How to Grow and Manage Your Email List in 2017

About the presenters
Angie Murphy
Angie Murphy is Director of Integrated Marketing at Deluxe, where she wrangles
email marketing programs for several different brands. Angie has more than 15
years of email marketing experience with businesses that range from tiny
startups to Fortune 100 enterprise corporations.
Reid Yoshimoto
Reid Yoshimoto is the Email Marketing Specialist at Deluxe. Reid runs email
marketing for the Deluxe family of brands and has a deep tactical understanding
of best practices for email marketing and list management.

Why should you use email marketing?
• All about that ROI
• Email marketing can show a $38 return per $1 invested
• People are tuned in
• 98.4% of Americans check their email at least once a day
• 33.8% of people check their email constantly throughout the day
• Turn prospects into customers
• Companies who excel at lead nurturing generate 50% more
sales-ready leads, at a 33% lower cost (Forrester Research)
• Nurtured leads make purchases that are 47% larger than those of
non-nurtured leads (Annuitas Group)

The basics of email list creation
• What do you want to accomplish?
• Engagement? Education? Conversion?
• How will you maintain your list?
• Consider Can Spam, data hygiene and automation tools
• Who is your audience?
• Your data tells a story
• What content will you offer?
• Casting a wide net vs. personalization

Identify your target audience
• Use your goals determine your ideal audience
• What is the most likely group to drive the results you want
• Harness the interested
• Capture people who seem likely to engage with you
• Don’t set yourself up for trouble
• Buying lists is tempting but increases risk of complaints, bounced
addresses, unsubscribes, and accusations of spam

Offer email preferences
• Ask them to opt-in
• Unsolicited emails are less likely to be opened and are not
Can Sam compliant
• Let them tell you how much is too much
• Allow your subscribers to determine email frequency - daily,
weekly, monthly
• Take the guesswork out of personalization
• People know what they’re interested in- why not ask them?

Use email to get emails
• Transactional And Personal Emails
• Add an opt-in message to emails with info about orders,
payments, etc.
• Include a link to your signup form in personal emails
• Forward To A Friend
• Place forward-to-a-friend links in all emails you send,
making them easier to share
• Exclusive Offers
• Promote exclusive discounts or content available only to
email subscribers

Build your list online
• Website
• Place an email opt-in form front and center
• Add email opt-in where you are otherwise capturing email
address
• Social Media
• Add opt-in links to your social media profiles
• Sweepstakes where entrants provide email addresses
• Blog
• Offer newsletter opt-in to anyone who has commented on
your blog
• Paid Ads
• Reach out to potential subscribers with ad services

Think outside the digital box
• In-Store
• Enter business cards for weekly prize drawing
• Strategically placed signup sheets
• Gather email addresses during in-store promotional events
• Snail Mail
• Send postcards with incentives for subscribing
• Promote your newsletter in fliers
• Encourage opt-ins on packing slips
• Networking
• Add an opt-in offer to your business cards
• Bring signup forms to trade shows, events, and gatherings
in your local business community
• Reach local customers through ads in local publications

Setting expectations
Be clear with subscribers about what
they can expect from subscribing.
• Set the tone for them on what they will expect:
frequency of emails and/or content from you.
Send a welcome email that encourages
them to take the next step.
• Recent data from Ciceron shows that 39% of brands
send a welcome message within the first 24 hours of
receiving a subscription.
• Having a welcome email in your program can
encourage your subscriber to take the next step.

Elements to include in welcome emails
Summarize the perks of
joining your program:
• Include a discount for new customers -
exclusive for them.
• Use color and images that highlight
some of your best products and
services.
• A ‘call to action’ on taking the next
steps, ie shopping, requesting a
consultation.
• Include social media buttons to help
increase engagement and reach out
with targeted messaging.
• http://www.verticalresponse.com/blo
g/10-examples-of-highly-effective-wel
come-emails/

Providing value: don’t disappoint with your content
-Inventory
Announcements
-Surveys
-Education
-Product Advice
Provide your
subscribers
with something
they don’t have
or don’t already
know.
Make it
interesting.
Average person in
the U.S. receives
121 emails each day.
Inform subscribers
about:
Brand awareness
Company news
Industry information
related to the business

Effectively handling unsubscribes
Opt Out
• Recipients remain on your list unless they actively ask to
be taken off.
• Greater numbers of unsubscribes, bouncebacks and
accusations of spam.
Opt In - People don’t become recipients unless they actively
opt in
• Response to an opt-out request is something to the
effect of “Thank you for your feedback. We will miss you!
Please note you can resubscribe at any time by clicking
this link.”
• Some companies also ask exiting recipients to check a
box indicating why they’re not interested.
• Graciously part ways with such recipients and don’t
email them if they have opted out.

Managing bouncebacks: Don’t ignore them
Hard bounce: Leads with messages that were permanently rejected. (eg: email address or
domain does not exist, recipient server blocked delivery)
Soft bounce: Leads with messages that were temporarily rejected (eg: mailbox is full,
recipient email server is down, email message is too large.)
• Double check electronic addresses with the digits and letters you’ve been provided.
• If the bounceback message indicates the problem is temporary, try resending the email again in a day
or so.
• Addresses that are permanently problematic should be removed to preserve your integrity with your
ISP.
• Remove non-working email addresses from your list.

Establishing benchmarks:
Ensure your campaign is performing
• Total opens - number of recipients that
opened your email. Usually attributed back
to a good subject line.
• Open rates - Number of opens divided by
number sent.
• Click-through rates - Number of clicks
divided by the number of opens. Was your
audience engaged enough to open and click
the call to action button?
• Unsubscribe rates - percentage of users
that unsubscribe from the email.
• Email conversions - users that see your
email and end up buying your product(s).

What is list segmentation?

Why segment your lists?
Create a
generalized
marketing
campaign, then
tweak certain
elements to appeal
to groups
MarketingSherpa
found proper list
segmentation can
increase open rates
by 20 to 40 percent,
with a subsequent
rise in click-through
rates.
Build a better
understanding of
your audience
characteristics for
even more effective
marketing. ie likes
and dislikes

Advantages to segmenting your list
Potential for
increased sales and
brand engagement -
targeting customers
that you know are likely
to purchase
When you’re looking to
reward customers,
segmentation can make it
easier to separate first-time
buyers from repeat customers.
Send a welcome email with a
promo code to newbies, and a
different campaign to your
most loyal customers.
Flexible scheduling -
having your email
campaign be short or
long term. IE holiday
promotions.
Relevancy and
reach - give your
customers
valuable, pertinent
information that
they want.
Lower risk of
spam - less likely
to send duplicate
copies or email
unsubscribers

Common ways to segment lists
Geographic region
- gives you the
opportunity to
communicate and talk
to your customers
where they are. (City or
town)
Customer behavior
patterns - divide
based on those who
took action and those
who did not. IE non
buyers versus buyers,
open and clicked
versus open and did
not click
Level of interest in
your business -
segment your lists by
level of interest in your
products, services, or
brand. IE Hot, Warm,
and Cold leads

SCORE: An Overview
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