Become and Email Acquisition Magician
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This slide deck covers 10 helpful tricks for acquiring email addresses, maintaining those emails with best-practices, and keeping those customers loyal to your brand. They also focus on tactics for utilizing a variety of channels to collect emails. - How to leverage your web presence to capture as many emails as possible without interrupting the user experience - Ways to incentivize registrations on your website, brick and mortar locations, and other channels - Best-practices in email marketing, and leveraging those tactics to optimize your ROI Questions? Tweet @FluentInc or email marketing@fluentco.com !
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Become and Email Acquisition Magician
- 2. Craig Swerdloff @swerd | @ExperianDQ @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent. Jordan Cohen @jcohen808 | @FluentInc
- 4. Make Signing Up a Primary Call To Action @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent.
- 8. Everyone Loves A Good Sweepstakes @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent.
- 10. Validate All Incoming Data @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent.
- 12. Email database management practices @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent.
- 13. First Impressions Are Everything @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent.
- 16. Don’t Hinder The User Experience on Your Registration Forms @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent.
- 17. @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent.
- 18. Collect The Data You Need Upfront to Get Your Program Off to a Good Start @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent.
- 21. Source: Experian, “Why birthday emails should be a part of every marketer’s program”, July 31, 2014
- 22. Make Your Intentions Clear @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent.
- 23. @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent.
- 24. Educate your staff on the value of collecting accurate @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent. emails
- 25. Reason for data inaccuracy @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent.
- 26. Use email acquisition best @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent. practices
- 27. Email deliverability events @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent.
- 28. Always Capture the Opportunity to Collect an Email Address! @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent.
- 29. Channels for collecting email addresses @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent.
- 30. Data used in linkage @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent.
- 31. Don’t Wait and Pray - Leverage CPA! @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent.
- 32. Home Page Registration Survey
- 33. Home Page Registration Survey Full Page Ad
- 34. Home Page Registration Survey Full Page Ad
- 35. Craig Swerdloff @swerd | @ExperianDQ experian.com/dataquality @2014. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Fluent. Jordan Cohen @jcohen808 | @FluentInc fluentco.com/magic Special offer!
Editor's Notes
- Jordan a. Discuss how the use of a pop up modal in exchange for e-mail capture has proven to be one of the most successful tactics. b. Never stop testing: i. no offer vs. offer ii. Button Color % off vs. $ amount off vs. free product giveaway iii. language used within call to action c. Ensure modal is a responsive design across devices d. Exit Modul pop-up Offer if the customer did not sign up for the welcome offer.
- Jordan a. Discuss how integrated sweepstakes can be used to drive new customers to your site and to keep them engaged with your brand. b. Give away your own product not trips like everyone else. c. Co-branded sweepstakes can be a powerful, effective method.
- Craig - Integrate validation on your forms - Use back-end solution to validate your lists before sending mail
- - Collectively, 78% of companies have problems with the quality of data from the channels they use. Call centers produce the poorest data quality followed by websites.
- Currently, 88 percent of organizations manage their email database in some way. The top method of managing an email database is to validate new email addresses.
- Jordan a. While this isn’t a specific acquisition tactic, it’s crucial to the success of your acquisition efforts. MAKE SURE that you have a well formulated welcome series strategy to onboard new users. If they don’t engage with your emails after a few months, make sure you remove them to keep your list fresh. b. Your E-mail welcome series sets the tone - 20% of e-mail marketing revenue should be coming from welcome series.
- You get this from AEO within seconds of signing up
- And it also is designed well for mobile…. Even prompting a “download mobile app” button when viewed on my iPhone
- Craig - Remove ‘confirm email address’ field - Minimize the number of form fields needed
- 78% of companies have data quality solutions on their eCommerce site. However, 23% of companies have solutions after the customer has completed the transaction because they do not want customer drop off. 5% actually said they didn’t have validation in place because they were concerned about drop-off 33% of organizations believe conversion is affected by data quality tools by 5% to 10% However, the number of forms on a field dramatically affects conversion rate and validation can help remove unnecessary forms. Reduce the number of fields on a form. If you can take out the duplicate email address field, it could improve your conversion. The infographic on the screen is from Quicksprout. They saw that their customer Imagescape reduced their contact form down to 4 fields and saw a dramatic jump on conversion rate.
