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In this presentation learn how to grow your company's email database to use for growing your business. Inside you will learn: - How to "get cultured" - Top 5 Email database growth killers - Defining permission based opt-ins - 10 strategies for building your email database - 35 tactics to execute the 10 strategies
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Grow Your Email Database…
…Grow Your Business!
WHAT’S IN
SIDEWhat’s Inside…
• “Get Cultured”
• How to “Get Cultured”
• Top 5 Email Database Growth Killers
• Defining Permission Based Opt-Ins
• 10 Strategies for Building Your Email Database
• 35 Tactics to Execute the 10 Strategies
GET CULTU
REDGet Cultured
Make growing the email database a strategic priority!
HOW
DO YO
U GET CU
LTURED?
How Do You Get Cultured?
Keep and publish a growth scorecard
Do internal trainings on
importance of email marketing
Showcase success stories/case
studies
Use internal sales contests and
interdepartmental comparisons
HOW
DO YO
U GET CU
LTURED?
How Do You Get Cultured?
Keep and publish a growth scorecard
Do internal trainings on
importance of email marketing
Showcase success stories/case
studies
Use internal sales contests and
interdepartmental comparisons
Get managing partner to talk
about importance
Get team leaders to talk about importance
Compensation to successful teams
Pass on reports/stats on importance of email growth
THE TOP 5 EM
AIL DATABASE GROW
TH KILLERSThe Top 5 Email Database Growth Killers
1. “Dirty” lists2. No share of mind3. No accountability4. No process5. No infrastructure
THOU
SHALT NOT
Thou Shalt Not…The 3 Golden Rules
1. Purchase an email database2. Compile a list/Research contacts
to add to database3. Email any contact that has not
opted in to receive information
DEFININ
G PERMISSIO
NDefining Permission
Companies that send promotional emails only to prospects who have requested to receive such correspondence practice permission based email marketing.
Prospects must “opt-in”, before they get on your email distribution lists
MAKE REQ
UESTS O
N-SITE
Strategy 1 – Make Requests On-Site
1. Make Requests On-Site
Where to publish?• Navigation bar• Home page• “Parent” pages• Blog
MAKE REQ
UESTS O
N-SITE
Tactic 1 – Subscribe CTA button
Use a CTA : "Subscribe to / Join our …."
MAKE REQ
UESTS O
N-SITE
Tactic 2 – CTA with Incentive
Use CTA with an incentive: "Subscribe / join and get …"
Subscribe to Our Newsletter!
Our Special Thanks: Free 10 Point Action Plan for Paying Less Corporate Income Tax
incentive
MAKE REQ
UESTS O
N-SITE
Tactic 3 – Encourage Blog Comments
Blog comments - require email address
Capture email here
MAKE REQ
UESTS O
N-SITE
Tactic 4 – Pop-ups
Consider using relevant and timely popups: "Subscribe/join…”
MAKE REQ
UESTS O
N-SITE
Tactic 5 – Archived Newsletter Web Page
Create an onsite archived newsletter page with a prominent CTA: “Click here to receive latest newsletters”
Capture email here
MAKE REQ
UESTS O
FF-SITEStrategy 2 – Make Requests Off-Site
2. Make Requests Off-Site
Where to publish?• Outbound emails• Newsletters
MAKE REQ
UESTS O
FF-SITETactic 1 – Outgoing Emails
Add link from all outgoing email to "join/subscribe" landing page
Link included in signature
MAKE REQ
UESTS O
FF-SITETactic 2 – Forward to a Friend
Forward offer/newsletter to a friend
MAKE REQ
UESTS O
FF-SITETactic 5 – Example 1: Add CTA to White Paper
Always include a link to "join/subscribe" in white papers, articles, videos, etc…
MAKE REQ
UESTS O
F-SITE Tactic 6 – Example 2: Add CTA to End of Presentation
Add "join/subscribe" message to all videos and shared presentations
Subscribe link on the last page of
presentation
MAKE REQ
UESTS O
F-SITE Tactic 7 – Printed Materials
Add a call to action to printed materials: "Subscribe to / join our…"
MAKE REQ
UESTS O
F-SITE Tactic 8 – QR Codes
Add a QR code to your print marketing collateral that people can scan to opt in to your email database.
