Post on 19-Aug-2020
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Getting Hand Raisers: Acquiring and Onboarding Contacts for Your Email ProgramCatherine MearsApril 2, 2019
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The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
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Agenda
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1 Acquire New Contacts (that are meaningful to your business)
2 Onboard New Contacts (red carpet)
3 Ideas for Future Segmentation
4 Questions?
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Hi! Who am I?
Catherine MearsEmail Marketing Manager
Pentair#emailgeek@catmears
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ACQUIRE NEW SUBSCRIBERS
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•“Failure to plan means planning to fail”
•Are conversions / new subscribers enough?
•Incentives
Contact Acquisition – Set Goals
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Contact Acquisition – Define Personas
FISH FARMERSBusiness owners that care about profitability and sustainability
POND MANAGEMENTMunicipal workers that prize minimal down-time or maintenance
HOBBYISTSPeople enjoy fish
Koi ponds, small-scale hydroponics
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Contact Acquisition – Your “Not” Personas
You probably wouldn’t target “all dogs” just like you wouldn’t target all “people”.
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Contact Acquisition - Tactics
• Retail store POS • Social media
• Paid
• “Look-alike” modeling
• Paid search
• Organic Search
• E-commerce POS
• Pop-up email sign-ups
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•“Unproven” methods•Conversion rate / cost per subscriber
•Lifetime value
Contact Acquisition – Testing
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Contact Acquisition – No-Brainers
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ONBOARDING NEW SUBSCRIBERS
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•GDPR = best practice•Utilize “test” email addresses (user + test@domain.com)
Onboarding – Legal Requirements
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•“Ghosted” scenario•Less frequent senders
•No email(s) to new subscriber
•“New email; who dis?”
Onboarding – Why Bother
•“Firehose” scenario•Added to regular email cadence
•No acknowledgement of new subscriber status
•Minimal or no personalization
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•“Warm-up” campaign•Double opt-in
•New contacts get “unconfirmed” status
•Gold standard
Onboarding – Different Methods
•“Welcome” campaign•Acknowledge new subscription
•Verifiable sources
•New contacts get “onboarding” status
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Onboarding – Determine Method
• Retail store POS
• Entered correctly?
• Permission properly communicated?
• Offline lead capture
• Tradeshow booth visit?
• Business card?
• E-commerce website
• New customer?
• New prospect?
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Onboarding– How-To
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•Check form settings
•Test inbound sources, like API access tokens
•Review audit log
Onboarding– How-To
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•Explicit Preferences•Preference center•List management
Future Segmentation – Manage Preferences
•Implicit Preferences•Pages / categories visited•Products / categories purchased
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• Customer Value segments− AOV over / under− Total # of orders− Lifetime revenue− Discount / sale buyers− Full-price only buyers
Segmentation - Ideas
• Lifecycle segments− New prospects− New customers− Repeat customers− Lapsed customers
• Category segments− “Shoe only” buyers− “Brand A” only buyers
• Email Engagement segments− Clicked-through specific delivery group − Last click date− Converted from delivery / delivery
group
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Q&A
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THANK YOU