This presentation talks about the organic as well as inorganic ways to grow your email database.

1. Got Database? Email List Acquisition
Naresh Bhagtani
Talk about this seminar #juvlon

2. Naresh Bhagtani
Managing Director
Niche Software
Chief product architect of
Juvlon email marketing
Clients across the world
Consulting since 8 years on
email marketing
naresh.bhagtani@nichelive.com
Presenter

3. Coming up...
Organic acquisition of email
Inorganic acquisition
Questions

4. Creating/Growing your own lists

5. Did you know...
● Fact: your email list degrades by 25% every
year
● Email list growth needs to be a regular and
consistent activity
You want to grow your list...
But what do you want to give?

6. What's the benefit to your subscriber
Promotions?
Make sure a potential subscriber has a good
reason to subscribe.
● Newsletters
● Educational, informative
● Rewarding
● Preferably long-term

7. Growing your list organically

8. Your website sign-up is KEY
● Make your sign-up ubiquitous and easily visible
● KISS (Keep It Simple and Short!)

9. Boost-up your Sign-up
● Create an archive of newsletters
● Have this archive available on your landing
page
● Have testimonials on your landing page
● Don't forget your privacy policy

10. Boost-up your Sign-up
● Provide the benefit at sign-up
● Create a mind-blowing Squeeze page

11. Boost-up your Sign-up
Auto-fill, making it super convenient
Try this to improve form sign-ups
http://maxblogpress.com (WordPress Plugin)

12. Put your signature to good use
Insert a direct link to your blog/promotion/offer into
your signature
With a call to action.

13. More ways for organic list growth
● Let others reprint your newsletters or content
● Include a sign-up link in your newsletter
● Sign-up form on your facebook page
● In-store communication

14. Growing your list inorganically

15. Grow your list INORGANICALLY
DO NOT EVER, EVER BUY LISTSDO NOT EVER, EVER BUY LISTS
● Renting Lists, think List brokers
● Partner with other lists owners, kind-for-kind
● Google Adwords
● Go for traditional advertising
● Sponsor conferences, webinars

16. Poll
Have you ever rented 3PLs?
1.I've used 3PLs and have had success
2.I wasn't happy with 3PL campaign performance
3.I've never used 3PLs, but I'd like to try

17. Third-party Lists 3PLs
3PLs can be of varying permissions levels3PLs can be of varying permissions levels
● Permission-based lists perform well
– Association members, publication subscribers
– Good, consistent relationship with the list owner
● Aggregated or compiled lists
– Loose or no relationship with list owner
– Extracted from directories, websites or one-time
interactions

18. Marketing to 3PLs
Sponsored sendingSponsored sending
● From name of the list owner, existing
relationship
● Co-brand the email body with their logo also
● Better open and response rates
● Applicable to permission-based lists

19. Marketing to 3PLs
We did this for more registrations
For better Return of Investment

20. Choosing the right 3PLs
List BrokersList Brokers
● Market multiple third-party lists
● Work on target audience matching
● Are able to provide a good mix of lists
● Can optimize your spends

21. Choosing the right 3PLs
Don't just choose one listDon't just choose one list
● Define your target audience
● Use a list broker
● Choose atleast 3 lists
● Test market to a slice of the lists
● Pick the best reponding list

22. But what's the objective of all this
Get your own subscribers, Grow your ownGet your own subscribers, Grow your own
subscription listsubscription list
● People from 3PLs will come
● From Search marketing will come
● From other advertising will also come ...
To your landing page. Thats where the real
conversion happens
What are you doing with your landing page?What are you doing with your landing page?

23. Emails and Landing Pages
How conversions happen

24. Craft an Engaging Headline
AirBnb

25. Use One Clear Call-to-Action
Square

26. Keep Your Forms Short
Forms - not be used in emails

27. Make the Design Reponsive
From GetResponse

28. Use Visual Cues
Chemistry.com

29. Include Trust Indicators
Testimonials, Client names
Awards, Affiliations
Security Seals
Social Reviews

30. General Format

31. Test, Test and Test
Run A/B Tests
● Headlines
● Copy
● CTAs
● Images

32. Examples

33. Examples

34. Examples

35. What have we learnt
● Your email list degrades by 25% every year
● Grow your list both organically and inorganically
● Your landing pages are KEY

