Email & Mobile Theatre; How Lucky Voice Grew Their Database 100% in 12 months to 200k

The Global SaaS Leader in Relationship Marketing

Lucky VoiceGrowing an audience by 100%

www.emailvision.co.uk

Dan Pilkington

Tim Watson

28th February 2012

Size is important

30% of revenue is driven from email


Who are Lucky Voice


Who are Lucky Voice


Objective and Challenge

Word of mouth40%

CRM30%

Search7%

Social media3%

Walk ins10%

Partnerships10% Objective: double the size

of our database in a year

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000

50,000

100,000


Objective and Challenge

The Challenges

‒ To reach new bars customers

‒ Average bar group of 10 people – we get the booker’s email address but nine people are unknown. How do we 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

9 2


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.



Number 2:Social sign up rather than registration form – 40% increase in sign ups



Number 3:Online competitions – added over 12,000 email addresses



Online competitions – prizes that our ideal bars customer would want



Online competitions

- Tracked this new segment in Campaign Commander – no drop off- Welcome campaign to introduce them to the brand with offer



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



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

- Build a playlist online for your bars visit



Delivering value in exchange for email address

- Welcome campaign to introduce them to the brand with offer



Number 5:Partnerships – leveraging our white label to add to our bars database

- Added over 15,000 email addresses based on location and age



Partnerships

- Use segmentation in Campaign Commander to deliver relevance to this new group



Number 6:Facebook Welcome offer – over 1,000 email addresses added



Facebook Welcome offer – bounce back Welcome email



Number 7:Facebook voting app – over 2,500 email addresses



Facebook voting app – viral effect guaranteeing friend get friend



Number 8:Events in our bars – over 1,000 email addresses

- Raffle entry in exchange for email address



Number 9:Cross-selling bars to our online database – over 5,000 addresses added

- Using Campaign Commander to provide relevance to potential bars customers


Growth strategies – what didn’t work!

In bar promotions to get email addresses

- Shots offered, console at Reception – poor address quality and low take up


Growth strategies – what didn’t work!

Post-visit survey

- We’re 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 our list has remained identical to 2010 – size is important but only if linked to quality!

0

20000

40000

60000

80000

100000

120000


Results – Where did they come from?

Web sign ups with incen-tive13%

Social sign up 14%

Online competitions23%

Friend get friend2%

Partnerships28%

Facebook Welcome2%

Facebook voting app5%

From online service10%

Events3%



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 have we learned?

‒ 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 next

1. 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


Thanks!

Thank you for listening

If you’ve more questions about today’s presentation

or wish to find out more about Emailvision come for

a chat on stand E16


Some of our 3000 + clients


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Technology

Email & Mobile Theatre; How Lucky Voice Grew Their Database 100% in 12 months to 200k