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Dma email+ a multichannel approach to growing your list

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DMAEmail+ - a multichannel approach to growing your list 08.30am 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 Richard Austin, Silverpop 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
Transcript
Page 1: 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

Richard Austin, Silverpop

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

Page 2: Dma email+ a multichannel approach to growing your list

Email +a multichannel approach to

growing your list

Chair: Richard Gibson

Tuesday 17th

July 2012

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Page 4: Dma email+ a multichannel approach to growing your list

Internet access:

• WiFi: 15hatfields

• Password: hatfields15

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Thank you:

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Media partner:

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Dates for your diary!

• 19th Jul – DMA Awards unplugged

09:30

• 23rd Jul – Putting a price on direct

marketing

• + more to come

Page 8: Dma email+ a multichannel approach to growing your list

What does the EMC do?

• White papers

• Best Practice

• Events

• Communications

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Interact!

• DMA website for research/white papers

& more!

• Blog: http://dmaemailblog.com/

• Infobox:

http://dmaemailblog.com/newsletter/

(archive)

• Twitter: @dmaemail #dmaemail

• LinkedIn & Facebook groups

Page 11: Dma email+ a multichannel approach to growing your list

Beyond the opt-in: Email list growth

in mobile, social and local world Richard Austin, Silverpop

#dmaemail

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Beyond the Opt-in

Richard AustineMarketing Strategy Consultant |

@biggestof

Email List Growth in a Mobile,

Social and Local World

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Topics for Today

• Database Growth 101

• Benchmarks

• Effective Tactics

• What you should do now.

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Database Growth 101

Database growth should

not mask database churn

14

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Database Growth 101

Back your acquisition efforts with a

relevant, customer focussed

email programme

15

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16

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

Richard Austin, Silverpop

#dmaemail

Page 18: Dma email+ a multichannel approach to growing your list

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

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Benchmarks

19

Benchmark = opt-in rate

Source: Email Experience Council

Page 20: Dma email+ a multichannel approach to growing your list

Where do my Customers Engage with me?

• Website?

• Facebook?

• Instore?

• Event?

• App…?

Choose the tactic

most appropriate to that engagement

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Key Tactics

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22

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23

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27

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31

Respond the same day!

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Summary

1. A relevant, customer focussed

email programme

2. Where do my Customers Engage

with me?

32

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To Do

• List your points of

engagement

• Prioritise them (top 5)

• Quick & easy opt-in

• Respond quickly

33

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Any Questions?

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Thank You

Richard [email protected] | @biggestof

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

list

Tamara Gielen, Plan to Engage

#dmaemail

Page 37: Dma email+ a multichannel approach to growing your list

Maximising your website

as a touch point for

growing your listKath Pay

Plan to Engage

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

About Plan to Engage

• Email Marketing Strategy

• Email Design & Coding

• Deliverability Support

• Email Vendor Selection

• Conversion Optimization

• Workshops & Training

Courses

www.PlanToEngage.com

Page 39: Dma email+ a multichannel approach to growing your list

Why?

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©2012 Plan To Engage – all rights reserved – 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?

Page 41: Dma email+ a multichannel approach to growing your list

When?Utilise all touch points

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

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

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How?

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Main aim: Get permission

You can always get more data later

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

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?

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Visibility

Can it be easily found?

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Above the Fold & incentivised

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Is a Pop-up for you?

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Lightbox Case Study:

The EmailGuide

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Lightbox Signup

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

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

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Value

What’s in it for them? Make it clear and obvious

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

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

Page 54: Dma email+ a multichannel approach to growing your list

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Benefits are clear

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

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

Page 56: Dma email+ a multichannel approach to growing your list

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Why 3?

• Humans learn from patterns

• 3 is the smallest pattern which can be produced

• Also been conditioned in us over the years

• Think…..

Page 57: Dma email+ a multichannel approach to growing your list

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Some obvious ones…

• Father, Son & Holy Spirit

• Blood, Sweat & Tears

• Faith, Hope & Charity

• 3 Little Pigs

• 3 Wise Men

• 3 Musketeers

Page 58: Dma email+ a multichannel approach to growing your list

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

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

Page 59: Dma email+ a multichannel approach to growing your list

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Think about data quality...

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Incentivisation works!

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Could be as simple as this….

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Ease

Will I spend my life filling in this form?

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

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!

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Only collect

what is

necessary

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Progressive Registration

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

On the next page…

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Verify information on the go

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

If it’s long.....use a barometer...

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Or why not use Facebook….

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

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

Page 71: Dma email+ a multichannel approach to growing your list

Thank You !

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

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Point them in the right direction

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Gathering more information…

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Lots of details

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Welcome !

Make the most of this opportunity

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Set Expectations….

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Make the most of this

‘Honeymoon period’

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Leverage the Rule of 3

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

3 bullet points…

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

How about a Welcome Programme?