36. Questions
Naresh Bhagtani
Managing Director
Niche Software
naresh.bhagtani@nichelive.com
See you at our next event
Sign-up for great email
marketing content at
www.juvlon.com

37. Got Database? Email List Acquisition
Naresh Bhagtani
Talk about this seminar #juvlon

38. Naresh Bhagtani
Managing Director
Niche Software
Chief product architect of
Juvlon email marketing
Clients across the world
Consulting since 8 years on
email marketing
naresh.bhagtani@nichelive.com
Presenter
That's me. Naresh Bhagtani.
I head the company Niche Software which has
created the email marketing product Juvlon.
I have contributed to the development of Juvlon since
the last 6 years
And I've been consulting on email marketing since
more than 8 now.
As an email marketing service provider, I can't tell
you the number times we've been approached for
email databases. Database hain kya? This webinar
is not about buying email lists. Its not about
extracting lists from websites and its not about
showing you ways to create email addresses using
programs.
Awww... do I hear people say awww... that's not fair.
I'll have to disappoint you if thats your expectation.

39. Coming up...
Organic acquisition of email
Inorganic acquisition
Questions
So what is this session about really about. It is about
the existing landscape of Emails in India. Bet
nobody has told you just how many resident
Indians can you possibly have on your list.
Then, we'll cover organic and inorganic methods of
list acquisition.
Questions? Put them down in the chat window and I'll
be happy to cover these at the end of this session.

40. Creating/Growing your own lists
Now, lets get to the topic at hand. Email List
Acquisition. Did you know...

41. Did you know...
● Fact: your email list degrades by 25% every
year
● Email list growth needs to be a regular and
consistent activity
You want to grow your list...
But what do you want to give?
That your email list degrades by 25% every year.
That will happen no matter how great of a
marketing programme you run. Call it fatigue,
disinterest, unsubscriptions, abandoned emails etc.
That makes list growth a continuous activity. It needs
to be consistent as well.
You want a list and you want grow the list. You need
to take a step back. What do you want to give to
those people who you want to be a part of the list.

42. What's the benefit to your subscriber
Promotions?
Make sure a potential subscriber has a good
reason to subscribe.
● Newsletters
● Educational, informative
● Rewarding
● Preferably long-term
You cannot keep shoving promotions at them. How
does that add value to them? If that's what you are
currently doing, then your list gradration will be
much more than 25% a year.
You need to give them something that can be of
some value to them. This value is usually
educational in nature, informative content,
whitepapers, reports, tips on best practices.
We have a customer who sells printer cartridges
through their website. They have a small but
involved database. The subscribers are involved
because the customer educates them on the best
way to use printer cartridges, for a longer life, the
settings one should have for the printer, the kind of
printer one should have based on print volume etc.

43. Growing your list organically
So if you're a business – online or offline – you must
have a content strategy. This content strategy
includes content creation and content marketing. It
is a must. And email comes as part of your content
marketing.
By organic, I mean growing your list step-by-step
through your website, newsletters, referrals, social
media networking, spreading word about your
content
For organic growth your website is key. Your website
has to be conducive to people asking the right
questions, ie, generating enquiries or wanting to
sign-up for your regular communication

44. Your website sign-up is KEY
● Make your sign-up ubiquitous and easily visible
● KISS (Keep It Simple and Short!)
Boost your Sign-up on your website. Consider every page
on your website as a landing page. Visitors could land on
any page of your website, not necessarily your home
page

45. Boost-up your Sign-up
● Create an archive of newsletters
● Have this archive available on your landing
page
● Have testimonials on your landing page
● Don't forget your privacy policy
● Create an archive of newsletters
● Have this archive available on your landing page
● Have testimonials on your landing page
● Don't forget your privacy policy
●
● Give your visitors a good reason to sign-up with
you

46. Boost-up your Sign-up
● Provide the benefit at sign-up
● Create a mind-blowing Squeeze page
● Provide the benefit at sign-up
● Create a mind-blowing Squeeze page. By that I
mean create a page or a popup especially for
taking sign-ups

47. Boost-up your Sign-up
Auto-fill, making it super convenient
Try this to improve form sign-ups
http://maxblogpress.com (WordPress Plugin)
And you can also consider using this auto-fill plugin if
you have a word-press site. This can be applied to
all forms. It pre-fills your form with the auto-fill
details stored in the browser. So it makes
registration effortless for the visitor

48. Put your signature to good use
Insert a direct link to your blog/promotion/offer into
your signature
With a call to action.
You signature is often the most ignored part of your
communication. The receiver however, can see this
even if the sender who is creating the mail takes
this for granted. You normally would have a
disclaimer but have you thought of putting
something more useful into your signature.
This goes out in every email of every employee in the
company.
This is what we do. We switch the bottom of the
signature with new content every week.

