Dma email+ a multichannel approach to growing your list
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Transcript of Dma email+ a multichannel approach to growing your list
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DMAEmail+ - a multichannel approach to
growing your list08.30am Registration & refreshments
09.00am Welcome from chair
Richard Gibson, Return Path
09.05am Beyond the opt-in: Email list growth in a mobile, social and local world
Richard Austin, Silverpop
09.35am How to sessions
New tips and tactics for email list growth
Richard Austin, Silverpop
Maxamising your website as a touch point for growing your list
Tamara Gielen, Plan to Engage
10.10am Refreshment break
10.25am Case studies
The 9 strategies that Lucky Voice’s list size 112%
Tim Watson, Zettasphere
Integrating social media into your campaigns to grow your email list
Dave Chaffey, Smartinsights
10.55am Q&A session
11.25am Closing comments from chair
Richard Gibson, Return Path
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Email +a multichannel approach to
growing your list
Chair: Richard Gibson
Tuesday 17th
July 2012
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Internet access:
• WiFi: 15hatfields
• Password: hatfields15
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Thank you:
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Media partner:
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Dates for your diary!
• 19th Jul – DMA Awards unplugged
09:30
• 23rd Jul – Putting a price on direct
marketing
• + more to come
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What does the EMC do?
• White papers
• Best Practice
• Events
• Communications
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Interact!
• DMA website for research/white papers
& more!
• Blog: http://dmaemailblog.com/
• Infobox:
http://dmaemailblog.com/newsletter/
(archive)
• Twitter: @dmaemail #dmaemail
• LinkedIn & Facebook groups
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Beyond the opt-in: Email list growth
in mobile, social and local world Richard Austin, Silverpop
#dmaemail
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Beyond the Opt-in
Richard AustineMarketing Strategy Consultant |
@biggestof
Email List Growth in a Mobile,
Social and Local World
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Topics for Today
• Database Growth 101
• Benchmarks
• Effective Tactics
• What you should do now.
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Database Growth 101
Database growth should
not mask database churn
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Database Growth 101
Back your acquisition efforts with a
relevant, customer focussed
email programme
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How to sessions:New tips and tactics for email list growth
Richard Austin, Silverpop
#dmaemail
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Solus emailsSolus emails
SMSSMS
CouponsCoupons
QR CodesQR Codes
Call CentreCall Centre
Online Ads
(Display, PPC,
Facebook)
Online Ads
(Display, PPC,
Facebook)
SEO landing pagesSEO landing pages
BlogsBlogs
Co-registrationCo-registration
Lead GenerationLead Generation
ViralViral
SWYNSWYN
CompetitionsCompetitions
eCommerce
check out
eCommerce
check out
Service &
Transactional
emails
Service &
Transactional
emails
Trade ShowsTrade Shows
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Benchmarks
19
Benchmark = opt-in rate
Source: Email Experience Council
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Where do my Customers Engage with me?
• Website?
• Facebook?
• Instore?
• Event?
• App…?
Choose the tactic
most appropriate to that engagement
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Key Tactics
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Respond the same day!
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Summary
1. A relevant, customer focussed
email programme
2. Where do my Customers Engage
with me?
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To Do
• List your points of
engagement
• Prioritise them (top 5)
• Quick & easy opt-in
• Respond quickly
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Any Questions?
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How to sessions:Maximising your website as a touch point for growing your
list
Tamara Gielen, Plan to Engage
#dmaemail
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Maximising your website
as a touch point for
growing your listKath Pay
Plan to Engage
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
About Plan to Engage
• Email Marketing Strategy
• Email Design & Coding
• Deliverability Support
• Email Vendor Selection
• Conversion Optimization
• Workshops & Training
Courses
www.PlanToEngage.com
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Why?
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
It all comes down to ROI
– doesn’t it?• Is acquiring more
customers/subscribers
an objective?
• Have you spent
budget on
PPC/Viral/Banners/Em
ail etc to drive traffic?
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When?Utilise all touch points
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Turn a visit into a lead
• Find excuses to gather contact details
• Less is more – don’t scare people
• Offer multiple channels
• Ensure Ad & Landing Page match
• Test and improve the entire subscriber journey
• This is a critical process
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How?
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Main aim: Get permission
You can always get more data later
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
3 Elements to Registration• Visibility
• Can people see it?
• On every page?
• Value
• Why should they bother?
• Ease
• How long will it take?
• Does it look painful?
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Visibility
Can it be easily found?
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Above the Fold & incentivised
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Is a Pop-up for you?
