TIM WATSONEmail Marketing Consultant

Grow Your List FasterJune 2014

Photo credit: Flickr arbyreed

Is this your strategy?

Content is King

Data builds the Kingdom

What’s your objective?

Quantity Quality

Why Bigger is a lot BetterA B

List size 25000 30000

Campaign Creation £500 £500

Send fee £50 £100

Total Cost £550 £600

Revenue per email (p) 3 3

Total Revenue £750 £900

Profit £200 £300

List size increase 20%Profit increase 50%

Tracking Source Performance and QualitySource Number

of leadsSource Cost

CPL 1st Monthly Revenue

Revenue per lead

Quality%

Google PPC 1400 £2310 £1.65 £480 £0.34 21%

Competition 950 £750 £0.78 £225 £0.24 31%

Incentivised signupFacebook Ad

Test Sources and invest in highest quality sources,where CPL is lower than

permitted acquisition cost

The 7 i‘sOf list growth

interest

Stimulate customer signup interest by giving benefits and reasons to

subscribe

1

Top of page or bottom?

incentive

Offer incentives to reduce friction to subscribe

2

Free, Win, Save incentives

Targeted incentives

Source: KISSMetrics

Lead capture rate doubled

impulsive

Help customers to act impulsively with spot on timing and by making it

easy

3

Wait until customers are engaged

Ask once value is established

35% of

sign-ups

During transactional processes

instant

Instant gratification not just promise of jam tomorrow

4

Offer immediate value

integrated

Integrate list growth across all touch points

5

Partners

Twitter Cards

Facebook – competitions and more

Solutions from: TabSite, Wildfire, Shortstack, Woobox, Heyo, Pagemodo, and Offerpop

Facebook Custom Audiences

Offline capture points

Source: Zettasphere http://www.zettasphere.com/email-list-growth-increased-3-3x/

3.3x more email addresses than publishing a URL

Within corporate Emails - bounce back

Header

Footer

50% of list growth using these banners Source: RocketSeed

Verify and recover failed addresses

improve

Review and improve list growth processes you already have

6

Optimise capture

Source: ContentVerve

31.54% more signups

investable

Evaluation and metrics that make list growth investable

7

B2C Example

𝑅𝑒𝑣𝑒𝑛𝑢𝑒𝑣𝑎𝑙𝑢𝑒𝑜𝑓 𝑎𝑛𝐵2𝐶 𝐸𝑚𝑎𝑖𝑙 𝐴𝑑𝑑𝑟𝑒𝑠𝑠=𝐿𝑖𝑓𝑒𝑜𝑓 𝑎𝑛𝑎𝑑𝑑𝑟𝑒𝑠𝑠×(𝐴𝑛𝑛𝑢𝑎𝑙 𝐸𝑚𝑎𝑖𝑙𝑅𝑒𝑣𝑒𝑛𝑢𝑒)

(𝐴𝑣𝑒𝑟𝑎𝑔𝑒𝑙𝑖𝑠𝑡 𝑠𝑖𝑧𝑒𝑖𝑛 h𝑡 𝑒 𝑦𝑒𝑎𝑟 )

Life 3 years, revenue £500K, list 75000= 3 years x £500K/75000 = £20

And set permitted email acquisition cost

Don’t be shy ASK

• Ask more often• In more places• More effectively

Questions?Get answers – contact me here…

Web http://www.zettasphere.com/contact/Twitter @tawatson

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

Get Free Email Marketing Advice and Tipshttp://www.zettasphere.com/signup/