WhatCounts & FreshAddress break down 8 actionable, no-cost strategies to collect the maximum quantity of email addresses while maintaining database quality. We'll show you how to put these tips into action as well as how to effectively utilize third-party services to support your email efforts.
2. 36 CRAFTS STREET
NEWTON, MA 02458
617.965.4500 │ www.freshaddress.com
Presenter:
Fawn Young
Sr. Marketing Strategist
Fyoung@whatcounts.com
Presenter:
Michael Dreyfus
Director of Business Development
MDreyfus@freshaddress.com
Presenter:
Keith Reinhardt
Marketing Manager
kreinhardt@freshaddress.com
3. Housekeeping Notes
• Control panel on right
– “Grab Tab”
• hide panes or change view
– Audio
• choose speaker or phone
– Questions
• ask questions any time
• may be shared with group
• You are automatically muted
4. About FreshAddress
• Founded in 1999
• HQ: Newton, MA
• Email database services
• Over 9 billion emails
processed
5. About WhatCounts
the right size
• Founded 1999
• Privately Held
• HQ: Atlanta, GA
• 35 Billion Emails Annually
• 200 Customers
• 60 Employees
7. WhatCounts at a Glance
Account management that understands your
business' goals and helps you achieve them.
A platform that is robust and intuitive, and
can handle your email marketing needs.
An agency that is loaded with industry
experts. From email strategy to design to
delivery, our team will make sure you're
always sending amazing messages, at the
right time, to the right people
8. AGENDA
1. Don’t Take Shortcuts
2. Ask Everywhere & Refine Your Ask
3. Prevent Typos
4. Social Selling
5. Improve Your Forms
6. Stop Fearing Unsubscribes
7. Fight List Attrition
8. Maximize Your Existing Data
9. Remember: Not all email addresses are created equal!
1. Deliverable
Don’t ‘bounce‘
2. Accurate
Actually ID *your* customer/prospect
3. Primary
Not their ‘junk’ email acct
28. TYPOS ARE A PROBLEM!
• Lowered response rates
• Inadvertently abandoned
prospects:
Lost revenues
Opens door for competitors
Customer dissatisfaction
• Wasted marketing effort
and expense
• Risk of being blacklisted
29. Typo Prevention: Screen Everything!
POS
30% Failure Rate
Web Site
5-15% Failure Rate
Call Center
12% Failure Rate
Typical Email Collection Points
32. Typo Prevention: Use Technology
• Simple software code can enforce RFC standards
• More advanced software and services can filter out
invalid addresses
• The best services and APIs can actually notice and
correct typos in real-time
38. Improve Your Forms
A short input box is bad for everyone!
Annoying to the user:
• Can’t tell whether they entered their
address correctly
• Won’t receive what they signed up
for if wrong address is entered
Trouble for marketers:
• Hinders acquisition efforts
• Opens the door to problems
• Poor user/customer satisfaction
BETTER!
39. Improve Your Forms: How Big Is Big Enough?
• The average email address was 21.9 characters long
• To accommodate 80% of addresses, you need to display 28 characters
• For 95%, at least 31.
Dataset of 90 million email addresses:
42. If you love them, let them go (or at least opt-down)
Email unsubscribe doesn’t have to
signal the end of your relationship
with your customers.
Your subscriber retention plan
should have two parts:
1. A good unsubscribe experience; and
2. A plan to reduce unsubscribing.
43. If you love them, let them go (or at least opt-down)
If someone wants out, let them
… and make it easy!
But all is not lost.
44. Opt-out alternatives
• A change-of-address form that subscribers can use to update their
addresses. We love those people, so make updating simple.
• An “opt down” option that allows subscribers to receive less-frequent
mailings, such as a weekly digest of daily emails.
• List your other offerings, and let people sign up on that form.
• Suggest other channels such as your social media outlets (Facebook,
Twitter, Instagram, Pinterest, etc.), your mobile app, or direct mail.
46. List Attrition Facts
• 50 million people changed their email address
• Companies lose 30% of their lists due to attrition
– Switched Jobs
– Changed ISPs
– Graduated from School
– Abandoned b/c of spam
– Corporate rebranding
Each Year:
47. SOLUTIONS: Email Change of Address (ECOA)
• Just like NCOA, but for your email list
• 20%+ Update rate
• Ideal for large (100k+) lists of bouncing/inactive
addresses
• Pay per email address recovered
49. ECOA TIMELINE
Day 1 • Project initiation
• QC of initial data file
Day 2 - 4 • Hygiene processing
Day 5 - 7 • Match processing
• Match assembly & QC
Day 8 - 15 • Messaging Prep
• Permission message deployment
• Permission message wait period, minimum
of 5 days
Day 16 • Final file assembly
Day 17 • Final file QC
Day 18 • Results Returned
50. ECOA: Real Life Client Wins
International Nonprofit
• Generated an estimated
$670,000 in contributions
(a 1,000% ROI)
• Updated over 135,000 hard
bouncing email addresses
Leading Pet Supply Retailer
• Experienced a 25% increase in
sales for re-connected customers
• Updated approximately 30,000
bouncing, inactive, and invalid
addresses
52. Solutions: Email Appending
Send us your postal file
FRESHADDRESS cleans and standardizes it
We match against our proprietary, opt-in database of >1billion
records & carefully vetted, licensed partner databases
We return an updated file with….
100% guaranteed deliverable email addresses for up to
35+% of your list!
FRESHADDRESS cleans the list again
54. Email Append Project Timeline
Day 1 - 2 • Project initiation
• QC of initial data file
Day 2 - 4 • Weekly client email updates throughout the course of the
project
• Confirmation of successfully queued file
Day 5 - 7 • Match assembly & QC
• Messaging prep
• Permission message deployment
Day 8 - 12 Permission message wait period, minimum 5 days
Day 13 Final file assembly
Day 14 Final file QC
Day 15 Results returned
55. FreshAddress & WhatCounts Projects
Project: Email Append
Input File: 21,385,158 records
Match rate: 17.7%
Returned Results: 3,785,781 accurate
and deliverable email addresses
