grow your email marketing lists

Grow Your Lists

Luke Christison

Multi-Channel Marketing Services

© 2010 Acxiom Corporation All Rights Reserved

List GrowthEmail Customer Lifecycle

Presented by

Luke Christison | Manchester | 26th May 2010

DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010

Traditional growth strategies

DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 3

Online surveys provide a

great way to gather

customer data, product

requirements, channel

input, and more.

Surveys engage

consumers with your

brand and provide the

opportunity to contribute

thoughts and opinions,

whilst allowing the ability

to capture quality data

which can be used to

create portraits on your

customer base.

Surveys

Competitions have been

perceived to be a great

way of capturing data as

most people love to get

“something for nothing”

Be careful, as it has been

recognised that there is

churn once a competition

is finished, as such it is

important to ensure you

provide interesting and

relevant content on a

regular basis to keep

your new customer

engaged.

Competitions

CoRegistration provides

company’s with the ability

to provide offers on a

variety of high quality,

transparent Co-

Registration networks.

These offers can be used

to entice “prospects” to

provide an email address

(opt-in) in exchange for

special offers, product

news, privileges after

their “initial registration”.

Co-Registration

DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 4

Today’s execution options1. Website Opt-in Forms: Attract unknown web

site visitors to opt-in for your company’s email promotions (especially since most won’t convert or return online).

2. eStore Checkout: Add a simple “yes” or “no” radio button option to request permission (opt-in) where an email address is required during checkout process on website (if you have purchasing capabilities).

3. Downloads: Add opt-in option to gain permission from MediaMall downloads (songs, images, videos).

4. Subscription Layer: Provide unique website visitor exit-triggered pop-up invitations for email opt-in.

5. Transactional Emails: Use sidebar in transactional emails to confirm opt-ins from legacy email contacts.

6. Competitions: Include opportunities to secure permission to email from compeition entries.

7. Call Center: Train and motivate call center representatives to request or validate email opt-ins.

8. Live Chat: Formalise requests for permission to send automated emails with personalised chat transcripts.

9. Forward to a Friend (FTF): Continue to share invitation to opt-in with all eligible contacts within your company’s master database.

10. Co-Registration: Continue to offer appropriate third-party site visitors an option to join your email lists.

11. List Rental: Test third-party email lists with promos to gain email opt-ins that result in conversions.

12. Social Media: Target social media sites where your target market may be reached to gain opt-ins.

13. Partnerships: Select partners to chaperon your opt-in email invites to their respective email contacts.

14. My Online Account: Enable your end users an opportunity to opt-in simply via their account online.

15. Referral Program (R4R): Request or reward prospect or customer referrals leading to new email opt-ins.

16. Email Preference Application: Enable prospects and customers to access an email preferences application to opt-in to emails available through your website.

17. Customer Reviews: Apply opt-in best practices when emails are captured via customer review submissions.


High

Medium

Low

IMP

AC

T

Higher Difficulty Average Difficulty Lower Difficulty

EASE OF IMPLEMENTATION

1. Website (Opt-in Form)

2. eStore (Checkout)

3. Downloads

4. Subscription Layer

5. Transactional Emails

6. Competitions

7. Call Center

8. Live Chat

9. Forward to a Friend (FTF)

10. Co-Registration

11. List Rental

12. Social Media

13. Partnerships

14. My Online Account

15. Referral Program (R4R)

16. Email Preference Application

17. Customer Reviews

7

1

4

1

1

1

0

91

3

1

7

5 1

3

1

6

1

2

24 6 8

1

5

Priority

Programs

EMAIL GROWTH PLAN

Execution overview: Impact Vs Complexity


NASCAR Fan of the Week microsite

Promoted Sprint’s sponsoring

of the NASCAR Nextel Cup

Series

Created a microsite where

fans could interact, share

stories and maybe get on TV

as “NASCAR Fan of the Week”

18,025 passionate, creative

submissions. Huge repeat

traffic. Cost per lead less than

1/10 other programs

VODAFONE PORTUGAL EMAIL MARKETING RFI 2010

Live chat integration

• Convert “live chat” to promotional

email (Connect talk to action)

• Send relevant promotions:

• Product discussed in chat

• Companion product

• Buy Now

• Collect opt-in email address

• Automated, high payback application

• The “highest performing email

application at Sprint”

VODAFONE PORTUGAL EMAIL MARKETING RFI 2010 7

Getting value out of your data


The standard list rental process


Comp

s

Surve

y

Co-

Reg

3rd Party

Vendor

Database(Acxiom)

Partn

er

Your

Database

1...

…

…

The Email List

2

Opt-in

Buy

Purchase the new opt-in record, with more attributes. Learn more about our customer

Your

Database

Use the additional attributes to provide more

relevant and personalised content

Name, email address

Name, email address, DOB,

physical address, postcode,

DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 10

“List size is not just about growth, it’s about engagement”(Quote: Email Experience Council)


Delivering the right message


Comp

s

Surve

y

Co-

Reg

3rd Party

Vendor

Database(Acxiom)

Partn

er

Your

Database

1...

…

…

The Email List

2

Opt-in

Buy


Your

Database



Name, email address



!


Content that works

Before

Acxiom

Version

Increased performance of

monthly email standalone

campaigns

Redesigned template, look

and feel to be easier to read

(and click); strengthened

online brand presence by

focusing on must-have

innovations - not just price

11% revenue increase in

first quarter following launch;

creative for “Better Together”

email yielded approx $300k in

revenue, client's single most

successful online campaign

ever12DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010


Enhancing our database


Comp

s

Surve

y

Co-

Reg

3rd Party

Vendor

Database(Acxiom)

Partn

er

Your

Database

1...

…

…

The Email List

2

Opt-in

Buy


Your

Database



Name, email address



!


Understanding customer preferences

Gathered profile information

for HP business customers to

deliver customised newsletter

content

Created interactive profile

piece to visually generate a

preview of the newsletter as

preferences are submitted

60% completion rate and

dramatic increase in

subsequent engagement

14DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010


Making communication relevant


Comp

s

Surve

y

Co-

Reg

3rd Party

Vendor

Database(Acxiom)

Partn

er

Your

Database

1...

…

…

The Email List

2

Opt-in

Buy


Your

Database



Name, email address



!


Personalising offers

Increased responses and bookings while developing new sources of revenue for Wyndham's loyalty program

Redesigned and re-thought existing newsletters and standalone campaigns to increase usability, branding & ease of scanning

CTO Rate increased 7.3% since newsletter redeployment; YOY CTO increased 29% on reactivation messages


Close the purchase


Comp

s

Surve

y

Co-

Reg

3rd Party

Vendor

Database(Acxiom)

Partn

er

Your

Database

1...

…

…

The Email List

2

Opt-in

Buy


Your

Database



Name, email address



!


Continue the dialogue

Standard Plain Text Receipt

Branded HTML Email



From Customer Relationship Management to

Customer Managed Relationships:

• From Eye balls to Engagement

• From Shouting Louder to Listening Harder

• From Control to Empowerment

• From One Way Dialogues to Interactive Value Exchange



Making your leads count!

• Recognise customers, wherever, whenever they interact with us

• Personalise our offering & learn how best to communicate

• Ensure all communications add value engaging the customer with

the brand


Customer 1st

Consumer: “If you know me,

talk to me like you do...”

Questions

grow your email marketing lists

Technology