ADVERTISE FOR SU
BSCRIBERS USIN
G PPCStrategy 3 – Advertise for subscribers using PPC
3. Advertise for subscribers using PPC
Where to publish?• LinkedIn• Google• Twitter• Bing• Trade publications (digital)• Trade association websites
ADVERTISE FOR SU
BSCRIBERS USIN
G PPCTactic 1 – Purchase Ad Space
Buy ad space (trade publications and trade association websites)
ADVERTISE FOR SU
BSCRIBERS USIN
G PPCTactic 2 – Google AdWords
Create a Google
AdWords email
capture ad
OFFER SU
BSCRIPTION
VIA SOCIAL M
EDIAStrategy 4 – Offer Subscription via Social Media
4. Offer subscription opportunities via Social Media
Where to publish?• LinkedIn profiles and
business pages• Twitter• Facebook Pages• Google+• Slideshare• YouTube
OFFER SU
BSCRIPTION
VIA SOCIAL M
EDIATactic 1 – Offer Subscription via Social Media
Add "join/subscribe" message/link to all profiles and bios - individual and corporate
LinkedIn Individual Profile Example
LinkedIn Company Page Example
OFFER SU
BSCRIPTION
VIA SOCIAL M
EDIATactic 2 – Offer Subscription via Social Media
Select appropriate LinkedIn Groups and do a "join/subscribe" ad - try this with an incentive and w/out an incentive
OFFER SU
BSCRIPTION
VIA SOCIAL M
EDIATactic 3 – Slideshare Presentations
Add "join/subscribe" message to all Shareshare presentations
Link to landing page with newsletter subscription
OFFER SU
BSCRIPTION
VIA SOCIAL M
EDIATactic 4 – Tweet
Use Twitter to drive followers to "join/subscribe"
Link to landing page with newsletter subscription
SOLICIT SU
BSCRIBERS VIA TRADITION
AL DIRECT MAIL
Strategy 5 – Solicit subscribers via traditional direct mail
5. Solicit subscribers via traditional direct mail
Where to publish?• Mail campaigns
SOLICIT SU
BSCRIBERS VIA TRADITION
AL DIRECT MAIL
Tactic 1 – Direct Mail
Send direct mail to prospects and suspects with link to an opt in landing page
SOLICIT SU
BSCRIBERS VIA TRADITION
AL MEDIA
Strategy 6 – Solicit subscribers via traditional media
6. Solicit subscribers via traditional paid and other media
Where to publish?• Print advertising
(mass market and trade publications)
• Broadcasts• Sponsorships
SOLICIT SU
BSCRIBERS VIA TRADITION
AL MEDIA
Tactic 1 – Ad Campaigns
Always promote subscription or join list in any advertising campaign
Subscribe to our newsletter http://bit.ly/Txl6QY
SOLICIT SU
BSCRIBERS VIA TRADITION
AL MEDIA
Tactic 2 – Single Focus Paid Campaign
Do a single focus paid campaign, with an offer to join or subscribe…w/offer
…Visit our website at www.1234.com and click on the “subscribe now button”
SOLICIT SU
BSCRIBERS VIA TRADITION
AL MEDIA
Tactic 3 – PR Initiatives
Always mention "join/subscribe" in all PR initiatives
SOLICIT SU
BSCRIBERS DURIN
G 1:1 MARKETIN
G ACTIVITIESStrategy 7 – Solicit subscribers during 1:1 marketing activities
7. Solicit subscribers during 1:1 marketing activities
Where to publish?• Meet and greets• Small group events• Rolodex/Outlook• On hold messages• Webinars• Trade shows• Live speeches/presentations• Collateral materials
SOLICIT SU
BSCRIBERS DURIN
G 1:1 MARKETIN
G ACTIVITIESTactic 1 – Meet and Greets
Meet and greet: get understanding that 1 objective of the meet and greet is to get permission to include attendees on your email list
SOLICIT SU
BSCRIBERS DURIN
G 1:1 MARKETIN
G ACTIVITIESTactic 2 – Initialed Business Cards
Business card opt in: initialed business card = permission.
