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Building an email list

Building an email list. …without going to jail. Let’s start with the law. Implied Consent There is a relationship between you and the receiver of the email – i.e. they are a customer Explicit Consent

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Building an email list

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Presentation Transcript

  1. Building an email list …without going to jail.

  2. Let’s start with the law • Implied Consent • There is a relationship between you and the receiver of the email – i.e. they are a customer • Explicit Consent • They have explicit given you permission to send them emails. Default checkboxes don’t count. • Some providers take that a step further with double opt ins.

  3. Away from your website • Facebook email capture (using apps) • LinkedIn connections (using apps) • Affiliates and JVs (asking for them in the deal) • External Purchasers (giving them a reason to come back) • Meet and greets (business cards do exist) • Renting lists (if you dare!)

  4. But a word of warning…

  5. Creating the form – the easy bit!

  6. The standard

  7. Add some animation

  8. Add some animation

  9. The swordfish

  10. The catfish

  11. The popup

  12. Defining the behavior • Source of the visit • Mobile or Computer • Repeat or not • How long have they been there • Have they scrolled • Have they seen it before • Can you track them or not

  13. How intrusive do you want to be

  14. The technical challenges

  15. Words as well as widgets • Hi my name is Shayne can I have your email address???

  16. Words as well as widgets • Hi my name is Shayne can I have your email address??? • Give me a benefit and an incentive • Give me piece of mind

  17. Example Benfit Piece of mind

  18. Think about what happens next?

  19. MANAGING an email list

  20. There are three kinds of approaches • Those who have lot’s of lists • Those who one list with so many gaps • Those who have it all in check – and are a database admin • I refuse to acknowledge those still using excel and outlook

  21. Some things to think about with lists • Your email list is not your CRM • You have a list of people, not a list of email addresses • Advanced email marketing is dependent on a well managed list

  22. Some things to think about with lists

  23. Some things to think about with lists • What have I purchased • When did I purchase • Customer segment • High value • First time • Stale …

  24. Some things to think about with lists • Open issues ?

  25. Some things to think about with lists • Newsetter • Promo’s • What have they opened • What have they clicked • What have they bought

  26. Some things to think about with lists • Global • Campaign

  27. Some things to think about with lists • Where they live • What devices • When they joined • How they joined

  28. So what does this give you? • I can send campaigns based on • Who they are • What they’ve purchased • What interests they’ve shown • I can ensure • I minimisemy global unsubs • I make sure I don’t offer a product someone has • I can be sensitive to support requests

  29. To get there you’d need

  30. Let’s look at Mail Chimp • Importing • Groups • Static Segments • Reporting • Apps

  31. Infusionsoft.

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