DMA email a multichannel approach to growing your list

DMAEmail+ - a multichannel approach to

growing your list08.30am 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

Chair: Richard Gibson

Tuesday 17th

July 2012

Internet access:

• WiFi: 15hatfields

• Password: hatfields15

Thank you:

Media partner:

Dates for your diary!

• 19th Jul – DMA Awards unplugged

• 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 Richard Austin, Silverpop

#dmaemail

Beyond the Opt-in

Richard AustineMarketing Strategy Consultant |

@biggestof

Email List Growth in a Mobile,

Social and Local World

Topics for Today

• Database Growth 101

• Benchmarks

• Effective Tactics

• What you should do now.

Database Growth 101

Database growth should

not mask database churn

Database Growth 101

Back your acquisition efforts with a

relevant, customer focussed

email programme

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

#dmaemail

Solus emailsSolus emails

SMSSMS

CouponsCoupons

QR CodesQR Codes

Call CentreCall Centre

Online Ads

(Display, PPC,

Facebook)

Online Ads

(Display, PPC,

Facebook)

SEO landing pagesSEO landing pages

BlogsBlogs

Co-registrationCo-registration

Lead GenerationLead Generation

ViralViral

SWYNSWYN

CompetitionsCompetitions

eCommerce

check out

eCommerce

check out

Service &

Transactional

emails

Service &

Transactional

emails

Trade ShowsTrade Shows

Benchmarks

Benchmark = opt-in rate

Source: Email Experience Council

Where do my Customers Engage with me?

• Website?

• Facebook?

• Instore?

• Event?

• App…?

Choose the tactic

most appropriate to that engagement

Key Tactics

Respond the same day!

Summary

1. A relevant, customer focussed

email programme

2. Where do my Customers Engage

with me?

• List your points of

engagement

• Prioritise them (top 5)

• Quick & easy opt-in

• Respond quickly

Any Questions?

Thank You

Richard Austinraustin@silverpop.com | @biggestof

How to sessions:Maximising your website as a touch point for growing your

Tamara Gielen, Plan to Engage

#dmaemail

Maximising your website

as a touch point for

growing your listKath 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

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

Main aim: Get permission

You can always get more data later

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?

Visibility

Can it be easily found?

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

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?

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)

Conversion: 13.4%

Cost per: $31.24

Medium (7)

Conversion: 12.0%

Cost per: $34.94

Large (9)

Conversion: 10.0%

Cost per: $41.90

Thank You !

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

Point them in the right direction

Gathering more information…

Lots of details

Welcome !

Make the most of this opportunity

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

Day 3 of subscription

3 emails in 6 daysDay 5 of subscription

How good is your un-subscribe?

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

Find out why they unsubscribed

Incentivise to Update Profiles

Testing

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

social media marketing

Dr Dave Chaffey

SmartInsights.com

About Dave Chaffey• Books

� Best-practice advice & consultingwww.smartinsights.com

Q1. Where is your opt-in potential?

TO THISFROM THIS

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

Making the 3 layers work together

Source Nate Elliot, Analyst at Forrester Research

Interaction

Transaction

Example:

Sneakerpedia

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?

Success factors

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

Q6. Do you have an

engaged community?

Example: fre

e digita

marketin

g planning

template

Q7. Are you building your

own community?

Follow the Mother

Monster?

Q8. Are you giving sustained

engagement?

Q9. Are you using social sign-on

to support social CRM?

Source: Smart Insights - Social Sign-on/in

http://www.facebook.com/ford

Sustained onlin

campaigns

Ford Social H

Social S

ign-on

https://social.ford.com/members/sign-up/

in social s

into contact s

trategies

Source: eCircle case study

uk.linkedin.com/in/davechaffey

facebook.com/smartinsights

twitter.com/smartinsights

• Blog• www.smartinsights.com/blog

• Feeds• www.feedburner.com/smartinsights

• Free Enewsletter• www.smartinsights.com/membershi

Let’s Connect!

Questions & discussion welcome

Download: SmartInsights.com/tfma2012

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

#dmaemail

www.emailvision.com

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

A case study from Emailvision

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

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

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

- 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 next1. 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

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

Q&A SessionRichard Austin, Silverpop

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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