building your email marketing lists
DESCRIPTION
TRANSCRIPT
List Growth
Pure360
Marc Munier
Take notes
• Retain to grow Ensure you retain before you grow
• On boarding – properly
Manage subscriber expectations from the moment they sign up
• Capture as much as possible
A look at the most effective ways to capture as much data as possible
• Grow once they are on board Sell the growth
A little about me
There are 20,000 dots on this page, that is the number of hours that I have worked in email marketing for. Apparently it is also the number of hours it takes to become an expert in any given field so that’s why I’m talking to you today.
Take notes
• Retain to grow Ensure you retain before you grow
• On boarding – properly
Manage subscriber expectations from the moment they sign up
• Capture as much as possible
A look at the most effective ways to capture as much data as possible
• Grow once they are on board Sell the growth
Retaining – bloody important!
Unsubscribe rates vary from 1-2%
How many do you lose a year?
@2% a send – 1 a month?
January
100
1000
10000
100000
1000000
December
78
785
7,847
78,472
784,717
22
215
2,153
21,528
215,283
Over 20% of subscribers will be lost if you email them once a month if you have the average DMA unsubscribe rate
And a terrible brand experience
49% consumers make a point of NOT buying certain
brands or services.
81% of these attribute their reason to a bad personal experience with the brand
or its representatives.
Once people have unsubscribed they are highly unlikely to sign up again so make sure they have a good brand experience.
How not to reduce unsubscribe rates
Don’t make it difficult for people to unsubscribe.
How to maintain engagement
I hate to be cliché but...
Deliver engaging content which recipients want to read.
They want to hear from the team, involve:
Product Development Buyers Sales – they always have a view Dispatch Customer services Whoever are the experts in your field User Generated Content
Don’t over send
How often can I send an email?
Do you have anything new to say?
Ask them what they want
Send them surveys or anything else to show them you care
Take notes
• Retain to grow Ensure you retain before you grow
• On boarding – properly
Manage subscriber expectations from the moment they sign up
• Capture as much as possible
A look at the most affective ways to capture as much data as possible
• Grow once they are on board Sell the growth
Expectation Management
Great ways to do this:
• Link to last newsletter
Great ways to do this:
• Tell them how often you will contact them
Great ways to do this:
• Talk about frequency
“I am really glad the newsletter is back. I missed the informative wit, erudite tips, and easy links to fascinating facts.”
“Thanks for your newsletter. I enjoy your commentaries and insights tremendously. You have given me information on books which I have purchased and enjoyed.”
www.mantex.co.uk
On boarding – so so key
Get them on board while they really care about your brand and are most engaged, the first stage of this is to send them a welcome email.
Build lasting relationships
Make them welcome
Immediate On brand Informative Have a call to action
This welcome email from M&S has it all
Make them welcome
Immediate On brand Informative Have a call to action
This welcome email from figleaves is immediate only
Make them welcome
Immediate On brand Informative Have a call to action
This welcome email from Prime Location is immediate and has a weak call to action.
Make them welcome
Immediate On brand Informative Have a call to action
This welcome email from Zoopla has it all
Get a sequence going on
Welcome/Sales Positioning Building Winback
Pro
pen
sity
to B
uy
TimeGet into a pattern of email sending depending on how they behave
Take notes
• Retain to grow Ensure you retain before you grow
• On boarding – properly
Manage subscriber expectations from the moment they sign up
• Capture as much as possible
A look at the most affective ways to capture as much data as possible
• Grow once they are on board Sell the growth
Aggressive – does it pay off?
Try using a new technique which highlights the form using Jarva script. Success depends on the brand and how aggressive you are.
Two stages
40% of visitors will complete a signup form if they perceive a benefit in doing so. Provide a small incentive at the second stage to increase completion rates.
Two stages
Watch
Watch what they’re interested in by looking at what they click through to on your website
Watch
Give them a reason
Figleaves is a great example as they provide 5 clear points as to why you should subscribe.
Wording
Submit
Subscribe
Signup
or
Sign me up
Subscribe today
Subscribe now and Start Saving
Make them instructions Kudos to Smart Insights
Omnipresent
The Newsletter link should be placed in different places around the site with a slightly different call to action each time.
Omnipresent
Omnipresent
Take notes
• Retain to grow Ensure you retain before you grow
• On boarding – properly
Manage subscriber expectations from the moment they sign up
• Capture as much as possible
A look at the most affective ways to capture as much data as possible
• Grow once they are on board Sell the growth
Ideas to get growth – socially
Include links to social share sites such as Facebook and Twitter.
Pushing social
Emails are a route to social networking sites...
Push email in social
...and social networking sites are a link to your emails
Take notes
• Retain to grow Ensure you retain before you grow
• On boarding – properly
Manage subscriber expectations from the moment they sign up
• Capture as much as possible
A look at the most affective ways to capture as much data as possible
• Grow once they are on board Sell the growth
End slide
THANK YOU FOR LISTENING
Please ask lots of questions...
Go on
Follow @marcmunier and @pure360
Email [email protected]