Integrated Lifecycle Marketing Workshop: Emerging Channels for Email List Building
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Transcript of Integrated Lifecycle Marketing Workshop: Emerging Channels for Email List Building
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Emerging Channels for Email List Building
#EEC12
Manny JuDirector of Product Management
BlueHornet
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~ 0.20%
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List Growth Strategies?
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List Growth Strategies?
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Email List Growth Channels
Text-to-JoinMobile Sign-up Ads
Social Opt-Ins
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Text-to-Join
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Text-to-Join: Things to Consider
CostShort Code: Shared vs. Reserved
Promotion
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Case Study
Text-to-Join = 3% total subscribers
10%-20% Higher Open Rate
8%-10% Higher Click-Through Rate
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Mobile Sign-Up Ads
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Mobile Sign-Up Ads
Mobile Banner Ads
COST MODEL
USER EXPERIENCE
USER INTENT
Cost-per-Valid Email Cost-per- Click
Seamless Disruptive
Deliberate Accidental?
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Case Study
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Target Market Moms
Email Acquisition Strategy
Mobile Sign-Up Ads on Selected Apps
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App CategoriesNews & Entertainment - 35%
Health & Fitness - 19%
Games - 19%
Music - 14%
Utility - 12%
Lifestyle - 2%
Travel - 0.34%
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4X List Growth10% Higher Open Rate
2X ROI
Success Story
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Social
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Lori Connolly, “View from the Digital Inbox 2011”Merkle, Inc.
Frequency of Checking Personal Email Account by Social Media Use
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Social Sign-Ups
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Case Study
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One Message
One Call-to-Action
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Success Story
40% Open Rate
10% Click-to-Open Rate
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Success Story
24 Hours
12,000 Shares
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Success Story
30%
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Social Sign-Ups
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30% Unique Open Rate
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Case Study
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40% New Email Signups46% Higher Open Rate12% Higher CTO Rate
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In-Venue Experience
Mobile-Engaged
Social Influencers
Text-to-Join
Mobile Sign-Up Ads
Email Sign-Up Widget
Emerging Channelsfor Email List Growth