got database 2015
TRANSCRIPT
Got Database? Email List AcquisitionNaresh Bhagtani
Talk about this seminar #juvlon
Naresh BhagtaniManaging DirectorNiche Software
Chief product architect of Juvlon email marketing
Clients across the world
Consulting since 8 years on email marketing
Presenter
Coming up...
Organic acquisition of email
Inorganic acquisition
Questions
Creating/Growing your own lists
Did you know...
● Fact: your email list degrades by 25% every year
● Email list growth needs to be a regular and consistent activity
You want to grow your list...But what do you want to give?
What's the benefit to your subscriber
Promotions?
Make sure a potential subscriber has a good reason to subscribe.● Newsletters● Educational, informative● Rewarding● Preferably long-term
Growing your list organically
Your website sign-up is KEY
● Make your sign-up ubiquitous and easily visible● KISS (Keep It Simple and Short!)
Boost-up your Sign-up
● Create an archive of newsletters● Have this archive available on your landing
page● Have testimonials on your landing page● Don't forget your privacy policy
Boost-up your Sign-up
● Provide the benefit at sign-up● Create a mind-blowing Squeeze page
Boost-up your Sign-up
Auto-fill, making it super convenient
Try this to improve form sign-ups
http://maxblogpress.com (WordPress Plugin)
Put your signature to good use
Insert a direct link to your blog/promotion/offer into your signature
With a call to action.
More ways for organic list growth
● Let others reprint your newsletters or content● Include a sign-up link in your newsletter● Sign-up form on your facebook page● In-store communication
Growing your list inorganically
Grow your list INORGANICALLY
DO NOT EVER, EVER BUY LISTSDO NOT EVER, EVER BUY LISTS
● Renting Lists, think List brokers● Partner with other lists owners, kind-for-kind● Google Adwords● Go for traditional advertising● Sponsor conferences, webinars
Poll
Have you ever rented 3PLs?
1.I've used 3PLs and have had success
2.I wasn't happy with 3PL campaign performance
3.I've never used 3PLs, but I'd like to try
Third-party Lists 3PLs
3PLs can be of varying permissions levels3PLs can be of varying permissions levels
● Permission-based lists perform well– Association members, publication subscribers
– Good, consistent relationship with the list owner
● Aggregated or compiled lists– Loose or no relationship with list owner
– Extracted from directories, websites or one-time interactions
Marketing to 3PLs
Sponsored sendingSponsored sending
● From name of the list owner, existing relationship
● Co-brand the email body with their logo also● Better open and response rates● Applicable to permission-based lists
Marketing to 3PLs
We did this for more registrations
For better Return of Investment
Choosing the right 3PLs
List BrokersList Brokers
● Market multiple third-party lists● Work on target audience matching● Are able to provide a good mix of lists● Can optimize your spends
Choosing the right 3PLs
Don't just choose one listDon't just choose one list
● Define your target audience● Use a list broker● Choose atleast 3 lists ● Test market to a slice of the lists● Pick the best reponding list
But what's the objective of all this
Get your own subscribers, Grow your own Get your own subscribers, Grow your own subscription listsubscription list● People from 3PLs will come ● From Search marketing will come ● From other advertising will also come ...
To your landing page. Thats where the real conversion happens
What are you doing with your landing page?What are you doing with your landing page?
