BestPracticesForGrowing&OptimizingYourEmailList-5-12-10

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Live Webinar

Best Practices for Growing and Monetizing your Email Lists ✆

Dial-in telephone: 312-878-0222 Access code: 208-703-591 Audio PIN: Shown after joining webinar  Webinar Webin ar ID: ID: 702-429702-429-257 257

Twitter tag: #whatcounts

WhatCounts  It Starts with Email

May 12, 2010

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Before we get started… Having technical difficulties? Use the Q&A dialog box to let us know If we can’t help you call Citrix at 888 259-8414 for technical support .

Today’s webinar is moderated moderate d by:

Vicky Oxley Vice-President of Services WhatCounts

Or you can chat with a Citrix representative at www.citrixgcs.com/chat

To submit questions during the webinar, use the Q&A chat box Everyone will receive a link to a recording of the presentation and a copy of the slide deck within 1 to 2 business days

2

Before we get started… Having technical difficulties? Use the Q&A dialog box to let us know If we can’t help you call Citrix at 888 259-8414 for technical support .

Today’s webinar is moderated moderate d by:

Vicky Oxley Vice-President of Services WhatCounts

Or you can chat with a Citrix representative at www.citrixgcs.com/chat

To submit questions during the webinar, use the Q&A chat box Everyone will receive a link to a recording of the presentation and a copy of the slide deck within 1 to 2 business days

2

Speakers

Jenifer Joyce Director of List Acquisition Marketfish

Jeanne Jennings Consultant, Email Marketing Strategy

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Jeanne Jennings Jeanne Jennings is an independent consultant, speaker and writer with over 20 years of experience in online and email marketing She helps companies become more effective and more profitable online Clients include Hasbro, Network Solutions, Weight Watchers and Verizon Her book, The Email Marketing Kit , was published by SitePoint Jeanne is teaching MarketingSherpa’s Email  Essentials 2010 Workshop Training  in 10 US and Canadian Locations

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Marketfish Marketfish offers a SaaS platform that enables marketers to source permission-based, 3rd party marketing lists; build and execute lead generation campaigns; and measure and report performance in real-time 100+ Marketing clients including DDB, Draft FCB, Microsoft and AT&T 50+ list brands including: PennWell, Advanstar, Complex Media, & Avelle 185MM Records under management

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WhatCounts One of the first ESPs going back to 2001 A quiet leader in a very noisy and crowded category Long list of marquee clients include Costco, Alaska Air, MSNBC, FOXNews & REI Unique in that it offers clients a choice between a hosted SaaS solution or onsite hardware appliance Proud of its customer focus and 90%+ customer retention rate 6

Tweet! Twitter about the webinar using #whatcounts

Twitter handles for Jeanne and Jenifer Jeanne @Jeajen Jenifer @MarketfishCEO

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Agenda Organic List Growth Best Practices Industry Statistics and Trends Online Email Acquisition tactics Offline Email Acquisition tactics Metrics and Keys to Success

4 Points to Consider when Renting an Email List 3 List Rental Pitfalls to Avoid Best Practices for Monetizing your Large List Q&A

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Organic List Growth Best Practices 9

5 Reasons to Build your Own Email List 1. You’ll get better response 2. It’s a sustainable asset 3. It’s more cost-effective in the long run 4. You know it’s credible 5. You’re in control

But it’s more difficult than it used to be… Source: The Email Marketing Kit, Jeanne Jennings (SitePoint), page 52

List Growth Statistics

67% of marketers have positive list growth

11% say their list is growing “quickly”

Another 30% are remaining steady Source: 2010 Email Marketing Benchmark Report , MarketingSherpa, page 113

What does your opt-in process look like?

Single opt-in Double opt in Just opt out

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Opt-in Options Single Opt-in

72%

Advantages

Double Opt-in

21%

Advantages

Generates more opt-ins (100%)

Proves opt-in definitively

Easier to manage

Generates hard bounce on bad addresses immediately

Less expensive

Prevents foul play Better deliverability

Disadvantages

Disadvantages

Potential for foul play

Generates fewer opt-ins (60-80%)

Higher deliverability rate issues

More complex to manage

Source: Best Practices in Email Marketing Handbook (2009), MarketingSherpa, page 29

Best Opt-in Tactics – B2B Top Five for Quality and Quantity 1.

Free trials/downloads

2.

Sales alerts/product announcements

3.