49. More ways for organic list growth
● Let others reprint your newsletters or content
● Include a sign-up link in your newsletter
● Sign-up form on your facebook page
● In-store communication
Let others re-print your content with a proper bye-line which
you still get the credit and a back-link.
Your facebook or linked in visitors are also essentially
anonymous. You can know their names but there is no
contact info. You need to encourage them to not just like,
but sign-up for something so that you get their contact for
further communication.
If you have a retail presence, like a shop or a restaurant,
use in-store communication to encourage sign-ups

50. Growing your list inorganically
Now here's the topic that I believe you're more
interested in. How do I acquire a large chunk of
emails in a jiffy? Its what I call inorganic growth.

51. Grow your list INORGANICALLY
DO NOT EVER, EVER BUY LISTSDO NOT EVER, EVER BUY LISTS
● Renting Lists, think List brokers
● Partner with other lists owners, kind-for-kind
● Google Adwords
● Go for traditional advertising
● Sponsor conferences, webinars
And if you're thinking of buying lists or have been buying lists, please forget
about it. Buying lists is not going to lead you anywhere. Well actually it
will lead you to being blacklisted. Sending unsolicited mail in India may
be not illegal in India but it is elsewhere in many countries. And just
because the governing body TRAI has no rules about email
communication for 300 million users, it doesn't mean we should be
abusing the medium.
Anyway, some of the right ways to grow your list organically are listed here.
I'm going to cover Renting Lists in detail compared to the others. So I'll
come to that in a few moments. Partnering with other list owners
otherwise called barter. They don't exchange data but they run
promotions on each other's lists. This usually happens between
subsidiaries of a parent company.
Gogle Adwords may sound uncoventional for list building but it is a regular
way to promote products or services. Ever thought of using Google
Adwords to promote your content so that interested people sign-up to
receive your content?
Traditional advertising, if you have the money... why not? I remember
watching TV commercials from BBC and even CNBC TV18 for viewers to
sign-up for their newsletters. Now you see companies like flipkart,
expedia etc asking you to download their mobile app. First thing they get
after you download their app, is your email, without which you cannot use
their app.
Sponsoring webinars like these is definitely a cost effective way to get a
good targeted list. Conferences are more expensive. Let me now get to
the topic of Renting Third Party Lists. Simply put, Third Party Lists or
3PLs are lists that are owned by entities other than yourself. Renting
3PLs means that you get to send your promotions on these ilsts owned
by others

52. Poll
Have you ever rented 3PLs?
1.I've used 3PLs and have had success
2.I wasn't happy with 3PL campaign performance
3.I've never used 3PLs, but I'd like to try
So let me ask you, have you ever rented Third Party
Lists and what's your experience been like?
I've used 3PLs and have had success
I wasn't happy with 3PL campaign performance
I've never used 3PLs, but I'd like to try
3PLs are not for us
This is interesting.

53. Third-party Lists 3PLs
3PLs can be of varying permissions levels3PLs can be of varying permissions levels
● Permission-based lists perform well
– Association members, publication subscribers
– Good, consistent relationship with the list owner
● Aggregated or compiled lists
– Loose or no relationship with list owner
– Extracted from directories, websites or one-time
interactions
Before I tell you how to make the most of Third Party Lists, you
need to know a little bit about the general quality of Third Party
Lists.
There are those which are highly permission based which have
been nurtured well. So you can expect good response ratios.
Normally, these lists are communicated with good quality content
on a regular. They are fed with a good balance editorial and
advertising content. You can expect publications, associations
and good content creators have such lists.
On the other hand, there are lists where the list owners have no
real relationship with the subscribers. These have been collected
over time without any specific permission and have been
regularly fed with advertising content. The list owner does not
really provide any valuable content to this list. The response
ratios you can expect will be low in this case.
Accordingly you budgets will vary too. Permission based lists will
be more expensive but in my opinion will be more cost effective
than aggregated ones in terms of Return of Investment.