Emails and Landing PagesHow conversions happen
Craft an Engaging Headline
AirBnb
Use One Clear Call-to-Action
Square
Keep Your Forms Short
Forms - not be used in emails
Make the Design Reponsive
From GetResponse
Use Visual Cues
Chemistry.com
Include Trust Indicators
Testimonials, Client names
Awards, Affiliations
Security Seals
Social Reviews
General Format
Test, Test and Test
Run A/B Tests● Headlines● Copy● CTAs● Images
Examples
Examples
Examples
What have we learnt
● Your email list degrades by 25% every year
● Grow your list both organically and inorganically
● Your landing pages are KEY
Questions
Naresh BhagtaniManaging DirectorNiche Software
See you at our next event
Sign-up for great email marketing content at www.juvlon.com
Got Database? Email List AcquisitionNaresh Bhagtani
Talk about this seminar #juvlon
Naresh BhagtaniManaging DirectorNiche Software
Chief product architect of Juvlon email marketing
Clients across the world
Consulting since 8 years on email marketing
Presenter
That's me. Naresh Bhagtani.I head the company Niche Software which has
created the email marketing product Juvlon.I have contributed to the development of Juvlon since
the last 6 yearsAnd I've been consulting on email marketing since
more than 8 now.As an email marketing service provider, I can't tell
you the number times we've been approached for email databases. Database hain kya? This webinar is not about buying email lists. Its not about extracting lists from websites and its not about showing you ways to create email addresses using programs.
Awww... do I hear people say awww... that's not fair. I'll have to disappoint you if thats your expectation.
Coming up...
Organic acquisition of email
Inorganic acquisition
Questions
So what is this session about really about. It is about the existing landscape of Emails in India. Bet nobody has told you just how many resident Indians can you possibly have on your list.
Then, we'll cover organic and inorganic methods of list acquisition.
Questions? Put them down in the chat window and I'll be happy to cover these at the end of this session.
Creating/Growing your own lists
Now, lets get to the topic at hand. Email List Acquisition. Did you know...
Did you know...
● Fact: your email list degrades by 25% every year
● Email list growth needs to be a regular and consistent activity
You want to grow your list...But what do you want to give?
That your email list degrades by 25% every year. That will happen no matter how great of a marketing programme you run. Call it fatigue, disinterest, unsubscriptions, abandoned emails etc.
That makes list growth a continuous activity. It needs to be consistent as well.
You want a list and you want grow the list. You need to take a step back. What do you want to give to those people who you want to be a part of the list.
What's the benefit to your subscriber
Promotions?
Make sure a potential subscriber has a good reason to subscribe.● Newsletters● Educational, informative● Rewarding● Preferably long-term
You cannot keep shoving promotions at them. How does that add value to them? If that's what you are currently doing, then your list gradration will be much more than 25% a year.
You need to give them something that can be of some value to them. This value is usually educational in nature, informative content, whitepapers, reports, tips on best practices.
We have a customer who sells printer cartridges through their website. They have a small but involved database. The subscribers are involved because the customer educates them on the best way to use printer cartridges, for a longer life, the settings one should have for the printer, the kind of printer one should have based on print volume etc.
Growing your list organically
So if you're a business – online or offline – you must have a content strategy. This content strategy includes content creation and content marketing. It is a must. And email comes as part of your content marketing.
By organic, I mean growing your list step-by-step through your website, newsletters, referrals, social media networking, spreading word about your content
For organic growth your website is key. Your website has to be conducive to people asking the right questions, ie, generating enquiries or wanting to sign-up for your regular communication
Your website sign-up is KEY
● Make your sign-up ubiquitous and easily visible● KISS (Keep It Simple and Short!)
Boost your Sign-up on your website. Consider every page on your website as a landing page. Visitors could land on any page of your website, not necessarily your home page
Boost-up your Sign-up
● Create an archive of newsletters● Have this archive available on your landing
page● Have testimonials on your landing page● Don't forget your privacy policy
● Create an archive of newsletters● Have this archive available on your landing page● Have testimonials on your landing page● Don't forget your privacy policy●
● Give your visitors a good reason to sign-up with you
Boost-up your Sign-up
● Provide the benefit at sign-up● Create a mind-blowing Squeeze page
● Provide the benefit at sign-up● Create a mind-blowing Squeeze page. By that I
mean create a page or a popup especially for taking sign-ups
Boost-up your Sign-up
Auto-fill, making it super convenient
Try this to improve form sign-ups
http://maxblogpress.com (WordPress Plugin)
And you can also consider using this auto-fill plugin if you have a word-press site. This can be applied to all forms. It pre-fills your form with the auto-fill details stored in the browser. So it makes registration effortless for the visitor
Put your signature to good use
Insert a direct link to your blog/promotion/offer into your signature
With a call to action.
