Integrated Lifecycle Marketing Workshop: Emerging Channels for Email List Building
36
Emerging Channels for Email List Building #EEC12 Manny Ju Director of Product Management BlueHornet
-
Upload
vivastream -
Category
Documents
-
view
474 -
download
2
description
Workshop Presentation
Transcript of Integrated Lifecycle Marketing Workshop: Emerging Channels for Email List Building
Emerging Channels for Email List Building
#EEC12
Manny JuDirector of Product Management
BlueHornet
~ 0.20%
List Growth Strategies?
List Growth Strategies?
Email List Growth Channels
Text-to-JoinMobile Sign-up Ads
Social Opt-Ins
Text-to-Join
Text-to-Join: Things to Consider
CostShort Code: Shared vs. Reserved
Promotion
Case Study
Text-to-Join = 3% total subscribers
10%-20% Higher Open Rate
8%-10% Higher Click-Through Rate
Mobile Sign-Up Ads
Mobile Sign-Up Ads
Mobile Banner Ads
COST MODEL
USER EXPERIENCE
USER INTENT
Cost-per-Valid Email Cost-per- Click
Seamless Disruptive
Deliberate Accidental?
Case Study
Target Market Moms
Email Acquisition Strategy
Mobile Sign-Up Ads on Selected Apps
App CategoriesNews & Entertainment - 35%
Health & Fitness - 19%
Games - 19%
Music - 14%
Utility - 12%
Lifestyle - 2%
Travel - 0.34%
4X List Growth10% Higher Open Rate
2X ROI
Success Story
Social
Lori Connolly, “View from the Digital Inbox 2011”Merkle, Inc.
Frequency of Checking Personal Email Account by Social Media Use
Social Sign-Ups
Case Study
One Message
One Call-to-Action
Success Story
40% Open Rate
10% Click-to-Open Rate
Success Story
24 Hours
12,000 Shares
Success Story
30%
Social Sign-Ups
30% Unique Open Rate
Case Study
40% New Email Signups46% Higher Open Rate12% Higher CTO Rate
In-Venue Experience
Mobile-Engaged
Social Influencers
Text-to-Join
Mobile Sign-Up Ads
Email Sign-Up Widget
Emerging Channelsfor Email List Growth
