DMEXCO Presentation - Stranger Danger! How you should (and shouldn't) treat new leads

Stranger danger! How you should (and shouldn’t)

treat new leads.

Michal Leszczynski Content Marketing Manager

Agenda

1. What’s email marketing about? 2. What do we want to achieve? 3. What do we really want? 4. Top 10 email marketing mistakes

What’s email marketing about?

TRUST

DREAMS

PLANS

HOBBIES

HABITS

BUT WE LEARN IT THROUGH THIS

LIST BUILDING & LEAD GENERATION

THE PAST

THE PRESENT

WHAT DO WE WANT TO ACHIEVE?

Important metrics

1. Open Rate 2. Click-thru Rate 3. # of Conversions or Sales 4. CPA 5. ROI 6. CLV

Important metrics

1. Unsubscribe Rate 2. Spam Complaint Rate 3. Churn Rate

WHAT DO WE REALLY WANT?

LOYALTY

“If people believe they share values with a company, they will stay loyal to the brand.”

– Howard Schultz, CEO Starbucks

LOYALTY?

washingtonpost.com

Why would we want loyalty?

1. Lower marketing costs 2. Positivie W.O.M. 3. Price elasticity of demand 4. Resistance against competition

1. Shorter research time 2. Quality 3. Brand image and its characteristics 4. Additional benefits related to brand activities

Why would we want loyalty?

TOP 10 MISTAKES & WAYS TO AVOID THEM

1. NOT ASKING FOR PERMISSION

1. Ask for permission and state the purpose clearly 2. Use additional check-box 3. Send a confirmation email 4. Offer a preference center

Best practices

2. SENDING TOO MANY EMAILS

1. Use segmentation from the start 2. Have an onboarding campaign with relevant and useful

information 3. Suspend promotional emails 4. Control what messages are being sent

Best practices

3. SENDING NO EMAILS

All subscribers

New subscribers

Open Rate CTR

Why bother?

4. NOT TELLING THE TRUTH

Sign up forms, light boxes, etc.

Translation: Would you like to unsubscribe?

:( Yes, but not yet. Perhaps sometime soon there will be an offer I’ll want to try :) After weighing the pros and cons I want to do it

Be crystal clear about:

• what you are offering and selling • who is going to be contacting the subscribers • what are the conditions for using the coupon/taking part

in the competition, etc. • when can one opt out • is it really for free?

Best practices

5. OVERPROMISING

1. Exceed expectations 2. Underpromise 3. Provide great content, service and product 4. Be real and use social proof

Best practices

1. Dog food replenishment reminders 2. Additional info/summary of what you need for your trip 3. Workout/car check-up reminder 4. Offer based on weather conditions or location

Some ideas

6. ASKING TOO MANY QUESTIONS

7. NOT SEGMENTING

Content  Marke+ng  Ins+tute

8. NOT TESTING

Flickr

9. MAKING USERS JUMP THROUGH HOOPS

1. Offers that get delivered too late or state too many conditions

2. Not responsive emalia 3. Responsive email, not responsive landing page 4. Shopping cart and payment mechanism 5. Heavy images vs limited data packages

What could cause friction?

10. NOT LEARNING/IMPROVING

Q&A

Swing by our booth to say hi!

Hall 6 #C70

Let’s stay in touch!

Michal LeszczynskiContent Marketing Manager michal.leszczynski@getresponse.com twitter.com/mrleszczynski pl.linkedin.com/in/leszczynskimichal/