You signature is often the most ignored part of your communication. The receiver however, can see this even if the sender who is creating the mail takes this for granted. You normally would have a disclaimer but have you thought of putting something more useful into your signature.
This goes out in every email of every employee in the company.
This is what we do. We switch the bottom of the signature with new content every week.
More ways for organic list growth
● Let others reprint your newsletters or content● Include a sign-up link in your newsletter● Sign-up form on your facebook page● In-store communication
Let others re-print your content with a proper bye-line which you still get the credit and a back-link.
Your facebook or linked in visitors are also essentially anonymous. You can know their names but there is no contact info. You need to encourage them to not just like, but sign-up for something so that you get their contact for further communication.
If you have a retail presence, like a shop or a restaurant, use in-store communication to encourage sign-ups
Growing your list inorganically
Now here's the topic that I believe you're more interested in. How do I acquire a large chunk of emails in a jiffy? Its what I call inorganic growth.
Grow your list INORGANICALLY
DO NOT EVER, EVER BUY LISTSDO NOT EVER, EVER BUY LISTS
● Renting Lists, think List brokers● Partner with other lists owners, kind-for-kind● Google Adwords● Go for traditional advertising● Sponsor conferences, webinars
And if you're thinking of buying lists or have been buying lists, please forget about it. Buying lists is not going to lead you anywhere. Well actually it will lead you to being blacklisted. Sending unsolicited mail in India may be not illegal in India but it is elsewhere in many countries. And just because the governing body TRAI has no rules about email communication for 300 million users, it doesn't mean we should be abusing the medium.
Anyway, some of the right ways to grow your list organically are listed here. I'm going to cover Renting Lists in detail compared to the others. So I'll come to that in a few moments. Partnering with other list owners otherwise called barter. They don't exchange data but they run promotions on each other's lists. This usually happens between subsidiaries of a parent company.
Gogle Adwords may sound uncoventional for list building but it is a regular way to promote products or services. Ever thought of using Google Adwords to promote your content so that interested people sign-up to receive your content?
Traditional advertising, if you have the money... why not? I remember watching TV commercials from BBC and even CNBC TV18 for viewers to sign-up for their newsletters. Now you see companies like flipkart, expedia etc asking you to download their mobile app. First thing they get after you download their app, is your email, without which you cannot use their app.
Sponsoring webinars like these is definitely a cost effective way to get a good targeted list. Conferences are more expensive. Let me now get to the topic of Renting Third Party Lists. Simply put, Third Party Lists or 3PLs are lists that are owned by entities other than yourself. Renting 3PLs means that you get to send your promotions on these ilsts owned by others
Poll
Have you ever rented 3PLs?
1.I've used 3PLs and have had success
2.I wasn't happy with 3PL campaign performance
3.I've never used 3PLs, but I'd like to try
So let me ask you, have you ever rented Third Party Lists and what's your experience been like?
I've used 3PLs and have had successI wasn't happy with 3PL campaign performanceI've never used 3PLs, but I'd like to try3PLs are not for us
This is interesting.
Third-party Lists 3PLs
3PLs can be of varying permissions levels3PLs can be of varying permissions levels
● Permission-based lists perform well– Association members, publication subscribers
– Good, consistent relationship with the list owner
● Aggregated or compiled lists– Loose or no relationship with list owner
– Extracted from directories, websites or one-time interactions
Before I tell you how to make the most of Third Party Lists, you need to know a little bit about the general quality of Third Party Lists.
There are those which are highly permission based which have been nurtured well. So you can expect good response ratios. Normally, these lists are communicated with good quality content on a regular. They are fed with a good balance editorial and advertising content. You can expect publications, associations and good content creators have such lists.
On the other hand, there are lists where the list owners have no real relationship with the subscribers. These have been collected over time without any specific permission and have been regularly fed with advertising content. The list owner does not really provide any valuable content to this list. The response ratios you can expect will be low in this case.
