Grow your Email Marketing Lists

Grow Your Lists

Luke Christison
Multi-Channel Marketing Services

List Growth
Email Customer Lifecycle

Presented by
Luke Christison | Manchester | 26th May 2010

© 2010 Acxiom Corporation All Rights Reserved

Traditional growth strategies
Surveys Competitions Co-Registration

Online surveys provide a Competitions have been CoRegistration provides
great way to gather perceived to be a great company’s with the ability
customer data, product way of capturing data as to provide offers on a
requirements, channel most people love to get variety of high quality,
input, and more. “something for nothing” transparent Co-
Registration networks.

Surveys engage Be careful, as it has been
consumers with your recognised that there is These offers can be used
brand and provide the churn once a competition to entice “prospects” to
opportunity to contribute is finished, as such it is provide an email address
thoughts and opinions, important to ensure you (opt-in) in exchange for
whilst allowing the ability provide interesting and special offers, product
to capture quality data relevant content on a news, privileges after
which can be used to regular basis to keep their “initial registration”.
create portraits on your your new customer
customer base. engaged.

DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 3

Today’s execution options
1. Website Opt-in Forms: Attract unknown web 9. Forward to a Friend (FTF): Continue to share
site visitors to opt-in for your company’s email invitation to opt-in with all eligible contacts
promotions (especially since most won’t within your company’s master database.
convert or return online). 10. Co-Registration: Continue to offer
2. eStore Checkout: Add a simple “yes” or “no” appropriate third-party site visitors an option to
radio button option to request permission (opt- join your email lists.
in) where an email address is required during 11. List Rental: Test third-party email lists with
checkout process on website (if you have promos to gain email opt-ins that result in
purchasing capabilities). conversions.
3. Downloads: Add opt-in option to gain 12. Social Media: Target social media sites where
permission from MediaMall downloads (songs, your target market may be reached to gain opt-
images, videos). ins.
4. Subscription Layer: Provide unique website 13. Partnerships: Select partners to chaperon
visitor exit-triggered pop-up invitations for your opt-in email invites to their respective
email opt-in. email contacts.
5. Transactional Emails: Use sidebar in 14. My Online Account: Enable your end users
transactional emails to confirm opt-ins from an opportunity to opt-in simply via their account
legacy email contacts. online.
6. Competitions: Include opportunities to 15. Referral Program (R4R): Request or reward
secure permission to email from compeition prospect or customer referrals leading to new
entries. email opt-ins.
7. Call Center: Train and motivate call center 16. Email Preference Application: Enable
representatives to request or validate email prospects and customers to access an email
opt-ins. preferences application to opt-in to emails
8. Live Chat: Formalise requests for permission available through your website.
to send automated emails with personalised 17. Customer Reviews: Apply opt-in best
chat transcripts. practices when emails are captured via
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
customer review submissions. 4

EMAIL GROWTH PLAN

Execution overview: Impact Vs Complexity
1. Website (Opt-in Form) Priority
2. eStore (Checkout) 1 Programs
0
3. Downloads
1 1 9
4. Subscription Layer High
5. Transactional Emails 1
6. Competitions 3
7. Call Center
8. Live Chat
9. Forward to a Friend 7 1 4 2 6 8
(FTF) 7
10. Co-Registration 1 5 1
11. List Rental Medium 4 3
12. Social Media 1 1
13. Partnerships 6 5
14. My Online Account 1
15. Referral Program (R4R) 2
16. Email Preference
Application
17. Customer Reviews
Low
IMPACT

Higher Difficulty Average Difficulty Lower Difficulty
EASE OF IMPLEMENTATION

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

6

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

The standard list rental process
Your
Comp Database
s
The Email List
Surve
y 1
...
3rd Party …
Co- Vendor …
Reg Database
(Acxiom)
Name, email address Opt-in
Partn
er
Purchase the new opt-in record, with more attributes. Learn more about our customer

2

Buy

Use the additional attributes to provide more
relevant and personalised content Your
Name, email address, DOB,
Database
physical address, postcode,


“List size is not just about growth, it’s about engagement”
(Quote: Email Experience Council)


Delivering the right message
!
Your
Comp Database
s
The Email List
Surve
y 1
...
3rd Party …
Co- Vendor …
Reg Database
(Acxiom)
Partn
er

2

Buy

Database


Content that works
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 Acxiom
revenue, client's single most Version
successful online campaign
Before
ever
9

Enhancing our database
Your
Comp
s
! Database

The Email List
Surve
y 1
...
3rd Party …
Co- Vendor …
Reg Database
(Acxiom)
Partn
er

2

Buy

Database


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


Making communication relevant
Your
Comp Database
s
The Email List
Surve
y 1
...
3rd Party …
Co- Vendor …
Reg Database
(Acxiom)
Partn
er

! 2

Buy

Database


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

16

Close the purchase
Your
Comp Database
s
The Email List
Surve
y 1
...
3rd Party …
Co- Vendor …
Reg Database
(Acxiom)
Partn
er

!
2

Buy

Database


Continue the dialogue
Branded HTML Email

Standard Plain Text Receipt


Customer Relationship Management to
From

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


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

Customer
1st 20

Consumer: “If you know
me,
talk to me like you do...”

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