building your email marketing lists

List Growth

Pure360

Marc Munier

Take notes

• Retain to grow Ensure you retain before you grow

• On boarding – properly

Manage subscriber expectations from the moment they sign up

• Capture as much as possible

A look at the most effective ways to capture as much data as possible

• Grow once they are on board Sell the growth

A little about me

There are 20,000 dots on this page, that is the number of hours that I have worked in email marketing for. Apparently it is also the number of hours it takes to become an expert in any given field so that’s why I’m talking to you today.

Take notes

• Retain to grow Ensure you retain before you grow

• On boarding – properly

Manage subscriber expectations from the moment they sign up

• Capture as much as possible

A look at the most effective ways to capture as much data as possible

• Grow once they are on board Sell the growth

Retaining – bloody important!

Unsubscribe rates vary from 1-2%

How many do you lose a year?

@2% a send – 1 a month?

January

100

1000

10000

100000

1000000

December

78

785

7,847

78,472

784,717

22

215

2,153

21,528

215,283

Over 20% of subscribers will be lost if you email them once a month if you have the average DMA unsubscribe rate

And a terrible brand experience

49% consumers make a point of NOT buying certain

brands or services.

81% of these attribute their reason to a bad personal experience with the brand

or its representatives.

Once people have unsubscribed they are highly unlikely to sign up again so make sure they have a good brand experience.

How not to reduce unsubscribe rates

Don’t make it difficult for people to unsubscribe.

How to maintain engagement

I hate to be cliché but...

Deliver engaging content which recipients want to read.

They want to hear from the team, involve:

Product Development Buyers Sales – they always have a view Dispatch Customer services Whoever are the experts in your field User Generated Content

Don’t over send

How often can I send an email?

Do you have anything new to say?

Ask them what they want

Send them surveys or anything else to show them you care

Take notes

• Retain to grow Ensure you retain before you grow

• On boarding – properly

Manage subscriber expectations from the moment they sign up

• Capture as much as possible

A look at the most affective ways to capture as much data as possible

• Grow once they are on board Sell the growth

Expectation Management

Great ways to do this:

• Link to last newsletter

Great ways to do this:

• Tell them how often you will contact them

Great ways to do this:

• Talk about frequency

“I am really glad the newsletter is back. I missed the informative wit, erudite tips, and easy links to fascinating facts.”

“Thanks for your newsletter. I enjoy your commentaries and insights tremendously. You have given me information on books which I have purchased and enjoyed.”

www.mantex.co.uk

On boarding – so so key

Get them on board while they really care about your brand and are most engaged, the first stage of this is to send them a welcome email.

Build lasting relationships

Make them welcome

Immediate On brand Informative Have a call to action

This welcome email from M&S has it all

Make them welcome

Immediate On brand Informative Have a call to action

This welcome email from figleaves is immediate only

Make them welcome

Immediate On brand Informative Have a call to action

This welcome email from Prime Location is immediate and has a weak call to action.

Make them welcome

Immediate On brand Informative Have a call to action

This welcome email from Zoopla has it all

Get a sequence going on

Welcome/Sales Positioning Building Winback

Pro

pen

sity

to B

uy

TimeGet into a pattern of email sending depending on how they behave

Take notes

• Retain to grow Ensure you retain before you grow

• On boarding – properly

Manage subscriber expectations from the moment they sign up

• Capture as much as possible

A look at the most affective ways to capture as much data as possible

• Grow once they are on board Sell the growth

Aggressive – does it pay off?

Try using a new technique which highlights the form using Jarva script. Success depends on the brand and how aggressive you are.

Two stages

40% of visitors will complete a signup form if they perceive a benefit in doing so. Provide a small incentive at the second stage to increase completion rates.

Two stages

Watch

Watch what they’re interested in by looking at what they click through to on your website

Watch

Give them a reason

Figleaves is a great example as they provide 5 clear points as to why you should subscribe.

Wording

Submit

Subscribe

Signup

or

Sign me up

Subscribe today

Subscribe now and Start Saving

Make them instructions Kudos to Smart Insights

Omnipresent

The Newsletter link should be placed in different places around the site with a slightly different call to action each time.

Omnipresent

Omnipresent

Take notes

• Retain to grow Ensure you retain before you grow

• On boarding – properly

Manage subscriber expectations from the moment they sign up

• Capture as much as possible

A look at the most affective ways to capture as much data as possible

• Grow once they are on board Sell the growth

Ideas to get growth – socially

Include links to social share sites such as Facebook and Twitter.

Pushing social

Emails are a route to social networking sites...

Push email in social

...and social networking sites are a link to your emails

Take notes

• Retain to grow Ensure you retain before you grow

• On boarding – properly

Manage subscriber expectations from the moment they sign up

• Capture as much as possible

A look at the most affective ways to capture as much data as possible

• Grow once they are on board Sell the growth

End slide

THANK YOU FOR LISTENING

Please ask lots of questions...

Go on

Follow @marcmunier and @pure360

Email marc.munier@pure360.co.uk