Upload File

extending your reach - strategies and tactics for growing lists

  • Home
  • Technology
  • Extending your reach - strategies and tactics for growing lists
36
TIM W ATSON Email Marketing Consultant

Upload: charitycomms

Post on 21-Jun-2015

931 views

Category:

Technology


2 download

Report

Tags:

DESCRIPTION

Tim Watson, chair, DMA Email Best Practice group Enhance your email marketing workshop www.charitycomms.org.uk/events

TRANSCRIPT

Page 1: Extending your reach - strategies and tactics for growing lists

TIM WATSON

Email Marketing Consultant

Page 2: Extending your reach - strategies and tactics for growing lists

About me

Page 3: Extending your reach - strategies and tactics for growing lists

Agenda

• New growth opportunities

• Improve what you’ve got

• Group exercise

• Closing remarks

Page 4: Extending your reach - strategies and tactics for growing lists

$690 million

Page 5: Extending your reach - strategies and tactics for growing lists

How they did it

• Had a big list

• Sent a lot of emails – See

http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates

• Optimised through split testing – See http://www.zettasphere.com/lessons-from-

obama-frankenstein-email-testing/

http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://blog.emailexperience.org/blog/contributors-to-the-eec-blog/how-the-obama-campaign-succeeded-with-low-open-rates
http://www.zettasphere.com/lessons-from-obama-frankenstein-email-testing/
http://www.zettasphere.com/lessons-from-obama-frankenstein-email-testing/
http://www.zettasphere.com/lessons-from-obama-frankenstein-email-testing/
http://www.zettasphere.com/lessons-from-obama-frankenstein-email-testing/
http://www.zettasphere.com/lessons-from-obama-frankenstein-email-testing/
http://www.zettasphere.com/lessons-from-obama-frankenstein-email-testing/
http://www.zettasphere.com/lessons-from-obama-frankenstein-email-testing/
http://www.zettasphere.com/lessons-from-obama-frankenstein-email-testing/
http://www.zettasphere.com/lessons-from-obama-frankenstein-email-testing/
http://www.zettasphere.com/lessons-from-obama-frankenstein-email-testing/
http://www.zettasphere.com/lessons-from-obama-frankenstein-email-testing/
http://www.zettasphere.com/lessons-from-obama-frankenstein-email-testing/
Page 6: Extending your reach - strategies and tactics for growing lists

Getting over the subscribe hurdle

www.emailvision.com

Image credit: flickr fdecomite

Page 7: Extending your reach - strategies and tactics for growing lists

Which of the following tactics is your organization using to drive email list growth?

Page 8: Extending your reach - strategies and tactics for growing lists

Source: Emailvision

Signup location on page

Page 9: Extending your reach - strategies and tactics for growing lists

ClickZ subscribe placement

Page 10: Extending your reach - strategies and tactics for growing lists

Transaction process - in or out?

Page 11: Extending your reach - strategies and tactics for growing lists

Ensure the ask is seen

Page 12: Extending your reach - strategies and tactics for growing lists

Strike at the right time

www.emailvision.com

Page 13: Extending your reach - strategies and tactics for growing lists
Page 14: Extending your reach - strategies and tactics for growing lists

Blogs posts

Page 15: Extending your reach - strategies and tactics for growing lists

Give idle fingers work

Page 16: Extending your reach - strategies and tactics for growing lists

Simple works too

Page 17: Extending your reach - strategies and tactics for growing lists

Reach out through partners

Web sign ups with incentive

13%

Social sign up 14%

Online competitions 23%

Friend get friend 2%

Partnerships 28%

Facebook Welcome 2%

Facebook voting app 5%

From online service

10%

Events 3%

Source: Lucky Voice & Emailvision

Page 18: Extending your reach - strategies and tactics for growing lists

Social is helping with conversation

Page 19: Extending your reach - strategies and tactics for growing lists

Turn conversation into conversion

Page 20: Extending your reach - strategies and tactics for growing lists
Page 21: Extending your reach - strategies and tactics for growing lists

Move followers and fans into email

Page 22: Extending your reach - strategies and tactics for growing lists
Page 23: Extending your reach - strategies and tactics for growing lists
Page 24: Extending your reach - strategies and tactics for growing lists
Page 25: Extending your reach - strategies and tactics for growing lists
Page 26: Extending your reach - strategies and tactics for growing lists

What the social experts do

Page 27: Extending your reach - strategies and tactics for growing lists
Page 28: Extending your reach - strategies and tactics for growing lists

Social Connect

Page 29: Extending your reach - strategies and tactics for growing lists

Improve what you’ve got

Source: ContentVerve

31.54% more signups

Page 30: Extending your reach - strategies and tactics for growing lists

Touch points exercise

• List all touch points

• How could each be used?