Accordingly you budgets will vary too. Permission based lists will be more expensive but in my opinion will be more cost effective than aggregated ones in terms of Return of Investment.
Marketing to 3PLs
Sponsored sendingSponsored sending
● From name of the list owner, existing relationship
● Co-brand the email body with their logo also● Better open and response rates● Applicable to permission-based lists
Lets talk about how to market to Third Party Lists, particularly to the good Permission based lists. And I'm talking about best practices here – what you as an advertiser should be doing to extract the most of your promotions on Third Party Lists.
Make sure the email campaign is goes out with the List Owners from name. That's right you heard me right. The from should not be your brand name. This is an alien list for you and vice-versa you are an alien for subscribers of this list. The list owner has an existing relationship with the subscribers. You need to capitalize on this relationship. Remember recipients first see who the mail is from and then the subject line. Use your brand name in the subject line instead.
And if you have the option, include the logo of the list owner in the body of the email. Many subscribers believe their email address is willingly distributed by list owners. Co-branding your mail with the list owner's logo shows you as a partner and not an advertiser. This creates better trust with the subscribers of the list.
I have seen these best practices in play.
Marketing to 3PLs
We did this for more registrations
For better Return of Investment
For example we promoted this webinar on Trade briefs who have permission based lists. Although, we couldn't partner with Tradebriefs for this webinar, we made sure the from name appeared to be Tradebriefs and not Juvlon.
Lets not forget, the objective of pouring in your valuable money into Third Part Lists is for a return of investment. And our return was registrations for this webinar. Some of you do see this working.
Choosing the right 3PLs
List BrokersList Brokers
● Market multiple third-party lists● Work on target audience matching● Are able to provide a good mix of lists● Can optimize your spends
Have you heard of list brokers? This is not such mature concept in India but there are a few players in this.
List brokers are agencies that market different Third Party Lists. List brokers are in a position to provide you a good choice of lists, so you can target your audience better. You can get third party lists based on geography or age or both.
Instead of approaching different list owners and keeping tabs of their lists, a list broker serves as a one-stop shop for third party lists.
Juvlon has started this service called PrimeNetwork where we provide high quality permission-based thirty party lists for renting.
Choosing the right 3PLs
Don't just choose one listDon't just choose one list
● Define your target audience● Use a list broker● Choose atleast 3 lists ● Test market to a slice of the lists● Pick the best reponding list
Another good thing about list brokers is that you can try different lists even before you run your campaign, like a sampling before you buy the whole chunk of cheese.
Try small sections of 3 different lists. See which list works out for you and send your campaign your campaign to the larger section of that list.
But what's the objective of all this
Get your own subscribers, Grow your own Get your own subscribers, Grow your own subscription listsubscription list● People from 3PLs will come ● From Search marketing will come ● From other advertising will also come ...
To your landing page. Thats where the real conversion happens
What are you doing with your landing page?What are you doing with your landing page?
Now, let me ask you what's the objective of all this effort. What you really want is to grow your list right, in the hope that sooner or later they will become your customers.
What you really want it is to get your own list of subscribers. Whichever inorganic method you use, these new potential people will come to your landing page.
So my question to you is, are you making the most of the opportunity when these new people come to your landing page? Your goal is to convert this traffic into your subscribers. Your landing page is where the magic happens, that's where you convert a visitor to a potential customer.
Emails and Landing PagesHow conversions happen
A good, persuasive landing page grabs the attention of visitors and compels them to complete a conversion. It serves as an extension to your email promotion.
Lets figure out how we can make the magic happen on landing pages. I'll share some tips and tricks to make effective landing pages. Most of these principles apply to creating a good email design too. Many of you must be already using these methods.
By a show of hands, how many of you use landing pages regularly to convert visitors into customers?
So I encourage you to share your experience just after I'm finished... in 5 more minutes.
What does it take to make a good landing page or email?