"May I include you … initial your card"
SOLICIT SU
BSCRIBERS DURIN
G 1:1 MARKETIN
G ACTIVITIESTactic 3 – Outlook
Reach out via Outlook email (1:1)
SOLICIT SU
BSCRIBERS DURIN
G 1:1 MARKETIN
G ACTIVITIESTactic 4 – Contests for Staff
Contests for staff:1. Covert my Outlook/rolodex/association list/etc. to
an opt in email and win…2. Deep Dive: Increase number of opt-in emails from
current clients and win…
SOLICIT SU
BSCRIBERS DURIN
G 1:1 MARKETIN
G ACTIVITIESTactic 5 – Voicemail Messages
When recording your outgoing voicemail message, always offer your newsletter. “…at our website…”
SOLICIT SU
BSCRIBERS DURIN
G 1:1 MARKETIN
G ACTIVITIESTactic 6 – Tradeshows
Trade show "drop a card in the bowl" … eligible for a prize and e-mail communications"
SOLICIT SU
BSCRIBERS DURIN
G 1:1 MARKETIN
G ACTIVITIESTactic 7 – Sign-Up Forms
Bring a sign up form to live events: “Sign up for our newsletters and alerts”
SOLICIT SU
BSCRIBERS DURIN
G 1:1 MARKETIN
G ACTIVITIESTactic 10 – Solicit subscribers during 1:1 marketing activities
Bumping hand held devices
DEEP MIN
E YOU
R CURREN
T CLIENTS
Strategy 8 – Deep mine your current clients
8. Deep mine your current clients to add subscribers
Where to publish?• Time and billing
systems
DEEP MIN
E YOU
R CURREN
T CLIENTS
Tactic 1 – Deep Dive
Deep dive: Goal is 2 to 5 email addresses/client
DEEP MIN
E YOU
R CURREN
T CLIENTS
Tactic 2 – Sharing Features
Encourage current email subscribers to share and forward your emails by including social sharing buttons and an "Email to a Friend"
Sharing features
DEEP MIN
E YOU
R CURREN
T CLIENTS
Tactic 3 – Client Onboarding
Enhance new client onboarding process with collection of email addresses for key client management and staff
PRODU
CE MO
RE OFFERS/CO
NTEN
TStrategy 9 – Produce more offers/content
9. Produce more offers/content
Where to publish?• Landing pages on
website
PRODU
CE MO
RE OFFERS/CO
NTEN
TTactic 1 – Submission Form
Submission = Permission
submitted form = email opt in
CROSS PRO
MO
TION
S AND CRO
SS MARKETIN
GStrategy 10 – Produce more offers/content
10. Cross promotions and cross marketing with affiliates
Where to publish?• Emails
CROSS PRO
MO
TION
S AND CRO
SS MARKETIN
GTactic 1 – Cross Market
Cross market with an affiliate, where they offer your content to their list and vice versa, driving readers to your landing page
CROSS PRO
MO
TION
S AND CRO
SS MARKETIN
GTactic 2 – Guest Blogging
Do guest blog posts and link your post to a "join/subscribe" landing page
SUM
MARY RECO
MM
ENDATIO
NS
Summary Recommendations
1. Get Cultured2. Do everything or as much
as you can3. Expect a slow and steady
build
THANK YO
U AN
D Q&
AThank You and Q&A
Please subscribe to our newsletters for news, observations and insights!
VitbergLLChttp://bit.ly/11NqQfw