Top Tactics & Techniques for Growing Your Email Subscriber List
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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 Tactics & Techniques for Growing Your Email Subscriber List
- 2. Welcome! Joel Book ExactTarget, Inc. jbook@exacttarget.com EmailMarketingbytheBook.com @JoelBook http://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
- 3. 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)
- 5. @JoelBook @ExactTarget
- 6. • Where Buyers Engage First • Enables Access to Content • Promotes Email Subscription
- 7. Websites are the Gateway to Engagement Word of Mouth Search Engine Sponsored Marketing Events 71% of new business leads will come Educational Direct Webinar Mail from the corporate or brand website by 2015. Social Trade Media Shows Source: SiriusDecisions Online Print Advertising Advertising Email Broadcast Marketing Advertising Public Relations
- 8. 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
- 9. The Path to Purchase Begins with Search The Customer Life Cycle Website Product Product Product Re-Purchase/ R / Brand Visit Evaluation Purchase Usage Renewal Loyalty Acquisition Tactics Search (SEO and PPC) 59% percent of B2B Online Advertising Lead marketers and 49% of Print Advertising Generation B2C marketers say SEO Marketing Events has the greatest impact Social Media on lead generation. Source: Webmarketing 123 2012 State of Digital Marketing
- 10. Website Facebook Twitter Blog eNewsletter 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. iPhone App Text Alerts Retailers
- 13. Scotts Converts Website Visitors to Subscribers Scotts invites website visitors to subscribe to Lawn Care Update
- 14. Scotts Teaches Consumers What Scotts Products to Use, When to Use them, and How Overview • Started in Spring 2000 • Subscribers: 1,800,000+ • 355 unique geo‐demographic versions Objectives • Deliver Personalized Content to Consumers • Drive Traffic to Channel Partners • Expand Scotts “Brand Advocates” Community Results • Scotts research shows Lawn Care Update subscribers use 1.5 more Scotts products than non‐subscribers
- 15. Volvo CE Cross‐Channel Marketing Strategy Website Twitter YouTube Monthly Email Weekly Newsletter Remarketing Email Trade Shows Magazine Volvo Construction Dealers
- 19. VOLVO USES EMAIL TO HELP DEALERS SELL EQUIPMENT
- 20. Western River Expeditions Uses SEO to Attract Customers
- 21. #1 in “Natural Search” Results
- 24. • Aids the Buying Process • Improves Service • Maximizes Retention @JoelBook @ExactTarget
- 27. 3 Surprising Findings about Brand Advocates Your Best Customers of brand advocates recommend products or are Your services weekly Best consider buying the product recommended by a Marketers Brand Advocate actually buy the product recommended by a Brand Advocate Marketing Source: Zuberance of ONE to the Power
- 29. HITACHI USES EMAIL HELP IT PROFESSIONALS MAKE SMART DECISIONS
- 30. Hitachi Data Systems Attracts New Email Subscribers through Social Sharing “Forward to a Friend” “Share This”
- 31. • 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
- 32. Dreamfields Pasta Uses Email to Drive Purchase and Word-of-Mouth Referral 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 is a client of HyperDrive Interactive
- 34. • Increases Brand Awareness • Fuels the Conversation • Attracts New Customers @JoelBook @ExactTarget
- 36. 75% of social media users Fansemail is the Without a plan to convert say and Followers best waySubscribers, social media is little to Email for companies to communicate with them. (MarketingSherpa) in search of a strategy. more than a tactic (Tweet This!)
- 37. Each Week, Crocs Converts 500+ Facebook Fans to Crocs Email Subscribers! Crocs Email Subscription Center Crocs Invites Facebook Fans to become Crocs Email Subscribers Crocs is a client of Digital Evolution Group Crocs’ “Deal of the Week” Email Personalized to Subscriber Preferences
- 38. Ticketmaster Gives Fans and Followers a Reason to Subscribe!
- 39. Scotts Invites Facebook Fans to Subscribe to Lawn Care Update ( And 50% Convert! ) Lawn Care Update subscription invitation
- 40. • Delivers Exclusive Offers • Drives Traffic • Extends Customer Service @JoelBook @ExactTarget
- 41. 84% of Consumers Use Tablets and Smartphones to Read and Respond to Email The State of Mobile Content Marketing http://www.slideshare.net/ExactTarget
- 42. By the end of 2013, 1.4Smartphone Users 40% Number of U.S. billion Now Opened The of All Emails Sent are smartphones willwillin use worldwide, up 44% over 2012. be grow toon a Mobile Device. and Read 137.5 million in 2013. Source: Return Path Android, 294MM Apple iOS, 45MM Windows ] [ 798MM eMarketer Source: ABI Research
- 43. The Number of US Tablet Users will grow to 108 million in 2013 108MM US Tablet Users The Apple iPad
- 44. 46% of CMOs believe mobile, smartphone, and tablet adoption will impact email programs in 2013. Source: MarketingSherpa 2012 Email Marketing Benchmark Report
- 45. 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
- 46. 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
- 47. 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.
- 48. 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. Pei Wei wanted to take advantage 80565 of email to launch a new limited time offering. Caramel JoelBook@ATT.net Using mobile allowed guests easily opt‐in to Pei Wei’s email program.
- 49. The Pei Wei Asian Diner Email sign-up form captures: • Email Address • Physical Address • Birthday Month & Day • Favorite Pei Wei
- 50. Welcome Email Sent to all New Email Subscribers
- 51. Bar-Coded Email Coupons Drive Consumers to Stores Campaign Results: • Generated more than 18,000 new email subscribers in just two weeks. • Produced coupon redemption rates of 20%!
- 52. • 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 CareFirst BCBS is a client of Meers Advertising
- 53. 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
- 54. 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
- 55. How it Works • Individual texts the word “HEALTHY” to 74574
- 56. 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
- 57. How it Works • She replies by sending her age. • Prompted to reply with gender.
- 59. How it Works • Replies with Zip Code • Prompted to reply with email address
- 60. How it Works • She replies with her email address • Receives an instant quote via text • Receives follow‐up text announcing how to apply
- 61. Auto Reply Email CareFirst 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%
- 62. Siemens Healthcare Uses MobileConnect™ to Convert Trade Show Attendees to Email Subscribers
- 63. Tradeshow Attendees are Invited to Text UPDATES to Receive Program Updates via SMS
- 64. Building Your Email List How to Do It Right! 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?”
- 65. Thanks! Joel Book ExactTarget, Inc. jbook@exacttarget.com EmailMarketingbytheBook.com @JoelBook http://www.linkedin.com/in/joelbook