- Jordan a. Discuss how integrated sweepstakes can be used to drive new customers to your site and to keep them engaged with your brand. b. Give away your own product not trips like everyone else. c. Co-branded sweepstakes can be a powerful, effective method.
- CheapFlights.com invites new subscribers to self identify their interest categories at the moment of opt-in… this allows for immediate targeting and segmentation, regardless of whether and when the consumer visits their website and page visit and transaction behavior is observed.
- The Coffee Bean & Tea Leaf collects the bare minimum to get the conversation going… but that includes your birthday… birthday emails convert 2X greater than regular emails and when else would be a better time to ask for your DOB?
- Craig - Let new subscribers know what they’re signing up for in terms of content and frequency. The hope here is that you can convince them to give you an email address that they check regularly.
- For example, loyalty programs are becoming an increasingly popular way to engage with consumers across all channels. 91% of companies have some sort of customer engagement or loyalty program in place. 81% of them are collecting an email address as part of that onboarding process. Not only do you need to collect an accurate email address, you also need to entice the consumer to provide it. Make sure you outline what you will provide as part of that loyalty program so the consumer completes the sign-up process.
- Incentivize them as well.
- 91 percent of companies still suffer from common data errors. The most common data errors are incomplete or missing data, outdated information and inaccurate data. The main cause of inaccurate data remains human error, which has consistently been the main cause of errors over the past three years. By educating staff on the importance of data accuracy, companies can help combat the level of human error in their system.
- Craig Email addresses should be acquired through opt-in, permission based methods. Purchasing large email databases that have poor data quality can greatly damage sender reputation and derail email campaign efforts. - Don’t rent/purchase lists - Keep your data integrity/security
- 61% of organizations have experienced events that could damage their sender reputation in the past 12 months Some of these key problems are due to poorly collected email address data and poor use of email acquisition practices. Purchased lists or a poorly managed email database can easily result in these problems.
- Craig - Websites Social Mobile - Conferences - Webinars Etc.
- On average, companies use 3.4 channels to collect customer or prospect contact data. Multinational companies operate through more channels than those who operate in a single country. The most common channel for interacting with customers is the organization’s website, followed by a sales team and the call center. The number of channels has remained consistent year-over-year. And while websites are dependably the most popular channel , mobile is gaining in prominence. According to this year’s research, half of organizations are capturing customer contact data through mobile applications. According to the 2014 DMA Stat book: 20% of consumer media time is spent on mobile devices. 65% of all email is first opened via a mobile phone 73% of Facebook’s daily active users are coming from mobile 80% of smartphone users are spending their time in mobile apps with the remainder of their time in the mobile web. Industry estimates report that in 2013, US consumers spent $13 billion on goods and services through their mobile device. Mobile is influencing upwards of $670 billion in sales in the United States.
- The accuracy is so important not only for email marketing messages, which is ranked by marketers as the most important email communication channel for 2014, but also for linkage. Many of us are trying to leverage customer data for increased insight so we can personalize messages or better understand our consumer to increase conversion. 94% of companies are linking some customer information across channels and just over half are linking all customer information. The most popular piece of data to link customer information across channels is the email address, and that is followed by a customer name and phone number. You can see other data sets outlined on the graph. Make sure to collect an email address every time you interact with the consumer for your email marketing messages, but also for a consistent piece of information that enables you to better link customer data across all channels.
- Jordan - Nothing is going to beat the engagement levels on your organic traffic and search is a great tool for driving targeted visitors to your website. But if you only use these channels you’re missing out on around 90% of your potential new customer base. Tools like Fluent’s Adaptive Consumer Profiler enable you to buy new customers on a pay for performance basis in a highly targeted fashion. Having a strong welcome series is very important if you want to go this route.
- Fluent build out – how we target ads etc…
- Fluent build out – how we target ads etc…
- Fluent build out – how we target ads etc…