54. Marketing to 3PLs
Sponsored sendingSponsored sending
● From name of the list owner, existing
relationship
● Co-brand the email body with their logo also
● Better open and response rates
● Applicable to permission-based lists
Lets talk about how to market to Third Party Lists, particularly to
the good Permission based lists. And I'm talking about best
practices here – what you as an advertiser should be doing to
extract the most of your promotions on Third Party Lists.
Make sure the email campaign is goes out with the List Owners
from name. That's right you heard me right. The from should not
be your brand name. This is an alien list for you and vice-versa
you are an alien for subscribers of this list. The list owner has an
existing relationship with the subscribers. You need to capitalize
on this relationship. Remember recipients first see who the mail
is from and then the subject line. Use your brand name in the
subject line instead.
And if you have the option, include the logo of the list owner in the
body of the email. Many subscribers believe their email address
is willingly distributed by list owners. Co-branding your mail with
the list owner's logo shows you as a partner and not an
advertiser. This creates better trust with the subscribers of the
list.
I have seen these best practices in play.

55. Marketing to 3PLs
We did this for more registrations
For better Return of Investment
For example we promoted this webinar on Trade briefs who have
permission based lists. Although, we couldn't partner with
Tradebriefs for this webinar, we made sure the from name
appeared to be Tradebriefs and not Juvlon.
Lets not forget, the objective of pouring in your valuable money into
Third Part Lists is for a return of investment. And our return was
registrations for this webinar. Some of you do see this working.

56. Choosing the right 3PLs
List BrokersList Brokers
● Market multiple third-party lists
● Work on target audience matching
● Are able to provide a good mix of lists
● Can optimize your spends
Have you heard of list brokers? This is not such
mature concept in India but there are a few players
in this.
List brokers are agencies that market different Third
Party Lists. List brokers are in a position to provide
you a good choice of lists, so you can target your
audience better. You can get third party lists based
on geography or age or both.
Instead of approaching different list owners and
keeping tabs of their lists, a list broker serves as a
one-stop shop for third party lists.
Juvlon has started this service called PrimeNetwork
where we provide high quality permission-based
thirty party lists for renting.

57. Choosing the right 3PLs
Don't just choose one listDon't just choose one list
● Define your target audience
● Use a list broker
● Choose atleast 3 lists
● Test market to a slice of the lists
● Pick the best reponding list
Another good thing about list brokers is that you can
try different lists even before you run your
campaign, like a sampling before you buy the
whole chunk of cheese.
Try small sections of 3 different lists. See which list
works out for you and send your campaign your
campaign to the larger section of that list.

58. But what's the objective of all this
Get your own subscribers, Grow your ownGet your own subscribers, Grow your own
subscription listsubscription list
● People from 3PLs will come
● From Search marketing will come
● From other advertising will also come ...
To your landing page. Thats where the real
conversion happens
What are you doing with your landing page?What are you doing with your landing page?
Now, let me ask you what's the objective of all this
effort. What you really want is to grow your list right,
in the hope that sooner or later they will become
your customers.
What you really want it is to get your own list of
subscribers. Whichever inorganic method you use,
these new potential people will come to your
landing page.
So my question to you is, are you making the most of
the opportunity when these new people come to
your landing page? Your goal is to convert this
traffic into your subscribers. Your landing page is
where the magic happens, that's where you convert
a visitor to a potential customer.

59. Emails and Landing Pages
How conversions happen
A good, persuasive landing page grabs the attention of
visitors and compels them to complete a conversion. It
serves as an extension to your email promotion.
Lets figure out how we can make the magic happen on
landing pages. I'll share some tips and tricks to make
effective landing pages. Most of these principles apply to
creating a good email design too. Many of you must be
already using these methods.
By a show of hands, how many of you use landing pages
regularly to convert visitors into customers?
So I encourage you to share your experience just after I'm
finished... in 5 more minutes.
What does it take to make a good landing page or email?

