Building your email marketing lists
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The document discusses strategies for email list growth and retention. It emphasizes the importance of retaining subscribers before focusing on growth. Some key recommendations include properly onboarding new subscribers through a series of welcome emails, managing subscriber expectations, capturing subscriber data, engaging subscribers with quality content, and using social media to drive subscribers to email lists and vice versa. The overall message is that retention must be prioritized over growth to build a sustainable email list.
Building your email marketing lists
- 1. List Growth Pure360 Marc Munier
- 2. Take notesRetain to growEnsure you retain before you growOn boarding – properly Manage subscriber expectations from the moment they sign upCapture as much as possibleA look at the most effective ways to capture as much data as possibleGrow once they are on boardSell the growth
- 3. A little about meThere 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.
- 4. Take notesRetain to growEnsure you retain before you growOn boarding – properly Manage subscriber expectations from the moment they sign upCapture as much as possibleA look at the most effective ways to capture as much data as possibleGrow once they are on boardSell the growth
- 5. Retaining – bloody important!Unsubscribe rates vary from 1-2% How many do you lose a year?@2% a send – 1 a month?Over 20% of subscribers will be lost if you email them once a month if you have the average DMA unsubscribe rate
- 6. 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.
- 7. How not to reduce unsubscribe ratesDon’t make it difficult for people to unsubscribe.
- 8. How to maintain engagementI hate to be cliché but...Deliver engaging content which recipients want to read.They want to hear from the team, involve:Product Development
- 9. Buyers
- 10. Sales – they always have a view
- 11. Dispatch
- 13. Whoever are the experts in your field
- 14. User Generated Content Don’t over sendHow often can I send an email?Do you have anything new to say?
- 15. Ask them what they wantSend them surveys or anything else to show them you care
- 16. Take notesRetain to growEnsure you retain before you growOn boarding – properly Manage subscriber expectations from the moment they sign upCapture as much as possibleA look at the most affective ways to capture as much data as possibleGrow once they are on boardSell the growth
- 18. Great ways to do this:Link to last newsletterGreat ways to do this:Tell them how often you will contact themGreat 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
- 19. 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.
- 22. On brand
- 23. Informative
- 24. Have a call to actionThis welcome email from M&S has it all
- 26. On brand
- 27. Informative
- 28. Have a call to actionThis welcome email from figleaves is immediate only
- 30. On brand
- 31. Informative
- 32. Have a call to actionThis welcome email from Prime Location is immediate and has a weak call to action.
- 34. On brand
- 35. Informative
- 36. Have a call to actionThis welcome email from Zoopla has it all
- 37. Get a sequence going on Welcome/SalesPositioning Building WinbackPropensity to Buy Get into a pattern of email sending depending on how they behaveTime
- 38. Take notesRetain to growEnsure you retain before you growOn boarding – properly Manage subscriber expectations from the moment they sign upCapture as much as possibleA look at the most affective ways to capture as much data as possibleGrow once they are on boardSell the growth
- 39. 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.
- 40. 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.
- 41. Two stages
- 42. WatchWatch what they’re interested in by looking at what they click through to on your website
- 43. Watch
- 44. Give them a reasonFigleaves is a great example as they provide 5 clear points as to why you should subscribe.
- 45. WordingSubmitSubscribeSignuporSign me up Subscribe today Subscribe now and Start SavingMake them instructions Kudos to Smart Insights
- 46. Omnipresent The Newsletter link should be placed in different places around the site with a slightly different call to action each time.
- 47. Omnipresent
- 48. Omnipresent
- 49. Take notesRetain to growEnsure you retain before you growOn boarding – properly Manage subscriber expectations from the moment they sign upCapture as much as possibleA look at the most affective ways to capture as much data as possibleGrow once they are on boardSell the growth
- 50. Ideas to get growth – socially Include links to social share sites such as Facebook and Twitter.
- 51. Pushing socialEmails are a route to social networking sites...
- 52. Push email in social ...and social networking sites are a link to your emails
- 53. Take notesRetain to growEnsure you retain before you growOn boarding – properly Manage subscriber expectations from the moment they sign upCapture as much as possibleA look at the most affective ways to capture as much data as possibleGrow once they are on boardSell the growth
- 54. End slideTHANK YOU FOR LISTENING Please ask lots of questions...Go on Follow @marcmunier and @pure360Email marc.munier@pure360.co.uk