Top Tips and Techniques for Growing Your Email Subscriber List

Joel Book Principal, Marketing Research & EducationExactTarget

Welcome!Joel BookExactTarget, Inc.

jbook@exacttarget.comEmailMarketingbytheBook.com@JoelBookhttp://www.linkedin.com/in/joelbook

• Principal, ExactTarget Marketing Research and Education Group• 35 years experience in data-driven, technology-enabled marketing• Passionate advocate for relevant and responsible marketing

Why is this Session So Important?

• 93% of U.S. online consumers are email subscribers, receiving at least one permission-based email per day. (ExactTarget)

• 66% of consumers have made an email-triggered purchase. (ExactTarget)

• 59% of B2B Marketers Say Email is their Most Effective Channel for Generating Revenue. (BtoB Magazine)

• 40% of emails are now being read on a mobile device. Up 300% in the past 2 years alone! (Return Path)

@JoelBook @ExactTarget

• Where Buyers Engage First• Enables Access to Content• Promotes Email Subscription

Websites are the Gateway to Engagement

Trade Shows

Sponsored Events

Print Advertising

Direct Mail

Social Media

Broadcast Advertising

Public Relations

EducationalWebinar

Search Engine Marketing

Word of Mouth

Online Advertising

Email Marketing

71% of new business leads will come from the corporate or brand website by 2015.Source: SiriusDecisions

Websites are #1 for Email Subscriber Acquisition

35% of a company’s “most valuable” email subscribers are acquired via the corporate or brand website.Source: The Relevancy Group

Online Advertising

Print Advertising

Marketing Events

Acquisition Tactics

Social Media

Search (SEO and PPC)

Lead Generation

Website Visit

The Customer Life CycleProduct

EvaluationProduct Purchase

Product Usage

R /Re-Purchase/Renewal

Brand Loyalty

The Path to Purchase Begins with Search

59% percent of B2B marketers and 49% of B2C marketers say SEO has the greatest impact on lead generation.

Source: Webmarketing 1232012 State of Digital Marketing

iPhone AppRetailers

eNewsletterBlog

Facebook TwitterWebsite

Text Alerts

Scotts Alert: Now is the perfect time to apply Scotts Turf Builder WinterGuard Fall Lawn Fertilizer to your lawn. Reply STOP to end alerts. Other charges apply.

Engagement begins with registration at Scotts.com 

Scotts gives website visitors “a reason” to register.

Scotts invites website visitors to subscribe to Lawn Care Update

Scotts Converts Website Visitors to Subscribers

Scotts Teaches Consumers What Scotts Products to Use, When to Use them, and How

Results• Scotts research shows Lawn Care Update subscribers use 1.5 more Scotts products than non‐subscribers 

Objectives• Deliver Personalized Content to Consumers • Drive Traffic to Channel Partners• Expand Scotts “Brand Advocates” Community

Overview• Started in Spring 2000• Subscribers: 1,800,000+• 355 unique geo‐demographic versions

MagazineVolvo Construction Dealers

Trade Shows

Monthly Email Newsletter

Weekly Remarketing Email

Twitter YouTubeWebsite

Volvo CE Cross‐Channel Marketing Strategy

Volvo Construction Equipment uses SEO effectively!

Invites websites visitors to subscribe to a Volvo Construction Equipment e‐newsletter

Website visitors are invited to subscribe to Volvo Construction Equipment’s eNewsletters

VOLVO USES EMAIL TO HELP DEALERS SELL EQUIPMENT

VOLVO USES EMAIL TO HELP DEALERS SELL EQUIPMENT

Western River Expeditions Uses SEO to Attract Customers

Western River Expeditions Uses SEO to Attract Customers

#1 in “Natural Search” Results

Western River invites website visitors to first identify their trip preferences

Western River then invites prospective clients to opt‐in and submit their information request

• Aids the Buying Process• Improves Service• Maximizes Retention

@JoelBook @ExactTarget

Source: BtoB Magazine, 2012

Marketing to the Power of ONE

Your Best Customers

are Your Best

Marketers

3 Surprising Findings about Brand Advocates

of brand advocates recommend products or services weekly

consider buying the product recommended by a Brand Advocate

actually buy the product recommended       by a Brand Advocate

Source: Zuberance

HITACHI USES EMAIL HELP IT PROFESSIONALS MAKE

SMART DECISIONS

HITACHI USES EMAIL HELP IT PROFESSIONALS MAKE

SMART DECISIONS

Hitachi Data Systems Attracts New Email

Subscribers through Social Sharing

Hitachi Data Systems Attracts New Email

Subscribers through Social Sharing

“Share This”

“Forward to a Friend”

• Introduced in June, 2004• Only great tasting low

carbohydrate pasta on market

• Appeals to diabetics, low carb dieters, and people seeking higher fiber

• Costs about double the retail of regular pasta

Dreamfields Pasta Uses Email to Drive Purchase and

Word-of-Mouth Referral

Dreamfields is a client of HyperDrive Interactive

In 7 years, Dreamfields has . . . ‐ Grown its consumer email subscriber base to 614,000+‐ Grown its healthcare professionals email subscriber base to 48,000+‐ Produced 7X increase in sales from 3M pounds to 22M pounds

Dreamfields does a great job of converting Facebook “Fans” to Email Subscribers!

• Increases Brand Awareness• Fuels the Conversation• Attracts New Customers

@JoelBook @ExactTarget

Social Media is Driving Leads and Sales

75% of social media users say email is the best way for companies to communicate with them. (MarketingSherpa)

Without a plan to convert Fans and Followers to Email Subscribers, social media is little more than a tactic in search of a strategy. (Tweet This!)