Craft an Engaging Headline
AirBnb
A survey by Copy Blogger shows 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest so before you EVER send a prospect to your landing page, ensure your headline will hook them
Your headline consists of your main and secondary line.
This example is from AirBnb. Cyrstal clear headline and the secondary line sets expectations of readers in seconds.
Use One Clear Call-to-Action
Square
Its tough enough to get someone from your email to your landing page, and even harder to convert them, so don’t make your life even harder by adding multiple CTA’s. Any extra links or calls to action will distract your viewer.
Keep Your Forms Short
Forms - not be used in emails
when it comes to creating a good landing page, less is more. It is extremely important that you make users fill out as few form fields as possible. The more fields you ask a visitor to enter, the less chance you have of them filling out the form and completing the desired conversion. If your conversion requires a form, only ask the essentials of what you need. Remember, you can always ask for more info on the thank you page.
This is one part that does not apply to emails. I wouldn't recommend you use forms within emails.
Make the Design Reponsive
From GetResponse
With mobile devices taking over, you need to make sure your landing pages are responsive. More than 50% of emails are now read on a mobile device. If they tap on your email and turn up at desktop page, you might as well bid your conversion goodbye.
Lets face it, if your landing page does not render well on a mobile device, you've wasted your effort creating the campaign.
Use Visual Cues
Chemistry.com
When a visitor lands on your page, you want to guide your visitor's eyes to see the content, the way you want them to see it.
Directional cues like arrows or fingers or even eyes in this example, can play a key role in placing your customer's attention on the most important part of the page.
Include Trust Indicators
Testimonials, Client names
Awards, Affiliations
Security Seals
Social Reviews
Good landing pages make abundant use of trust signals, which can indicate to visitors that their service and brand are trustworthy. Trust signals can take a number of different forms – testimonials are a classic form of trust signal, capitalizing on word-of-mouth to reassure visitors with endorsements from past clients or customers.
General Format
Test, Test and Test
Run A/B Tests● Headlines● Copy● CTAs● Images
The final hallmark of good email/landing page is testing. An effective landing page simply cannot be created without a thorough amount of testing. Testing and tracking results are essential for seeing what your landing page is doing right, and what it is doing wrong.
Optimize a landing page for conversion over time. Run A/B tests, change copy, images, and call-to-actions to see what resonates most with users. In addition to A/B testing, testing two completely different site designs against each other will be beneficial in the long run.
Examples
This is a company called Industrial Strength Marketing. They a digital marketing agency. This was their campaign for responsive website design.
What a compelling, punchy headline: "Don't make me zoom." It directly speaks to a common experience most of us have had when we're browsing on our phones or tablets -- and it's a quick edgy, too
Also this is a responsive page.
Examples
Basecamp has a really long, in-depth landing page with lots of information below the fold, but what won me over was that cartoon man pointing his finger to the form. Not only does it spruce up a somewhat minimal page, but it actually directs your attention to the form.
Notice the trust factor starting right at the top. Its 6,244 companies... not over 6,000... not almost 6,300, but exactly 6,244 customers.
Examples
This is a well designed landing page from unbounce. These guys are really the experts when it comes to creating great landing pages.
This is a really long landing page. There's a lot of information provided below the form. This way they keep the visitor on the page and there's no need for the visitor to want to look for more information elsewhere on the unbounce website.
What have we learnt
● Your email list degrades by 25% every year
● Grow your list both organically and inorganically
● Your landing pages are KEY
So what have we learnt in the last 30-odd minutes.
That your list degrades naturally by 25% every year. So even if you have one, you need to constantly work on growing your list. Plus you do want to grow your list whether degrades or not.
You need to grow your list organically... thats a given. But every once in a while you need to look at inorganic methods to grow your list too
Either way, your landing pages are absolutely important to converting visitors to customers.
Questions
Naresh BhagtaniManaging DirectorNiche Software
See you at our next event
Sign-up for great email marketing content at www.juvlon.com
Once again, thank you for attending. I'm Naresh Bhagtani signing off now and hope to see you at our next event.