Day 1 of subscription

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Maximise this fabulous opportunity

Day 3 of subscription

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

3 emails in 6 daysDay 5 of subscription

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How good is your un-subscribe?

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

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Find out why they unsubscribed

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Incentivise to Update Profiles

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Testing

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Refreshment break

#dmaemail

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Case studies

Integrating social media in to your campaigns to grow your

email list

Dave Chaffey, Smartinsights

#dmaemail

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10 Questions to

review how you

grow your list

using

social media marketing

Dr Dave Chaffey

SmartInsights.com

Page 93: Dma email+ a multichannel approach to growing your list

About Dave Chaffey• Books

� Best-practice advice & consultingwww.smartinsights.com

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Q1. Where is your opt-in potential?

TO THISFROM THIS

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

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Making the 3 layers work together

Source Nate Elliot, Analyst at Forrester Research

Reach

layer

Interaction

layer

Transaction

layer

Example:

Sneakerpedia

Page 96: Dma email+ a multichannel approach to growing your list

Q2. What is your content strategy?

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Q3. Do you have a calendar of

powerful content/promotions to support

opt-in?

Download “Building your Business with Facebook Pages”

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Q4. Is Facebook opt-in compelling?

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Q5. Are you using the right

engagement devices?

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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?

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Example: fre

e digita

l

marketin

g planning

template

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Q7. Are you building your

own community?

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1

0

6

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Follow the Mother

Monster?

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Q8. Are you giving sustained

engagement?

1

0

8

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Q9. Are you using social sign-on

to support social CRM?

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Source: Smart Insights - Social Sign-on/in

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1

1

1

http://www.facebook.com/ford

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Sustained onlin

e

campaigns

1

1

2

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Ford Social H

ub

with

Social S

ign-on

1

1

3

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

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1

1

4

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Build

in social s

harin

g

into contact s

trategies

1

1

5

Source: eCircle case study

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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

p

Let’s Connect!

Questions & discussion welcome

Download: SmartInsights.com/tfma2012

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

Tim Watson, Zettasphere

#dmaemail

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www.emailvision.com

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

A case study from Emailvision

Tim Watson, Zettasphere

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Size is important

30% of revenue is driven from email

www.emailvision.co.uk

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Who are Lucky Voice

www.emailvision.co.uk

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Objective and Challenge

Objective: double the

database size in a year

www.emailvision.co.uk

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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

www.emailvision.co.uk

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Growth strategies

9 2

www.emailvision.co.uk

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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.

www.emailvision.co.uk

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Growth strategies – what

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

www.emailvision.co.uk

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Growth strategies – what

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

www.emailvision.co.uk

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Growth strategies – what

worked!Online competitions – prizes that our ideal bars customer would want

www.emailvision.co.uk

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Growth strategies – what

worked!Online competitions

-Tracked this new segment in Campaign Commander – no drop off

-Welcome campaign to introduce them to the brand with offer

www.emailvision.co.uk

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Growth strategies – what

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

www.emailvision.co.uk

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Growth strategies – what

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

- Build a playlist online for your bars visit

www.emailvision.co.uk

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Growth strategies – what

worked!Delivering value in exchange for email address

- Welcome campaign to introduce them to the brand with offer

www.emailvision.co.uk

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Growth strategies – what

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

www.emailvision.co.uk

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Growth strategies – what

worked!Partnerships

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

www.emailvision.co.uk

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Growth strategies – what

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

www.emailvision.co.uk

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Growth strategies – what

worked!Facebook Welcome offer – bounce back Welcome email

www.emailvision.co.uk

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Growth strategies – what

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

www.emailvision.co.uk

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Growth strategies – what

worked!Facebook voting app – viral effect guaranteeing friend get friend

www.emailvision.co.uk

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Growth strategies – what

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

- Raffle entry in exchange for email address

www.emailvision.co.uk

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Growth strategies – what

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

www.emailvision.co.uk

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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

www.emailvision.co.uk

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Growth strategies – what

didn’t work!Post-visit survey

- Looking at the incentive on this – possible charity donation from us

www.emailvision.co.uk

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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!

www.emailvision.co.uk

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Results – Where did they

come from?

www.emailvision.co.uk

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Results

www.emailvision.co.uk

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%

Page 145: Dma email+ a multichannel approach to growing your list

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

www.emailvision.co.uk

Page 146: Dma email+ a multichannel approach to growing your list

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.

www.emailvision.co.uk

Page 147: Dma email+ a multichannel approach to growing your list

Questions

www.emailvision.co.uk

Let’s Connect – Tim Watson

Twitter

@tawatson

LinkedIn

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

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Q&A SessionRichard Austin, Silverpop

Kath Pay, Plan to Engage

Tim Watson, Zettasphere

Dave Chaffey, Smartinsights

#dmaemail

Page 150: Dma email+ a multichannel approach to growing your list

Closing remarks Richard Gibson, Return path

#dmaemail


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