• What would cause signup?

Get more email marketing strategy and updates to your inbox TEXT GetTips and your email address to 84101

Texts at your normal network rate

Page 31: Extending your reach - strategies and tactics for growing lists

What did you find?

Page 32: Extending your reach - strategies and tactics for growing lists

bounce back example

Header

Footer

Page 33: Extending your reach - strategies and tactics for growing lists
Page 34: Extending your reach - strategies and tactics for growing lists

Which touches to use?

• Opportunity value

• Right context

• Complexity & cost

• Data accuracy

Page 35: Extending your reach - strategies and tactics for growing lists

If you want more…

• Ask more often

• Ask in more places

• Ask more effectively

Oliver asks for more

Page 36: Extending your reach - strategies and tactics for growing lists

Questions? Connect and get answers – Tim Watson

Twitter: @tawatson

Email: [email protected]

Web: http://www.zettasphere.com

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

Get more email marketing strategy and updates to your inbox TEXT GetTips and your email address to 84101 Or visit http://www.zettasphere.com/signup/

Text messages at your normal network rate Text services thanks to world-text.com

mailto:[email protected]
http://www.zettasphere.com/
http://uk.linkedin.com/in/tawatson
http://www.zettasphere.com/signup/

GRE Tactics

Tavaana/New Tactics Webinar 3: Restorative Tactics (Persian)

Tavaana/New Tactics Webinar 2: Intervention Tactics (English)

TESTING TACTICS

Media Kits & Lists PR 305 Dr. Kelly Winfrey. Media Kit Collection of communication tactics used to generate news storiesCollection of communication tactics

Mortem et Gloriam Army Lists - Meso-America · Mesoamerica is an important historical region and cultural area in the Americas, extending from approximately central Mexico through

Scare Tactics Publication - Zendesk · Scare tactics encompass several different methods, and in each case, research shows us the ineffectiveness of these tactics. Scare tactics (moral

Fire Tactics

Seo tactics

Facilitation Tactics

Marketing Tactics

Power tactics

Tactics L1

Tavaana/New Tactics Webinar 2: Intervention Tactics (Persian)

Shield Tactics

Tavaana/New Tactics Webinar 1: Prevention Tactics (Persian)

Tactics, Tactics, Tactics! - debestezet.nl 4 - promo.pdf · As a professional chess player, I know exactly how important it is to perform well in tactical calculations. ... Tactics,

Mission Tactics

Mongols tactics

Achieving Qualities 1 Võ Đình Hiếu. Contents Architecture tactics Availability tactics Security tactics Modifiability tactics 2

Extending the Operations Dashboard - Esri•Monitor and manage your operations • Ready to use widgets anyone can configure-Maps, Lists-Bar Charts, Gauges-Histograms, Indicators-Details•

Extending Extending

Strategy, Campaigns and Tactics - توانا · Strategy and Tactics “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat”

CPT Tactics

Twitter tactics

Kate Goldsworthy - ualresearchonline.arts.ac.uk · The least impactful approach is re-use, or in other words extending product lifespan. ... Tactics for prolonging use could include

Argument Tactics

EXTENDING YOUR LOCAL NETWORK (LAN): Part 3-- …aztcs.org/meeting_notes/winhardsig/networks/extending/extending... · extending your local network (lan): part 3--"multimedia over

STRATEGIES - CWC · tactics, and one of the largest OFCCP “advance notice” lists in recent memory, to disability- and veteran-oriented focused reviews, new contractor recognition

Negotiating tactics

Globalization & Censorship Tactics of Controversial Korean ... · Globalization & Censorship Tactics of Controversial Korean ... Globalization & Censorship Tactics of Controversial

Media tactics

Lists Lists Lists Lists Lists Lists Lists 7 Ways Your Lists Are Looking & Acting Old

Mayweather tactics

Scare Tactics