Grow Your Email Database…

…Grow Your Business!

WHAT’S IN

SIDEWhat’s Inside…

• “Get Cultured”

• How to “Get Cultured”

• Top 5 Email Database Growth Killers

• Defining Permission Based Opt-Ins

• 10 Strategies for Building Your Email Database

• 35 Tactics to Execute the 10 Strategies

GET CULTU

REDGet Cultured

Make growing the email database a strategic priority!

HOW

DO YO

U GET CU

LTURED?

How Do You Get Cultured?

Keep and publish a growth scorecard

Do internal trainings on

importance of email marketing

Showcase success stories/case

studies

Use internal sales contests and

interdepartmental comparisons

HOW

DO YO

U GET CU

LTURED?

How Do You Get Cultured?

Keep and publish a growth scorecard

Do internal trainings on

importance of email marketing

Showcase success stories/case

studies

Use internal sales contests and

interdepartmental comparisons

Get managing partner to talk

about importance

Get team leaders to talk about importance

Compensation to successful teams

Pass on reports/stats on importance of email growth

THE TOP 5 EM

AIL DATABASE GROW

TH KILLERSThe Top 5 Email Database Growth Killers

1. “Dirty” lists2. No share of mind3. No accountability4. No process5. No infrastructure

THOU

SHALT NOT

Thou Shalt Not…The 3 Golden Rules

1. Purchase an email database2. Compile a list/Research contacts

to add to database3. Email any contact that has not

opted in to receive information

DEFININ

G PERMISSIO

NDefining Permission

Companies that send promotional emails only to prospects who have requested to receive such correspondence practice permission based email marketing.

Prospects must “opt-in”, before they get on your email distribution lists

MAKE REQ

UESTS O

N-SITE

Strategy 1 – Make Requests On-Site

1. Make Requests On-Site

Where to publish?• Navigation bar• Home page• “Parent” pages• Blog

MAKE REQ

UESTS O

N-SITE

Tactic 1 – Subscribe CTA button

Use a CTA : "Subscribe to / Join our …."

MAKE REQ

UESTS O

N-SITE

Tactic 2 – CTA with Incentive

Use CTA with an incentive: "Subscribe / join and get …"

Subscribe to Our Newsletter!

Our Special Thanks: Free 10 Point Action Plan for Paying Less Corporate Income Tax

incentive

MAKE REQ

UESTS O

N-SITE

Tactic 3 – Encourage Blog Comments

Blog comments - require email address

Capture email here

MAKE REQ

UESTS O

N-SITE

Tactic 4 – Pop-ups

Consider using relevant and timely popups: "Subscribe/join…”

MAKE REQ

UESTS O

N-SITE

Tactic 5 – Archived Newsletter Web Page

Create an onsite archived newsletter page with a prominent CTA: “Click here to receive latest newsletters”

Capture email here

MAKE REQ

UESTS O

FF-SITEStrategy 2 – Make Requests Off-Site

2. Make Requests Off-Site

Where to publish?• Outbound emails• Newsletters

MAKE REQ

UESTS O

FF-SITETactic 1 – Outgoing Emails

Add link from all outgoing email to "join/subscribe" landing page

Link included in signature

MAKE REQ

UESTS O

FF-SITETactic 2 – Forward to a Friend

Forward offer/newsletter to a friend

MAKE REQ

UESTS O

FF-SITETactic 5 – Example 1: Add CTA to White Paper

Always include a link to "join/subscribe" in white papers, articles, videos, etc…

MAKE REQ

UESTS O

F-SITE Tactic 6 – Example 2: Add CTA to End of Presentation

Add "join/subscribe" message to all videos and shared presentations

Subscribe link on the last page of

presentation

MAKE REQ

UESTS O

F-SITE Tactic 7 – Printed Materials

Add a call to action to printed materials: "Subscribe to / join our…"

MAKE REQ

UESTS O

F-SITE Tactic 8 – QR Codes

Add a QR code to your print marketing collateral that people can scan to opt in to your email database.

ADVERTISE FOR SU

BSCRIBERS USIN

G PPCStrategy 3 – Advertise for subscribers using PPC

3. Advertise for subscribers using PPC

Where to publish?• LinkedIn• Google• Twitter• Bing• Trade publications (digital)• Trade association websites

ADVERTISE FOR SU

BSCRIBERS USIN

G PPCTactic 1 – Purchase Ad Space

Buy ad space (trade publications and trade association websites)

ADVERTISE FOR SU

BSCRIBERS USIN

G PPCTactic 2 – Google AdWords

Create a Google

AdWords email

capture ad

OFFER SU

BSCRIPTION

VIA SOCIAL M

EDIAStrategy 4 – Offer Subscription via Social Media

4. Offer subscription opportunities via Social Media

Where to publish?• LinkedIn profiles and

business pages• Twitter• Facebook Pages• Google+• Slideshare• YouTube

OFFER SU

BSCRIPTION

VIA SOCIAL M

EDIATactic 1 – Offer Subscription via Social Media

Add "join/subscribe" message/link to all profiles and bios - individual and corporate

LinkedIn Individual Profile Example

LinkedIn Company Page Example

OFFER SU

BSCRIPTION

VIA SOCIAL M

EDIATactic 2 – Offer Subscription via Social Media

Select appropriate LinkedIn Groups and do a "join/subscribe" ad - try this with an incentive and w/out an incentive

OFFER SU

BSCRIPTION

VIA SOCIAL M

EDIATactic 3 – Slideshare Presentations

Add "join/subscribe" message to all Shareshare presentations

Link to landing page with newsletter subscription

OFFER SU

BSCRIPTION

VIA SOCIAL M

EDIATactic 4 – Tweet

Use Twitter to drive followers to "join/subscribe"

