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Building an email list. …without going to jail. Let’s start with the law. Implied Consent There is a relationship between you and the receiver of the email – i.e. they are a customer Explicit Consent - PowerPoint PPT Presentation
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BUILDING AN EMAIL LIST…without going to jail.
Let’s start with the law• Implied Consent
• There is a relationship between you and the receiver of the email – i.e. they are a customer
• Explicit Consent• They have explicit given you permission to send them emails.
Default checkboxes don’t count.
• Some providers take that a step further with double opt ins.
Away from your website• Facebook email capture (using apps) • LinkedIn connections (using apps)• Affiliates and JVs (asking for them in the deal)• External Purchasers (giving them a reason to come back)• Meet and greets (business cards do exist)• Renting lists (if you dare!)
But a word of warning…
Creating the form – the easy bit!
The standard
Add some animation
Add some animation
The swordfish
The catfish
The popup
Defining the behavior• Source of the visit• Mobile or Computer• Repeat or not• How long have they been there• Have they scrolled• Have they seen it before• Can you track them or not
How intrusive do you want to be
THE TECHNICAL CHALLENGES
Words as well as widgets• Hi my name is Shayne can I have your email address???
Words as well as widgets• Hi my name is Shayne can I have your email address???
• Give me a benefit and an incentive
• Give me piece of mind
Example
Benfit
Piece of mind
Think about what happens next?
MANAGING AN EMAIL LIST
There are three kinds of approaches• Those who have lot’s of lists• Those who one list with so many gaps• Those who have it all in check – and are a database
admin
• I refuse to acknowledge those still using excel and outlook
Some things to think about with lists• Your email list is not your CRM
• You have a list of people, not a list of email addresses
• Advanced email marketing is dependent on a well managed list
Some things to think about with lists
Name Email Purchases Support Campaigns Unsubs Meta
Shayne shaynetilley@gmail.com
Some things to think about with lists
Name Email Purchases Support Campaigns Unsubs Meta
Shayne shaynetilley@gmail.com
• What have I purchased• When did I purchase• Customer segment
• High value• First time• Stale …
Some things to think about with lists
Name Email Purchases Support Campaigns Unsubs Meta
Shayne shaynetilley@gmail.com
• Open issues ?
Some things to think about with lists
Name Email Purchases Support Campaigns Unsubs Meta
Shayne shaynetilley@gmail.com
• Newsetter• Promo’s
• What have they opened• What have they clicked• What have they bought
Some things to think about with lists
Name Email Purchases Support Campaigns Unsubs Meta
Shayne shaynetilley@gmail.com
• Global• Campaign
Some things to think about with lists
Name Email Purchases Support Campaigns Unsubs Meta
Shayne shaynetilley@gmail.com
• Where they live• What devices• When they joined• How they joined
So what does this give you?• I can send campaigns based on
• Who they are• What they’ve purchased• What interests they’ve shown
• I can ensure• I minimise my global unsubs• I make sure I don’t offer a product someone has• I can be sensitive to support requests
To get there you’d need
Your list
Campaign activity
Support system
Commerce system
Let’s look at Mail Chimp
• Importing• Groups• Static Segments• Reporting• Apps
Infusionsoft.
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