Each Week, Crocs Converts 500+

Facebook Fans to Crocs Email Subscribers!

Each Week, Crocs Converts 500+

Facebook Fans to Crocs Email Subscribers!

Crocs Invites Facebook Fans to become Crocs Email Subscribers

Crocs Email Subscription Center

Crocs’ “Deal of the Week” EmailPersonalized to Subscriber Preferences

Crocs is a client of Digital Evolution Group

Ticketmaster Gives Fans and Followers a Reason

to Subscribe!

Scotts Invites Facebook Fans to Subscribe to

Lawn Care Update

( And 50% Convert! )

Lawn Care Update subscription invitation

• Delivers Exclusive Offers• Drives Traffic• Extends Customer Service

@JoelBook @ExactTarget

The State of Mobile Content Marketinghttp://www.slideshare.net/ExactTarget

84% of Consumers Use Tablets and Smartphones to Read and Respond to Email

The Number of U.S. Smartphone Users will grow to 137.5 million in 2013.

Source: eMarketer

40% of All Emails Sent are Now Opened and Read on a Mobile Device.

Source: Return Path

By the end of 2013, 1.4 billion smartphones will be in use worldwide, up 44% over 2012.

[ 798MM Android, 294MM Apple iOS, 45MM Windows ]

Source: ABI Research

The Number of US Tablet Users will grow to 108 million in 2013 The Number of US Tablet Users will grow to 108 million in 2013

The Apple iPad

108MM US Tablet Users

46% of CMOs believe mobile, smartphone, and tablet adoption will impact email programs in 2013.Source: MarketingSherpa2012 Email Marketing Benchmark Report

About Pei Wei Asian Diner• Parent company: P. F. Chang’s• 170 locations in U.S.• Offers freshly prepared Asian

items influenced by the cuisines of China, Japan, Korea, Vietnam, and Thailand.

• Headquarters: Scottsdale, AZ

Pei Wei Asian Diner Uses Cross-Channel Strategy to Add New Email Subscribers

Objectives:• Drive traffic to Pei Wei’s 170 stores• Add new email subscribers

Channels Used:• In‐Store Digital Signage• Mobile [SMS]• Landing Page

Pei Wei Asian Diner Used In-Store Signage to

Promote a Special Offer

Pei Wei invited restaurant guests to take advantage of a buy‐one, get‐one free promotion for its new Caramel Chicken entree. 

Pei Wei Makes it Easy for Guests to Opt-in to the Promotion using SMS

Over a 14 day period, guests were invited to text and receive a buy‐one, get‐one free coupon via email for its new Caramel Chicken entree. 

80565

Caramel JoelBook@ATT.net

Pei Wei wanted to take advantage of email to launch a new limited time offering. Using mobile allowed guests easily opt‐in to Pei Wei’s email program.

The Pei Wei Asian Diner Email sign-up form captures:• Email Address• Physical Address• Birthday Month & Day• Favorite Pei Wei

Welcome Email Sent to all New Email

Subscribers

Bar-Coded Email Coupons Drive

Consumers to StoresCampaign Results:• Generated more than 18,000 new email subscribers in just two weeks.

• Produced coupon redemption rates of 20%! 

CareFirst BCBS is a client of Meers Advertising

• The largest health care insurer in the Mid‐Atlantic region, serving 3.4 million members

• Provides services to individuals and groups in Maryland, the District of Columbia and portions of northern Virginia

Marketing Objectives• Generate leads within the 

Individual Health Insurance Market for CareFirst BlueCross Blue Shield

• Make it easy for individuals to obtain a quote using a proprietary Mobile Messaging Business Process

Marketing Strategy• Target the Individual Health Insurance Market                     [ 25 ‐ 44 year olds ]

• Use signage at rail and bus stations to invite individuals to obtain an instant insurance quote via text

• Individual texts the word “HEALTHY” to 74574

How it Works

• Individual receives an automated text reply requesting her age.

• There are three routes she can go to get a quote:– Text to Quote– Mobile Website– Unique Phone Number

How it Works

• She replies by sending her age.

• Prompted to reply with gender.

How it Works

• She replies with gender• Prompted to reply with Zip Code

How it Works

• Replies with Zip Code• Prompted to reply with email address

How it Works

• She replies with her email address

• Receives an instant quote via text

• Receives follow‐up text announcing how to apply

How it Works

Auto Reply EmailCareFirst sends this follow‐up email to prospective customers prompting them to apply. 

Results• Campaign ran 20 Weeks• Generated 449 Inquiries• Produced 201 Leads• Increased Sales 10%

Siemens Healthcare Uses MobileConnect™

to Convert Trade Show Attendees to Email Subscribers

Siemens Healthcare Uses MobileConnect™

to Convert Trade Show Attendees to Email Subscribers

Tradeshow Attendees are Invited to Text UPDATES to Receive Program Updates via SMS

Attract• Use SEO and SMS to attract potential customers to your website• Leverage social media. Invite “Fans & Followers” to Subscribe• Promote email sharing (Your Brand Fans are Your Best Marketers)

Engage• Design your website/landing page to drive opt‐in. Keep it simple.• Give visitors a “reason” to subscribe; Provide an incentive• Show example of the email(s) the subscriber will receive.

Serve• Send Welcome Email to thank the customer for subscribing• Invite subscribers to identify needs, interests, preferences• Ask “Who else could benefit from this information?”

Building Your Email List How to Do It Right!

Thanks!Joel BookExactTarget, Inc.

jbook@exacttarget.comEmailMarketingbytheBook.com@JoelBookhttp://www.linkedin.com/in/joelbook