Link to landing page with newsletter subscription

SOLICIT SU

BSCRIBERS VIA TRADITION

AL DIRECT MAIL

Strategy 5 – Solicit subscribers via traditional direct mail

5. Solicit subscribers via traditional direct mail

Where to publish?• Mail campaigns

SOLICIT SU

BSCRIBERS VIA TRADITION

AL DIRECT MAIL

Tactic 1 – Direct Mail

Send direct mail to prospects and suspects with link to an opt in landing page

SOLICIT SU

BSCRIBERS VIA TRADITION

AL MEDIA

Strategy 6 – Solicit subscribers via traditional media

6. Solicit subscribers via traditional paid and other media

Where to publish?• Print advertising

(mass market and trade publications)

• Broadcasts• Sponsorships

SOLICIT SU

BSCRIBERS VIA TRADITION

AL MEDIA

Tactic 1 – Ad Campaigns

Always promote subscription or join list in any advertising campaign

Subscribe to our newsletter http://bit.ly/Txl6QY

SOLICIT SU

BSCRIBERS VIA TRADITION

AL MEDIA

Tactic 2 – Single Focus Paid Campaign

Do a single focus paid campaign, with an offer to join or subscribe…w/offer

…Visit our website at www.1234.com and click on the “subscribe now button”

SOLICIT SU

BSCRIBERS VIA TRADITION

AL MEDIA

Tactic 3 – PR Initiatives

Always mention "join/subscribe" in all PR initiatives

SOLICIT SU

BSCRIBERS DURIN

G 1:1 MARKETIN

G ACTIVITIESStrategy 7 – Solicit subscribers during 1:1 marketing activities

7. Solicit subscribers during 1:1 marketing activities

Where to publish?• Meet and greets• Small group events• Rolodex/Outlook• On hold messages• Webinars• Trade shows• Live speeches/presentations• Collateral materials

SOLICIT SU

BSCRIBERS DURIN

G 1:1 MARKETIN

G ACTIVITIESTactic 1 – Meet and Greets

Meet and greet: get understanding that 1 objective of the meet and greet is to get permission to include attendees on your email list

SOLICIT SU

BSCRIBERS DURIN

G 1:1 MARKETIN

G ACTIVITIESTactic 2 – Initialed Business Cards

Business card opt in: initialed business card = permission.

"May I include you … initial your card"

SOLICIT SU

BSCRIBERS DURIN

G 1:1 MARKETIN

G ACTIVITIESTactic 3 – Outlook

Reach out via Outlook email (1:1)

SOLICIT SU

BSCRIBERS DURIN

G 1:1 MARKETIN

G ACTIVITIESTactic 4 – Contests for Staff

Contests for staff:1. Covert my Outlook/rolodex/association list/etc. to

an opt in email and win…2. Deep Dive: Increase number of opt-in emails from

current clients and win…

SOLICIT SU

BSCRIBERS DURIN

G 1:1 MARKETIN

G ACTIVITIESTactic 5 – Voicemail Messages

When recording your outgoing voicemail message, always offer your newsletter. “…at our website…”

SOLICIT SU

BSCRIBERS DURIN

G 1:1 MARKETIN

G ACTIVITIESTactic 6 – Tradeshows

Trade show "drop a card in the bowl" … eligible for a prize and e-mail communications"

SOLICIT SU

BSCRIBERS DURIN

G 1:1 MARKETIN

G ACTIVITIESTactic 7 – Sign-Up Forms

Bring a sign up form to live events: “Sign up for our newsletters and alerts”

SOLICIT SU

BSCRIBERS DURIN

G 1:1 MARKETIN

G ACTIVITIESTactic 10 – Solicit subscribers during 1:1 marketing activities

Bumping hand held devices

DEEP MIN

E YOU

R CURREN

T CLIENTS

Strategy 8 – Deep mine your current clients

8. Deep mine your current clients to add subscribers

Where to publish?• Time and billing

systems

DEEP MIN

E YOU

R CURREN

T CLIENTS

Tactic 1 – Deep Dive

Deep dive: Goal is 2 to 5 email addresses/client

DEEP MIN

E YOU

R CURREN

T CLIENTS

Tactic 2 – Sharing Features

Encourage current email subscribers to share and forward your emails by including social sharing buttons and an "Email to a Friend"

Sharing features

DEEP MIN

E YOU

R CURREN

T CLIENTS

Tactic 3 – Client Onboarding

Enhance new client onboarding process with collection of email addresses for key client management and staff

PRODU

CE MO

RE OFFERS/CO

NTEN

TStrategy 9 – Produce more offers/content

9. Produce more offers/content

Where to publish?• Landing pages on

website

PRODU

CE MO

RE OFFERS/CO

NTEN

TTactic 1 – Submission Form

Submission = Permission

submitted form = email opt in

CROSS PRO

MO

TION

S AND CRO

SS MARKETIN

GStrategy 10 – Produce more offers/content

10. Cross promotions and cross marketing with affiliates

Where to publish?• Emails

CROSS PRO

MO

TION

S AND CRO

SS MARKETIN

GTactic 1 – Cross Market

Cross market with an affiliate, where they offer your content to their list and vice versa, driving readers to your landing page

CROSS PRO

MO

TION

S AND CRO

SS MARKETIN

GTactic 2 – Guest Blogging

Do guest blog posts and link your post to a "join/subscribe" landing page

SUM

MARY RECO

MM

ENDATIO

NS

Summary Recommendations

1. Get Cultured2. Do everything or as much

as you can3. Expect a slow and steady

build

THANK YO

U AN

D Q&

AThank You and Q&A

Please subscribe to our newsletters for news, observations and insights!

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