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Permission-based email has become the foundation of successful one-to-one marketing, and a company's database of email subscribers is one of it's most valuable assets. In this presentation from the 2013 MarketingSherpa Email Summit, Joel Book of ExactTarget shares examples of how smart brands are attracting new email subscribers.
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Top Tips and Techniques for Growing Your Email Subscriber List
Joel Book Principal, Marketing Research & EducationExactTarget
Welcome!Joel BookExactTarget, Inc.
[email protected]@JoelBookhttp://www.linkedin.com/in/joelbook
• Principal, ExactTarget Marketing Research and Education Group• 35 years experience in data-driven, technology-enabled marketing• Passionate advocate for relevant and responsible marketing
Why is this Session So Important?
• 93% of U.S. online consumers are email subscribers, receiving at least one permission-based email per day. (ExactTarget)
• 66% of consumers have made an email-triggered purchase. (ExactTarget)
• 59% of B2B Marketers Say Email is their Most Effective Channel for Generating Revenue. (BtoB Magazine)
• 40% of emails are now being read on a mobile device. Up 300% in the past 2 years alone! (Return Path)
@JoelBook @ExactTarget
• Where Buyers Engage First• Enables Access to Content• Promotes Email Subscription
Websites are the Gateway to Engagement
Trade Shows
Sponsored Events
Print Advertising
Direct Mail
Social Media
Broadcast Advertising
Public Relations
EducationalWebinar
Search Engine Marketing
Word of Mouth
Online Advertising
Email Marketing
71% of new business leads will come from the corporate or brand website by 2015.Source: SiriusDecisions
Websites are #1 for Email Subscriber Acquisition
35% of a company’s “most valuable” email subscribers are acquired via the corporate or brand website.Source: The Relevancy Group
Online Advertising
Print Advertising
Marketing Events
Acquisition Tactics
Social Media
Search (SEO and PPC)
Lead Generation
Website Visit
The Customer Life CycleProduct
EvaluationProduct Purchase
Product Usage
R /Re-Purchase/Renewal
Brand Loyalty
The Path to Purchase Begins with Search
59% percent of B2B marketers and 49% of B2C marketers say SEO has the greatest impact on lead generation.
Source: Webmarketing 1232012 State of Digital Marketing
iPhone AppRetailers
eNewsletterBlog
Facebook TwitterWebsite
Text Alerts
Scotts Alert: Now is the perfect time to apply Scotts Turf Builder WinterGuard Fall Lawn Fertilizer to your lawn. Reply STOP to end alerts. Other charges apply.
Engagement begins with registration at Scotts.com
Scotts gives website visitors “a reason” to register.
Scotts invites website visitors to subscribe to Lawn Care Update
Scotts Converts Website Visitors to Subscribers
Scotts Teaches Consumers What Scotts Products to Use, When to Use them, and How
Results• Scotts research shows Lawn Care Update subscribers use 1.5 more Scotts products than non‐subscribers
Objectives• Deliver Personalized Content to Consumers • Drive Traffic to Channel Partners• Expand Scotts “Brand Advocates” Community
Overview• Started in Spring 2000• Subscribers: 1,800,000+• 355 unique geo‐demographic versions
MagazineVolvo Construction Dealers
Trade Shows
Monthly Email Newsletter
Weekly Remarketing Email
Twitter YouTubeWebsite
Volvo CE Cross‐Channel Marketing Strategy
Volvo Construction Equipment uses SEO effectively!
Invites websites visitors to subscribe to a Volvo Construction Equipment e‐newsletter
Website visitors are invited to subscribe to Volvo Construction Equipment’s eNewsletters
VOLVO USES EMAIL TO HELP DEALERS SELL EQUIPMENT
VOLVO USES EMAIL TO HELP DEALERS SELL EQUIPMENT
Western River Expeditions Uses SEO to Attract Customers
Western River Expeditions Uses SEO to Attract Customers
#1 in “Natural Search” Results
Western River invites website visitors to first identify their trip preferences
Western River then invites prospective clients to opt‐in and submit their information request
• Aids the Buying Process• Improves Service• Maximizes Retention
@JoelBook @ExactTarget
Source: BtoB Magazine, 2012
Marketing to the Power of ONE
Your Best Customers
are Your Best
Marketers
3 Surprising Findings about Brand Advocates
of brand advocates recommend products or services weekly
consider buying the product recommended by a Brand Advocate
actually buy the product recommended by a Brand Advocate
Source: Zuberance
HITACHI USES EMAIL HELP IT PROFESSIONALS MAKE
SMART DECISIONS
HITACHI USES EMAIL HELP IT PROFESSIONALS MAKE
SMART DECISIONS
Hitachi Data Systems Attracts New Email
Subscribers through Social Sharing
Hitachi Data Systems Attracts New Email
Subscribers through Social Sharing
“Share This”
“Forward to a Friend”
• Introduced in June, 2004• Only great tasting low
carbohydrate pasta on market
• Appeals to diabetics, low carb dieters, and people seeking higher fiber
• Costs about double the retail of regular pasta
Dreamfields Pasta Uses Email to Drive Purchase and
Word-of-Mouth Referral
Dreamfields is a client of HyperDrive Interactive
In 7 years, Dreamfields has . . . ‐ Grown its consumer email subscriber base to 614,000+‐ Grown its healthcare professionals email subscriber base to 48,000+‐ Produced 7X increase in sales from 3M pounds to 22M pounds
Dreamfields does a great job of converting Facebook “Fans” to Email Subscribers!
• Increases Brand Awareness• Fuels the Conversation• Attracts New Customers
@JoelBook @ExactTarget
Social Media is Driving Leads and Sales
75% of social media users say email is the best way for companies to communicate with them. (MarketingSherpa)
Without a plan to convert Fans and Followers to Email Subscribers, social media is little more than a tactic in search of a strategy. (Tweet This!)