60. Craft an Engaging Headline
AirBnb
A survey by Copy Blogger shows 8 out of 10 people
will read headline copy, but only 2 out of 10 will
read the rest so before you EVER send a prospect
to your landing page, ensure your headline will
hook them
Your headline consists of your main and secondary
line.
This example is from AirBnb. Cyrstal clear headline
and the secondary line sets expectations of readers
in seconds.

61. Use One Clear Call-to-Action
Square
Its tough enough to get someone from your email to
your landing page, and even harder to convert
them, so don’t make your life even harder by
adding multiple CTA’s. Any extra links or calls to
action will distract your viewer.

62. Keep Your Forms Short
Forms - not be used in emails
when it comes to creating a good landing page, less
is more. It is extremely important that you make
users fill out as few form fields as possible. The
more fields you ask a visitor to enter, the less
chance you have of them filling out the form and
completing the desired conversion. If your
conversion requires a form, only ask the essentials
of what you need. Remember, you can always ask
for more info on the thank you page.
This is one part that does not apply to emails. I
wouldn't recommend you use forms within emails.

63. Make the Design Reponsive
From GetResponse
With mobile devices taking over, you need to make
sure your landing pages are responsive. More than
50% of emails are now read on a mobile device. If
they tap on your email and turn up at desktop page,
you might as well bid your conversion goodbye.
Lets face it, if your landing page does not render well
on a mobile device, you've wasted your effort
creating the campaign.

64. Use Visual Cues
Chemistry.com
When a visitor lands on your page, you want to guide
your visitor's eyes to see the content, the way you
want them to see it.
Directional cues like arrows or fingers or even eyes in
this example, can play a key role in placing your
customer's attention on the most important part of
the page.

65. Include Trust Indicators
Testimonials, Client names
Awards, Affiliations
Security Seals
Social Reviews
Good landing pages make abundant use of trust
signals, which can indicate to visitors that their
service and brand are trustworthy. Trust signals can
take a number of different forms – testimonials are
a classic form of trust signal, capitalizing on word-
of-mouth to reassure visitors with endorsements
from past clients or customers.

66. General Format

67. Test, Test and Test
Run A/B Tests
● Headlines
● Copy
● CTAs
● Images
The final hallmark of good email/landing page is
testing. An effective landing page simply cannot be
created without a thorough amount of testing.
Testing and tracking results are essential for seeing
what your landing page is doing right, and what it is
doing wrong.
Optimize a landing page for conversion over time.
Run A/B tests, change copy, images, and call-to-
actions to see what resonates most with users. In
addition to A/B testing, testing two completely
different site designs against each other will be
beneficial in the long run.

68. Examples
This is a company called Industrial Strength
Marketing. They a digital marketing agency. This
was their campaign for responsive website design.
What a compelling, punchy headline: "Don't make me
zoom." It directly speaks to a common experience
most of us have had when we're browsing on our
phones or tablets -- and it's a quick edgy, too
Also this is a responsive page.

69. Examples
Basecamp has a really long, in-depth landing page
with lots of information below the fold, but what won
me over was that cartoon man pointing his finger to
the form. Not only does it spruce up a somewhat
minimal page, but it actually directs your attention
to the form.
Notice the trust factor starting right at the top. Its
6,244 companies... not over 6,000... not almost
6,300, but exactly 6,244 customers.

70. Examples
This is a well designed landing page from unbounce.
These guys are really the experts when it comes to
creating great landing pages.
This is a really long landing page. There's a lot of
information provided below the form. This way they
keep the visitor on the page and there's no need for
the visitor to want to look for more information
elsewhere on the unbounce website.

71. What have we learnt
● Your email list degrades by 25% every year
● Grow your list both organically and inorganically
● Your landing pages are KEY
So what have we learnt in the last 30-odd minutes.
That your list degrades naturally by 25% every year.
So even if you have one, you need to constantly
work on growing your list. Plus you do want to grow
your list whether degrades or not.
You need to grow your list organically... thats a given.
But every once in a while you need to look at
inorganic methods to grow your list too
Either way, your landing pages are absolutely
important to converting visitors to customers.

72. Questions
Naresh Bhagtani
Managing Director
Niche Software
naresh.bhagtani@nichelive.com
See you at our next event
Sign-up for great email
marketing content at
www.juvlon.com
Once again, thank you for attending. I'm Naresh
Bhagtani signing off now and hope to see you at
our next event.