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Email remains one of the most important tools for effective e-commerce and digital marketing professionals. But, if you don't have a strong list, you have no one to market to. This presentation, offered as part of a recent Internet marketing and e-commerce training session, looked at best practices for growing your email list to drive increased sales and revenues.
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Email Marketing: Keys to List Growth
Tim Peter & Associates
Your email list represents the most critical component of your email marketing program
Source: Acxiom
Email and personalization go hand-in-hand
• According to data and lead generation firm Madison Logic, – “…users are 22% more
likely to open an email if they are addressed by their first name.”
• Fully 72% of customers check email on mobile, according to eMarketer
Churn rate and list fatigue demand continual list building activities
• Churn rate:– The percentage of
subscribers who no longer receive your email (opt-out, change email addresses, claim spam, etc.). Churn rate typically averages 30% per year
• List fatigue: – The number of
subscribers who don’t open, click through, or convert (bacon)
YearNet Subscribers by Average
Churn
2014 10,000
2015 7,000
2016 4,900
2017 3,430
Source: David Daniels, “The Social Inbox,” The Relevancy Group
Why?
Without a list, you have
no one to market to
Where do customers provide email addresses? At check-out
Where do customers provide email addresses? Dedicated opt-in
Where do customers provide email addresses? At site entry
Other sources of email collection• Post check-out (in
receipt/thank you email)• Mobile apps• Gated content/log-in• Co-registration• Email to a friend• Social opt-in• Retail/sales/call center
request • Offline events• BRC’s in print or in-
person
What helps customers provide email?• Value– Premium/
exclusive content
– Loyalty rewards
– Value-add offers
– Discounts… but don’t start here!
• Safety– What do you
do with your list?
Questions?
Web: timpeter.com
Phone: 201-305-0055
Email: [email protected]
Twitter: twitter.com/tcpeter