Each Week, Crocs Converts 500+
Facebook Fans to Crocs Email Subscribers!
Each Week, Crocs Converts 500+
Facebook Fans to Crocs Email Subscribers!
Crocs Invites Facebook Fans to become Crocs Email Subscribers
Crocs Email Subscription Center
Crocs’ “Deal of the Week” EmailPersonalized to Subscriber Preferences
Crocs is a client of Digital Evolution Group
Ticketmaster Gives Fans and Followers a Reason
to Subscribe!
Scotts Invites Facebook Fans to Subscribe to
Lawn Care Update
( And 50% Convert! )
Lawn Care Update subscription invitation
• Delivers Exclusive Offers• Drives Traffic• Extends Customer Service
@JoelBook @ExactTarget
The State of Mobile Content Marketinghttp://www.slideshare.net/ExactTarget
84% of Consumers Use Tablets and Smartphones to Read and Respond to Email
The Number of U.S. Smartphone Users will grow to 137.5 million in 2013.
Source: eMarketer
40% of All Emails Sent are Now Opened and Read on a Mobile Device.
Source: Return Path
By the end of 2013, 1.4 billion smartphones will be in use worldwide, up 44% over 2012.
[ 798MM Android, 294MM Apple iOS, 45MM Windows ]
Source: ABI Research
The Number of US Tablet Users will grow to 108 million in 2013 The Number of US Tablet Users will grow to 108 million in 2013
The Apple iPad
108MM US Tablet Users
46% of CMOs believe mobile, smartphone, and tablet adoption will impact email programs in 2013.Source: MarketingSherpa2012 Email Marketing Benchmark Report
About Pei Wei Asian Diner• Parent company: P. F. Chang’s• 170 locations in U.S.• Offers freshly prepared Asian
items influenced by the cuisines of China, Japan, Korea, Vietnam, and Thailand.
• Headquarters: Scottsdale, AZ
Pei Wei Asian Diner Uses Cross-Channel Strategy to Add New Email Subscribers
Objectives:• Drive traffic to Pei Wei’s 170 stores• Add new email subscribers
Channels Used:• In‐Store Digital Signage• Mobile [SMS]• Landing Page
Pei Wei Asian Diner Used In-Store Signage to
Promote a Special Offer
Pei Wei invited restaurant guests to take advantage of a buy‐one, get‐one free promotion for its new Caramel Chicken entree.
Pei Wei Makes it Easy for Guests to Opt-in to the Promotion using SMS
Over a 14 day period, guests were invited to text and receive a buy‐one, get‐one free coupon via email for its new Caramel Chicken entree.
80565
Caramel [email protected]
Pei Wei wanted to take advantage of email to launch a new limited time offering. Using mobile allowed guests easily opt‐in to Pei Wei’s email program.
The Pei Wei Asian Diner Email sign-up form captures:• Email Address• Physical Address• Birthday Month & Day• Favorite Pei Wei
Welcome Email Sent to all New Email
Subscribers
Bar-Coded Email Coupons Drive
Consumers to StoresCampaign Results:• Generated more than 18,000 new email subscribers in just two weeks.
• Produced coupon redemption rates of 20%!
CareFirst BCBS is a client of Meers Advertising
• The largest health care insurer in the Mid‐Atlantic region, serving 3.4 million members
• Provides services to individuals and groups in Maryland, the District of Columbia and portions of northern Virginia
Marketing Objectives• Generate leads within the
Individual Health Insurance Market for CareFirst BlueCross Blue Shield
• Make it easy for individuals to obtain a quote using a proprietary Mobile Messaging Business Process
Marketing Strategy• Target the Individual Health Insurance Market [ 25 ‐ 44 year olds ]
• Use signage at rail and bus stations to invite individuals to obtain an instant insurance quote via text
• Individual texts the word “HEALTHY” to 74574
How it Works
• Individual receives an automated text reply requesting her age.
• There are three routes she can go to get a quote:– Text to Quote– Mobile Website– Unique Phone Number
How it Works
• She replies by sending her age.
• Prompted to reply with gender.
How it Works
• She replies with gender• Prompted to reply with Zip Code
How it Works
• Replies with Zip Code• Prompted to reply with email address
How it Works
• She replies with her email address
• Receives an instant quote via text
• Receives follow‐up text announcing how to apply
How it Works
Auto Reply EmailCareFirst sends this follow‐up email to prospective customers prompting them to apply.
Results• Campaign ran 20 Weeks• Generated 449 Inquiries• Produced 201 Leads• Increased Sales 10%
Siemens Healthcare Uses MobileConnect™
to Convert Trade Show Attendees to Email Subscribers
Siemens Healthcare Uses MobileConnect™
to Convert Trade Show Attendees to Email Subscribers
Tradeshow Attendees are Invited to Text UPDATES to Receive Program Updates via SMS
Attract• Use SEO and SMS to attract potential customers to your website• Leverage social media. Invite “Fans & Followers” to Subscribe• Promote email sharing (Your Brand Fans are Your Best Marketers)
Engage• Design your website/landing page to drive opt‐in. Keep it simple.• Give visitors a “reason” to subscribe; Provide an incentive• Show example of the email(s) the subscriber will receive.
Serve• Send Welcome Email to thank the customer for subscribing• Invite subscribers to identify needs, interests, preferences• Ask “Who else could benefit from this information?”
Building Your Email List How to Do It Right!
Thanks!Joel BookExactTarget, Inc.
[email protected]@JoelBookhttp://www.linkedin.com/in/joelbook