how to grow and manage your email list in 2017


About the presentersAngie MurphyAngie 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.

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Note: This textbox will not appear on your slide when projected.Starting your email list


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


Note: This textbox will not appear on your slide when projected.Building your email list


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


Note: This textbox will not appear on your slide when projected.Email list best practices


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/blog/10-examples-of-highly-effective-welcome-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 awarenessCompany news

Industry information related to the business


Effectively handling unsubscribesOpt 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 themHard 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).


Note: This textbox will not appear on your slide when projected.List segmentation


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

Visit deluxe.com

https://www.deluxe.com/

https://www.deluxe.com/

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