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Transcript of Grow your Email Marketing Lists
Grow Your Lists
Luke Christison
Multi-Channel Marketing Services
© 2010 Acxiom Corporation All Rights Reserved
List GrowthEmail Customer Lifecycle
Presented by
Luke Christison | Manchester | 26th May 2010
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
Traditional growth strategies
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 3
Online surveys provide a
great way to gather
customer data, product
requirements, channel
input, and more.
Surveys engage
consumers with your
brand and provide the
opportunity to contribute
thoughts and opinions,
whilst allowing the ability
to capture quality data
which can be used to
create portraits on your
customer base.
Surveys
Competitions have been
perceived to be a great
way of capturing data as
most people love to get
“something for nothing”
Be careful, as it has been
recognised that there is
churn once a competition
is finished, as such it is
important to ensure you
provide interesting and
relevant content on a
regular basis to keep
your new customer
engaged.
Competitions
CoRegistration provides
company’s with the ability
to provide offers on a
variety of high quality,
transparent Co-
Registration networks.
These offers can be used
to entice “prospects” to
provide an email address
(opt-in) in exchange for
special offers, product
news, privileges after
their “initial registration”.
Co-Registration
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 4
Today’s execution options1. Website Opt-in Forms: Attract unknown web
site visitors to opt-in for your company’s email promotions (especially since most won’t convert or return online).
2. eStore Checkout: Add a simple “yes” or “no” radio button option to request permission (opt-in) where an email address is required during checkout process on website (if you have purchasing capabilities).
3. Downloads: Add opt-in option to gain permission from MediaMall downloads (songs, images, videos).
4. Subscription Layer: Provide unique website visitor exit-triggered pop-up invitations for email opt-in.
5. Transactional Emails: Use sidebar in transactional emails to confirm opt-ins from legacy email contacts.
6. Competitions: Include opportunities to secure permission to email from compeition entries.
7. Call Center: Train and motivate call center representatives to request or validate email opt-ins.
8. Live Chat: Formalise requests for permission to send automated emails with personalised chat transcripts.
9. Forward to a Friend (FTF): Continue to share invitation to opt-in with all eligible contacts within your company’s master database.
10. Co-Registration: Continue to offer appropriate third-party site visitors an option to join your email lists.
11. List Rental: Test third-party email lists with promos to gain email opt-ins that result in conversions.
12. Social Media: Target social media sites where your target market may be reached to gain opt-ins.
13. Partnerships: Select partners to chaperon your opt-in email invites to their respective email contacts.
14. My Online Account: Enable your end users an opportunity to opt-in simply via their account online.
15. Referral Program (R4R): Request or reward prospect or customer referrals leading to new email opt-ins.
16. Email Preference Application: Enable prospects and customers to access an email preferences application to opt-in to emails available through your website.
17. Customer Reviews: Apply opt-in best practices when emails are captured via customer review submissions.
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 5
High
Medium
Low
IMP
AC
T
Higher Difficulty Average Difficulty Lower Difficulty
EASE OF IMPLEMENTATION
1. Website (Opt-in Form)
2. eStore (Checkout)
3. Downloads
4. Subscription Layer
5. Transactional Emails
6. Competitions
7. Call Center
8. Live Chat
9. Forward to a Friend (FTF)
10. Co-Registration
11. List Rental
12. Social Media
13. Partnerships
14. My Online Account
15. Referral Program (R4R)
16. Email Preference Application
17. Customer Reviews
7
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Priority
Programs
EMAIL GROWTH PLAN
Execution overview: Impact Vs Complexity
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 20106
NASCAR Fan of the Week microsite
Promoted Sprint’s sponsoring
of the NASCAR Nextel Cup
Series
Created a microsite where
fans could interact, share
stories and maybe get on TV
as “NASCAR Fan of the Week”
18,025 passionate, creative
submissions. Huge repeat
traffic. Cost per lead less than
1/10 other programs
VODAFONE PORTUGAL EMAIL MARKETING RFI 2010
Live chat integration
• Convert “live chat” to promotional
email (Connect talk to action)
• Send relevant promotions:
• Product discussed in chat
• Companion product
• Buy Now
• Collect opt-in email address
• Automated, high payback application
• The “highest performing email
application at Sprint”
VODAFONE PORTUGAL EMAIL MARKETING RFI 2010 7
Getting value out of your data
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
The standard list rental process
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 9
Comp
s
Surve
y
Co-
Reg
3rd Party
Vendor
Database(Acxiom)
Partn
er
Your
Database
1...