Trade events

4.

Newsletter offers

5.

Check boxes on registration and order forms

Source: Best Practices in Email Marketing Handbook (2009), MarketingSherpa, page 27

Best Opt-in Tactics – B2C Top Five for Quality and Quantity 1.

Sweepstakes (highest volume producer by far)

2.

Free trials/downloads

3.

Check boxes on registration and order forms

4.

Sales alerts/product announcements

5.

Newsletter offers Source: Best Practices in Email Marketing Handbook (2009), MarketingSherpa, page 28

With regards to social sharing, I am currently:

Using it now on my site and in my campaigns Planning on using it in the next 6 months Thinking about it but don’t know where to start Haven’t thought about using it

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Emerging Tactic: Social Sharing

Planned use of social sharing for list growth has grown dramatically in the past year

Source: 2010 Email Marketing Benchmark Report , MarketingSherpa, page 210

Social Media Sharing With Social sharing rates average 0.5% while forward-to-a-friend rates are typically only a few tenths of 1%

Without Shared emails delivered an average increase in reach of 24.3%

Source: Jennings on Email, Full Day Workshop, Jeanne Jennings, 2008-2010

Blogs and Forward to a Friend Case Study: Noobie  Blogs Asked top blogs appealing to moms to promote contest

Twitter Tweets for both contests

Contests Wii for new subscribers iPods for bloggers

Forward to a Friend Additional entries

Source: How to Build a Subscriber List Inexpensively Using Blogs, Contests , MarketingSherpa, March 25, 2009

Noobie Case Study: Results Results List grew to 20 times its previous size in 3 months

Top Sources 71.5% from blogs 20% of blogs approached (40 total) promoted the contest

12.8% Forward to a Friend Names were only added if the friend clicked through to enter the contest

Source: How to Build a Subscriber List Inexpensively Using Blogs, Contests , MarketingSherpa, March 25, 2009

Club Membership Case Study: Cirque de Soleil  Benefit 20 “upgrade” tickets available for each performance

Higher than average clickthrough to sign-up from calls to action Double opt-in – 80% respond

Source: Best Practices in Email Marketing Handbook (2009), MarketingSherpa, page 48

Online Email Acquisition Quid Pro Quo

Calls to action

Need to offer the visitor something of value in exchange for their email address and other information No one needs another email newsletter But they might want information from you if it’s relevant to their  interests

Offer Incentive Look and feel

Placement Prominent position on all pages Offer

Source: Jennings on Email, Full Day Workshop, Jeanne Jennings, 2008-2010

Online Calls to Action Elements Benefit-oriented language Incentive Form field Opt-ins rose 31%

Engaging creative Privacy statement

Source: The Email Marketing Kit , Jeanne Jennings (SitePoint), page 63

Online Calls to Action Prominent placement Top left and right are prime real estate

Above the fold On every page

Source: The Email Marketing Kit , Jeanne Jennings (SitePoint), page 69

Online Calls-to-Action Case Study: IntraWest Resorts  Expanded call to action to all pages Added a form field Additional fields on second page

Tenfold increase in sign-ups

Source: Best Practices in Email Marketing Handbook (2009), MarketingSherpa, pages 102-104

Online Registration 5 to 7 fields max More fields = higher quality Fewer fields = higher quantity Benefit-oriented language Analyze your abandon rate

Source: The Email Marketing Kit , Jeanne Jennings (SitePoint), page 64

Offline Sign-ups: 4 Tactics

1.

On-Site Surveys and Sweepstakes

2.

Fulfillment Inserts

3.

In-store Promotions

4.

Post-purchase Promotions

Source: Best Practices in Email Marketing Handbook (2009), MarketingSherpa, pages 80-82

Offline Sign-ups Case Study: Essential Apparel  Call to action on invoice Ordered from Amazon, no relationship with this company

Incentive Detailed instructions on how to sign-up

Source: Critique of an Offline-Online Email Sign-up Teaser Process (1 of 2), Jeanne Jennings (ClickZ), March 8, 2010

Opt-in measurement metrics Metric

Usage

Net new opt-ins

Measure overall progress of opt-in initiatives

Winback opt-ins

Track and trend the number of opt-ins revived through alternate channels

Opt-ins by channel/source

Understand which channels drive the most optins to adjust and refine opt-in media mix

