1. better lists: the new new rules of email: leading approaches that fortify results
TRANSCRIPT
The NEW New Rules of Email Leading Approaches that Fortify
Results!
Presented February 22, 2012 by
Karen Talavera, Synchronicity Marketingand
Austin Bliss, FreshAddress
Welcome
• To maximize your experience• Write down your questions– time for questions,
mindful of schedule
• Quiet, Listen– Little voice– Devices
• Be Open to Hearing Anew
Karen Talavera• DMA Email Marketing Trainer since 1999• Top 100 Women in Ecommerce 2012 (WE magazine)• Member Only Influencers, EEC, Solo-Entrepreneur • Nationally-recognized email marketing
thought leader, writer, trainer, consultant and speaker• President and Founder, Synchronicity Marketing
– Founded 2003– Email Marketing Strategy, Training & Consulting– Based in south Florida serving clients worldwide
Austin Bliss• Past Chair, EEC List Growth Roundtable • Speaking at events since 2003• Served on DMA’s Committee for Social Responsibility• Awarded “Rising Star” award by DMEF
President and co-FounderEmail Database Services Company
Founded in 1999
Today’s Agenda
• Welcome, Introduction10:00 – 10:10
• Growing & Maintaining Responsive Email Lists 10:10 – 11:00
• Creating Exceptional Email Marketing Messages 11:00 – 12:00
Lunch 12:00 – 1:00• Navigating the Murky Waters of Deliverability 1:00 – 2:00
Quick Break 2:00 – 2:10• Next Generation Metrics and Analysis
2:10 -- 2:50• Drawing, Open Q&A
2:50 – 3:00
Growing and Maintaining
Responsive Email Lists
Agenda
1. List Growth Basics2. List Growth - The New New Rules3. List Maintenance - The New New Rules
ASK!
Ask EVERYWHERE!
• Website
• Paper (order form, etc.)
• Phone (customer orders, etc.)
• In Person (POS, check in, etc.)
WIIFM?
Make sure there is an ONGOING value exchange
WIIFM?
Reassure
How you will use their email address
How you will protect their privacy
Reassure
Reassure
Agenda
1. List Growth Basics2. List Growth - The New New Rules3. List Maintenance - The New New Rules
#1
Old New Rule
Show and Prepare
Withhold as Enticement
#1 - Show and Prepare
#2
Old New Rule
KISS
Collect It All Now
Asking Too Much
#3
Old New Rule
Explain Why
Expect Information Sharing
#4
Old New Rule
No Really, Ask Everywhere
Ask Everywhere
#5
Old New Rule
Opt-in Appending
Opt-out Appending
Name Address EmailJoe Smith 15 Shire Street, New York, NY 10024 ?
Sarah Watson 643 Main Street, Palm Springs, FL 33406 ?
Ken Chapman 514 Broadway St., Los Angeles, CA 90079 ?
Austin Jordan 13 Green St., Salem, NH 03079 ?
Appending
Appending
Name Address EmailJoe Smith 15 Shire Street, New York, NY 10024 [email protected]
Sarah Watson 643 Main Street, Palm Springs, FL 33406 [email protected]
Ken Chapman 514 Broadway St., Los Angeles, CA 90079 [email protected]
Austin Jordan 13 Green St., Salem, NH 03079 [email protected]
d) A Welcome Email is sent to your customers to confirm deliverability and ensure their permission. Make sure it is 100% opt-in!
a) Send your postal database in for processing.
b) Your file is matched against vendor’s database. Make sure it is 100% opt-in!
e) The enhanced file with deliverable email addresses is sent back to you.
c) Suppressions are run.
Appending
To Append Or Not To Append?
• Ask everywhere
• Effectively send/track
• Established ROI in the email channel
• Fully educated & ready to leverage append results
#6
Old New Rule
Typos Happen! I Care!
Typos Happen! Who Cares?
• Lowered response rates
• Inadvertently abandoned customers Lost revenues Opens door for competitors Customer dissatisfaction
• Wasted marketing effort and expense
• Risk of being blacklisted
Why Care?
Run Regular List Audits
#6 – Prepare For Typos
Vs.
#6 – Prepare For Typos
• Simple software code can enforce RFC standards
• More advanced software can filter out invalid addresses
• The best services can actually notice and correct typos in real-time
#6 – Prepare For Typos
…Caught and Corrected before it entered their database
#6 – Prepare For Typos
- Use Cloud API or build yourself- Get “spellcheck” with corrections provided!
Agenda
1. List Growth Basics2. List Growth - The New New Rules3. List Maintenance - The New New Rules
Over 50 million email addresses changed this year
– Switched Jobs– Changed ISPs– Graduated from School– Abandoned b/c of Spam– Corporate rebranding– Etc.
#7
Old New Rule
Don’t Lose Existing Subscribers
Get New Subscribers
Question Assumptions
Consider A Backup
Make Updating Easy
Use Email Change of Address (ECOA)
• Just like NCOA, but for your email list• 6-15%+ Update Rate • Ideal for large (100k+) lists of old email addresses• Pay per email address recovered
Improve your ‘ask’1. Show and Prepare2. KISS3. Explain Why4. Ask *Everywhere*5. Opt-In Appending
6. Take Typos Seriously– Do Routine Audits– Assist Self-Proofing– Use Technology
7. No email address is forever– Get a Backup– Make Updating Easy– Run ECOA
Recap - New New Rules
My “Ask”
QUESTIONS?
Contact Information
• Karen Talavera• Synchronicity Marketing (www.synchronicitymarketing.com)• Email: [email protected]• Phone: (561) 967-9665• Facebook: www.facebook.com/SynchronicityMarketing• Twitter: @SyncMarketing
• Austin Bliss• FreshAddress (www.freshaddress.com)• Email: [email protected]• Phone: (617) 965-4500• Twitter: @FreshAddress