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Lightbox Case Study:
The EmailGuide
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Lightbox Signup
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Results
• Added lightbox to display after 10 seconds
• Only every 7 days
• Very customisable
• Increase of 400% in signups
• Best results was a combination of standard signup form
plus lightbox
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Value
What’s in it for them? Make it clear and obvious
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Reciprocity
• Create a “value exchange” that suits you and
your prospect
• People know how valuable their personal data is
• It needs to be traded for
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Benefits are clear
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Leverage the Rule of 3
• Historically been used in storytelling – fairytales,
myths and some of our greatest stories.
• A story is broken into beginning, middle and end.
• Three act structure is used in screenwriting for
Hollywood
• 3 bullet points are better than 2 or 4
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Why 3?
• Humans learn from patterns
• 3 is the smallest pattern which can be produced
• Also been conditioned in us over the years
• Think…..
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Some obvious ones…
• Father, Son & Holy Spirit
• Blood, Sweat & Tears
• Faith, Hope & Charity
• 3 Little Pigs
• 3 Wise Men
• 3 Musketeers
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Every man has his price• Download a report,
• Subscribe to a mailing
• Gain access to a VIP area
• Access to other people in a forum
• Save time
• Save money
• Bribery - £5 off your order
• Something for nothing
• Competitions
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Think about data quality...
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Incentivisation works!
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Could be as simple as this….
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Ease
Will I spend my life filling in this form?
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
How long can the form be?• It depends!
• Is the reward worth the effort?
• Use mandatory and optional fields
• Use branching for relevant questions
• Lay out over several pages
• Encourage people to keep going!
• Test, Test, Test!
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Only collect
what is
necessary
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Progressive Registration
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
On the next page…
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Verify information on the go
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
If it’s long.....use a barometer...
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Or why not use Facebook….
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Case Study: Marketo
Short (5)
Conversion: 13.4%
Cost per: $31.24
Medium (7)
Conversion: 12.0%
Cost per: $34.94
Large (9)
Conversion: 10.0%
Cost per: $41.90
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Thank You !
Where do you want them to go?...and maybe a chance to gather more information?
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Point them in the right direction
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Gathering more information…
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Lots of details
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Welcome !
Make the most of this opportunity
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Set Expectations….
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Make the most of this
‘Honeymoon period’
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Leverage the Rule of 3
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
3 bullet points…
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
How about a Welcome Programme?
Day 1 of subscription
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Maximise this fabulous opportunity
Day 3 of subscription
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
3 emails in 6 daysDay 5 of subscription
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How good is your un-subscribe?
Success is the number of people who do not take action!
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Find out why they unsubscribed
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
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©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Incentivise to Update Profiles
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Testing
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Refreshment break
#dmaemail
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Case studies
Integrating social media in to your campaigns to grow your
email list
Dave Chaffey, Smartinsights
#dmaemail
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10 Questions to
review how you
grow your list
using
social media marketing
Dr Dave Chaffey
SmartInsights.com
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About Dave Chaffey• Books
� Best-practice advice & consultingwww.smartinsights.com
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Q1. Where is your opt-in potential?
TO THISFROM THIS
Source: Nate Elliot, Analyst at Forrester Research on “IBE”
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Making the 3 layers work together
Source Nate Elliot, Analyst at Forrester Research
Reach
layer
Interaction
layer
Transaction
layer
Example:
Sneakerpedia
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Q2. What is your content strategy?
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Q3. Do you have a calendar of
powerful content/promotions to support
opt-in?
Download “Building your Business with Facebook Pages”
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Q4. Is Facebook opt-in compelling?
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Q5. Are you using the right
engagement devices?
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Success factors
According to Jas Dhaliwal
Head of communities
1.Content
Own + Curated
2. Community
Listen to build better
products and offer
better service
3. Customer service
Dedicated support
channel – encourage to
log ticket
4. Collaboration
Encourage community
to help others
View case study
Q6. Do you have an
engaged community?
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Example: fre
e digita
l
marketin
g planning
template
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Q7. Are you building your
own community?
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1
0
6
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Follow the Mother
Monster?
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Q8. Are you giving sustained
engagement?
1
0
8
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Q9. Are you using social sign-on
to support social CRM?
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Source: Smart Insights - Social Sign-on/in
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1
1
1
http://www.facebook.com/ford
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Sustained onlin
e
campaigns
1
1
2
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Ford Social H
ub
with
Social S
ign-on
1
1
3
https://social.ford.com/members/sign-up/
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1
1
4
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Build
in social s
harin
g
into contact s
trategies
1
1
5
Source: eCircle case study
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uk.linkedin.com/in/davechaffey
facebook.com/smartinsights
twitter.com/smartinsights
• Blog• www.smartinsights.com/blog
• Feeds• www.feedburner.com/smartinsights
• Free Enewsletter• www.smartinsights.com/membershi
p
Let’s Connect!
