action on
invoice
• Ordered from
Amazon, no
relationship with this
company
• Incentive
• Detailed instructions on
how to sign-up
Source: Critique of an Offline-Online Email Sign-up Teaser
Process (1 of 2), Jeanne Jennings (ClickZ), March 8, 2010

18. Additional Resources
“Email Marketing” column
written by Jeanne (10+
years)
• Every other Monday in
the “Experts” Section
• May other columnists
as well
• www.ClickZ.com
Free Email
Newsletter on
Effective Email
Marketing
• Market research
• Articles
• Other resources
• Published monthly by Jeanne
• www.JeanneJennings.com

19. Advanced List Growth
Strategies and Tactics to Take Your
List Growth to the Next Level
Questions?
Jeanne S. Jennings,
Consultant, Email Marketing Strategy
Columnist, ClickZ.com Experts
JJ@JeanneJennings.com | 202.333.3245
www.JeanneJennings.com