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Advanced List GrowthStrategies and Tactics to Take Your
List Growth to the Next Level
Jeanne S. Jennings,Consultant, Email Marketing Strategy
Columnist, ClickZ.com Experts
List GrowthThe 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
List GrowthTacticsSweet 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
Online Call to Action Placement
Source: Client Case Study, JeanneJennings.com
Elements– Benefit-oriented language– Incentive– Form field– Engaging creative– Privacy statement
Online Calls to Action
Sources: The Email Marketing Kit, Jeanne Jennings (SitePoint)
Registrationfor 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
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)
Online RegistrationExample: SparkPeople
• Benefit-oriented descriptions of email newsletters
• Two boxes are pre-checked• The rest are not
• Frequency is mentioned
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
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 urgencySource: The Email Marketing Kit, Jeanne Jennings (SitePoint)
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
• 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
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
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
Case Study: Breaking Point
Source: How to use Social Media and Email for Prospecting: 8 Essentials, MarketingSherpa, January 28, 2010
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
Offline Sign-upsExample: Essential Apparel• Call to action on
invoice• Ordered from
Amazon, no relationship with this company
• Incentive• Detailed instructions on
how to sign-upSource: Critique of an Offline-Online Email Sign-up Teaser Process (1 of 2), Jeanne Jennings (ClickZ), March 8, 2010
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
Advanced List GrowthStrategies and Tactics to Take Your
List Growth to the Next Level
Questions?Jeanne S. Jennings,
Consultant, Email Marketing StrategyColumnist, ClickZ.com Experts
[email protected] | 202.333.3245www.JeanneJennings.com