Questions & discussion welcome
Download: SmartInsights.com/tfma2012
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Case studiesThe 9 strategies that grew Lucky Voice’s list size 112%
Tim Watson, Zettasphere
#dmaemail
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www.emailvision.com
9 strategies that grew Lucky Voice’s list size 112%
A case study from Emailvision
Tim Watson, Zettasphere
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Size is important
30% of revenue is driven from email
www.emailvision.co.uk
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Who are Lucky Voice
www.emailvision.co.uk
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Objective and Challenge
Objective: double the
database size in a year
www.emailvision.co.uk
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Objective and Challenge
The Challenges
‒To reach new bars customers
‒Average bar group of 10 people – Lucky Voice get the booker’s email address but nine people are unknown. How to reach them?
‒To get as much useful data from new sign ups as possible so we can use clever segmentation in Campaign Commander
www.emailvision.co.uk
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Growth strategies
9 2
www.emailvision.co.uk
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Growth strategies – what
worked!Number 1:Incentivised sign up on the website – 92% increase in sign ups
Collected email,
nearest bar, day and
month of birthday –
perfect for birthday
communications.
www.emailvision.co.uk
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Growth strategies – what
worked!Number 2:Social sign up rather than registration form – 40% increase in sign ups
www.emailvision.co.uk
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Growth strategies – what
worked!Number 3:Online competitions – added over 12,000 email addresses
www.emailvision.co.uk
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Growth strategies – what
worked!Online competitions – prizes that our ideal bars customer would want
www.emailvision.co.uk
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Growth strategies – what
worked!Online competitions
-Tracked this new segment in Campaign Commander – no drop off
-Welcome campaign to introduce them to the brand with offer
www.emailvision.co.uk
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Growth strategies – what
worked!Number 4:Encourage booker to share details of the group – over 1,500 new contacts
- Use confirmation email to encourage sharing to get discount card
www.emailvision.co.uk
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Growth strategies – what
worked!Deliver value to the customers in exchange for email address – not monetary
- Build a playlist online for your bars visit
www.emailvision.co.uk
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Growth strategies – what
worked!Delivering value in exchange for email address
- Welcome campaign to introduce them to the brand with offer
www.emailvision.co.uk
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Growth strategies – what
worked!Number 5:Partnerships – leveraging our white label to add to our bars database
- Added over 15,000 email addresses based on location and age
www.emailvision.co.uk
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Growth strategies – what
worked!Partnerships
- Use segmentation in Campaign Commander to deliver relevance to this new group
www.emailvision.co.uk
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Growth strategies – what
worked!Number 6:Facebook Welcome offer – over 1,000 email addresses added
www.emailvision.co.uk
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Growth strategies – what
worked!Facebook Welcome offer – bounce back Welcome email
www.emailvision.co.uk
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Growth strategies – what
worked!Number 7:Facebook voting app – over 2,500 email addresses
www.emailvision.co.uk
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Growth strategies – what
worked!Facebook voting app – viral effect guaranteeing friend get friend
www.emailvision.co.uk
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Growth strategies – what
worked!Number 8:Events in our bars – over 1,000 email addresses
- Raffle entry in exchange for email address
www.emailvision.co.uk
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Growth strategies – what
worked!Number 9:Cross-selling bars to our online database – over 5,000 addresses added
- Using Campaign Commander to provide relevance to potential bars customers
www.emailvision.co.uk
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Growth strategies – what
didn’t work!In bar promotions to get email addresses
- Shots offered, console at Reception – poor address quality and low take up
www.emailvision.co.uk
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Growth strategies – what
didn’t work!Post-visit survey
- Looking at the incentive on this – possible charity donation from us
www.emailvision.co.uk
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Results
47,688 to 101,178 =
112% increase
The best thing is the quality and engagement of the list has remained
identical to 2010 – size is important but only if linked to quality!
www.emailvision.co.uk
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Results – Where did they
come from?
www.emailvision.co.uk
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Results
www.emailvision.co.uk
Average open rate from new subscribers: 19%
Average click through rate from new subscribers: 3%
Average open rate across all subscribers: 16%
Average click through across all subscribers: 2%
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What Lucky Voice learnt
- Pre-event collection works better than post-event
- Essential to collect useful data alongside email address – location and birthday
- Choose incentives carefully for the right audience (including prizes)
- Leverage partnerships and other data more effectively
www.emailvision.co.uk
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What next1. Social sign-in and notifications
2. Playlist building
3. Online booking
4. Looking at how social and email can work together
Social as first touch point, build brand awareness, first step to email which
drives revenue.
www.emailvision.co.uk
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Questions
www.emailvision.co.uk
Let’s Connect – Tim Watson
@tawatson
http://uk.linkedin.com/in/tawatson
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Q&A SessionRichard Austin, Silverpop
Kath Pay, Plan to Engage
Tim Watson, Zettasphere
Dave Chaffey, Smartinsights
#dmaemail
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Closing remarks Richard Gibson, Return path
#dmaemail