Email & Mobile Theatre; How Lucky Voice Grew Their Database 100% in 12 months to 200k
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Transcript of Email & Mobile Theatre; How Lucky Voice Grew Their Database 100% in 12 months to 200k
The Global SaaS Leader in Relationship Marketing
Lucky VoiceGrowing an audience by 100%
www.emailvision.co.uk
Dan Pilkington
Tim Watson
28th February 2012
Size is important
30% of revenue is driven from email
www.emailvision.co.uk
Who are Lucky Voice
www.emailvision.co.uk
Who are Lucky Voice
www.emailvision.co.uk
Objective and Challenge
Word of mouth40%
CRM30%
Search7%
Social media3%
Walk ins10%
Partnerships10% Objective: double the size
of our database in a year
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10,000
20,000
30,000
40,000
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100,000
50,000
100,000
www.emailvision.co.uk
Objective and Challenge
The Challenges
‒ To reach new bars customers
‒ Average bar group of 10 people – we get the booker’s email address but nine people are unknown. How do we 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
Growth strategies
9 2
www.emailvision.co.uk
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
Growth strategies – what worked!
Number 2:Social sign up rather than registration form – 40% increase in sign ups
www.emailvision.co.uk
Growth strategies – what worked!
Number 3:Online competitions – added over 12,000 email addresses
www.emailvision.co.uk
Growth strategies – what worked!
Online competitions – prizes that our ideal bars customer would want
www.emailvision.co.uk
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
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
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
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
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
Growth strategies – what worked!
Partnerships
- Use segmentation in Campaign Commander to deliver relevance to this new group
www.emailvision.co.uk
Growth strategies – what worked!
Number 6:Facebook Welcome offer – over 1,000 email addresses added
www.emailvision.co.uk
Growth strategies – what worked!
Facebook Welcome offer – bounce back Welcome email
www.emailvision.co.uk
Growth strategies – what worked!
Number 7:Facebook voting app – over 2,500 email addresses
www.emailvision.co.uk
Growth strategies – what worked!
Facebook voting app – viral effect guaranteeing friend get friend
www.emailvision.co.uk
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
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
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
Growth strategies – what didn’t work!
Post-visit survey
- We’re looking at the incentive on this – possible charity donation from us
www.emailvision.co.uk
Results
47,688 to 101,178 =
112% increase
The best thing is the quality and engagement of our list has remained identical to 2010 – size is important but only if linked to quality!
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20000
40000
60000
80000
100000
120000
www.emailvision.co.uk
Results – Where did they come from?
Web sign ups with incen-tive13%
Social sign up 14%
Online competitions23%
Friend get friend2%
Partnerships28%
Facebook Welcome2%
Facebook voting app5%
From online service10%
Events3%
www.emailvision.co.uk
www.emailvision.co.uk
Results
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%
What have we learned?
‒ 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
What next
1. 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.
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Questions
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Thanks!
Thank you for listening
If you’ve more questions about today’s presentation
or wish to find out more about Emailvision come for
a chat on stand E16
www.emailvision.co.uk
Some of our 3000 + clients
www.emailvision.co.uk