…
…
The Email List
2
Opt-in
Buy
Purchase the new opt-in record, with more attributes. Learn more about our customer
Your
Database
Use the additional attributes to provide more
relevant and personalised content
Name, email address
Name, email address, DOB,
physical address, postcode,
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 10
“List size is not just about growth, it’s about engagement”(Quote: Email Experience Council)
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
Delivering the right message
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 11
Comp
s
Surve
y
Co-
Reg
3rd Party
Vendor
Database(Acxiom)
Partn
er
Your
Database
1...
…
…
The Email List
2
Opt-in
Buy
Purchase the new opt-in record, with more attributes. Learn more about our customer
Your
Database
Use the additional attributes to provide more
relevant and personalised content
Name, email address
Name, email address, DOB,
physical address, postcode,
!
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 20109
Content that works
Before
Acxiom
Version
Increased performance of
monthly email standalone
campaigns
Redesigned template, look
and feel to be easier to read
(and click); strengthened
online brand presence by
focusing on must-have
innovations - not just price
11% revenue increase in
first quarter following launch;
creative for “Better Together”
email yielded approx $300k in
revenue, client's single most
successful online campaign
ever12DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
Enhancing our database
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 13
Comp
s
Surve
y
Co-
Reg
3rd Party
Vendor
Database(Acxiom)
Partn
er
Your
Database
1...
…
…
The Email List
2
Opt-in
Buy
Purchase the new opt-in record, with more attributes. Learn more about our customer
Your
Database
Use the additional attributes to provide more
relevant and personalised content
Name, email address
Name, email address, DOB,
physical address, postcode,
!
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
Understanding customer preferences
Gathered profile information
for HP business customers to
deliver customised newsletter
content
Created interactive profile
piece to visually generate a
preview of the newsletter as
preferences are submitted
60% completion rate and
dramatic increase in
subsequent engagement
14DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
Making communication relevant
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 15
Comp
s
Surve
y
Co-
Reg
3rd Party
Vendor
Database(Acxiom)
Partn
er
Your
Database
1...
…
…
The Email List
2
Opt-in
Buy
Purchase the new opt-in record, with more attributes. Learn more about our customer
Your
Database
Use the additional attributes to provide more
relevant and personalised content
Name, email address
Name, email address, DOB,
physical address, postcode,
!
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 201016
Personalising offers
Increased responses and bookings while developing new sources of revenue for Wyndham's loyalty program
Redesigned and re-thought existing newsletters and standalone campaigns to increase usability, branding & ease of scanning
CTO Rate increased 7.3% since newsletter redeployment; YOY CTO increased 29% on reactivation messages
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
Close the purchase
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 17
Comp
s
Surve
y
Co-
Reg
3rd Party
Vendor
Database(Acxiom)
Partn
er
Your
Database
1...
…
…
The Email List
2
Opt-in
Buy
Purchase the new opt-in record, with more attributes. Learn more about our customer
Your
Database
Use the additional attributes to provide more
relevant and personalised content
Name, email address
Name, email address, DOB,
physical address, postcode,
!
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
Continue the dialogue
Standard Plain Text Receipt
Branded HTML Email
18DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
From Customer Relationship Management to
Customer Managed Relationships:
• From Eye balls to Engagement
• From Shouting Louder to Listening Harder
• From Control to Empowerment
• From One Way Dialogues to Interactive Value Exchange
19DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
Making your leads count!
• Recognise customers, wherever, whenever they interact with us
• Personalise our offering & learn how best to communicate
• Ensure all communications add value engaging the customer with
the brand
20DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
Customer 1st
Consumer: “If you know me,
talk to me like you do...”
Questions
© 2010 Acxiom Corporation All Rights Reserved
"Helping to create the worlds most customer centric companies“