Opt-ins by offer

Understand which offers drive interest

% of bouncebacks from first mailing

High bouncebacks may indicate offer isn’t of  enough value to provide an accurate email address

% of unsubscribes in first 30 days

High unsubs may indicate the content is not aligning with the promised value proposition or that people were opting in only for the offer

Business value in 1st year of opt-ins compared to non-permissioned

Quantifies long-term value of opt-in strategy compared to other channels

Source: Jennings on Email, Full Day Workshop, Jeanne Jennings, 2008-2010

Keys to List Building Success List growth is critical to a successful email program It’s not just about getting a high quantity of  names on your list It’s also about getting quality names on your list

And about engaging new subscribers from the first touch point

Learn through organic growth Master your sell without breaking the bank Carry this over to other tactics to accelerate growth, like list rentals

The details matter – execution is often the difference between success and failure

Track, Diversify, Evaluate

Sell your email program

Remember, there are no shortcuts

Make the program worth selling Consistently refine your value proposition

Run from anyone who tells you there are…

Source: Jennings on Email, Full Day Workshop, Jeanne Jennings, 2008-2010

4 Points to Consider when Renting an Email List See DM News, “Renting a Rock-Star Marketing List” by Dave Scott, 3/1/10

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1. Permissioning

Is the list permissioned? Have recipients consented to receive third-party emails? Ask for proof

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2. Brands Sell

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3. Metrics

Frequency of Messaging Past performance Deliverability Gross Open Rate Click-through Rate

“Debunk the Creative Myth”

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4. Test! Test! Test!

Apply the “Petri Dish Approach”

Healthy sample size Be prepared for the results Test multiple lists Optimize and expand

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3 List Rental Pitfalls to Avoid 36

1. “Trust Me!”

Insist on proof Deliverability Performance

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2. Wholesale Lead-Gen Multiple use of the same names Over-use Tend not to be permissioned lists High bounce rates/  unconfirmed addresses

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3. High Minimums & Favorites Avoid lists with high minimum requirements Hooks like “bonus of  25k names!” “Favorite Lists”

Let the data decide Find a good test quantity and optimize

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List Rental Considerations List Rental provides a very effective channel to rapidly grow audience base and drive leads Look for high-quality lists from leading brands that have strong metrics that support past performance Avoid lists that lack proof of performance and “deals of  the week” approach Don’t consider lists that are “sold” to multiple customers

Deploy several tests in comfortable quantities and optimize based on results

Best Practices for Monetizing Your Large List 41

Why Permission? Don’t have to, but you should want to

Users want to know what is going on; you want efficiency Better results, higher CPMs, greater potential ROI

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Best Practices to Permission Modify current data collection methods Change privacy policy and update Opt-in? Double opt-in? Optout? Permission-pass?

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Verify and Learn Tier 1: Pop-up landing page Tier 2: Straight email send to validate Tier 3: Re-confirm requiring action on their part, and opportunity to double opt-in

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Vision aligned with ROI What do you want to learn about your audience? What do marketers want to know about your audience? Align and build strategically Rome was not built overnight!

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Fields to Collect for B2C and B2B B2C Lists Must Haves

B2B Lists Must Haves

Full physical address

Company Name and physical address

Zip code at minimum

Title

Gender / Age / Income

Industry Type Number of employees / sales volume

Nice to Have

Nice to Have

Areas of interest

Date of permissioning

Date of permissioning

Area of influence / corporate spending by channel

Purchase history by recency or frequency

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What is the current size of your email list?

Under 100K records 100K – 500K records 500K – 1 Million records 1 Million + records

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Tipping Point Size Delivery quality In line with your expectations  – and the market

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Importance of Transparency Identifying yourself as the list owner Typically at the footer of the email Incorporated into subject line from advertiser

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Path to List Monetization Deploy solid means of data collection and permission to receive third-party messages Don’t take short -cuts on the opt-in process; build it right the first time

Collect high-value information on your audience as you build the list Embrace a transparent approach

Q&A 51

Next Webinar Early June:

Email Creative Best  Practices 

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Contacts

Jeanne Jennings Consultant, Speaker and Writer, Email Marketing Strategy 202-333-3245  [email protected] Twitter: @Jeajen www.jeannejennings.com

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Contact Us Marketfish Jenifer Joyce – Dir. of List Acquisition 206.905.1073  [email protected] 512 2nd Ave - Suite 201 Seattle, WA 98104 www.marketfish.com

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