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Email Marketing Best Practices
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Maciej OssowskiDirector of EducationImplix / GetResponseLondon, 21 Nov. 2012
Director of Education Dept.
Implix / GetResponse
1998
The start of GetResponse.com(one of the first email marketing platforms in the world to follow
the anti-spam rules)
Anti-spam rules
Today: 250.000 Customers, 185 countries, 160 employees
What would you like to learn What would you like to learn about email marketing?about email marketing?
Changing every pound invested in email marketing into
40 GBP return
*DMA study, 2011
Increase sales with email marketing and nurture relationships with Customers...
44% respondents claim that they feel more attached to a company that sends them newsletters
*Epsilon study, 2008
Never buy an email list!
way 1
UseSign up formseverywhere!
Sign up form – best practices
• Validating data in real time• Double opt-in: subscription confirmation• Checking duplicates• Verification of email’s syntax• Limited number of inputs (2-3)• Hints (“Did you mean Yahoo.co.uk?”)
Average sign up rate (in the ideal world)
10%
Regular in-line form
Horizontal form
Registration form
way 2
Social Media!
• Install a sign up on a Facebook fan page (convert fans to subscribers)
• Automatically publish newsletter on FacebookTwitter
• Publish newsletter archive links on FB / Twitter
• Give subscribers the opportunity to share theemail in social media
Get Social!
way 3
FB Connect: as easy as it gets
way 4
Give away something extra!
•Free tips, pictures, ringtones
•Contests with prizes
•Discount codes, promo codes
•Raports, whitepapers, ebooks
Can’t get everyone an Aston?
Try one of those bonuses:
Motivation: discounts (B2C)
Motivation: content (B2B)
way 5
Email Marketing + QR codes
Printed materials
Events
way 6
“Prior to adding the lightbox, we were getting 80-100 new subscribers per month on our home page subscription sign-up form. With the lightbox added, this number immediately grew remarkably”
• 388 in August
• 478 in September (a 482% increase)
• 413 in October
way 7
The Social Proof
According to Nielsen:
70% of consumers trust online reviews
92% think word of mouth is the most trusted form of
advertising.
way 8
Make them feel special
way 9
Sign up form + a blog post
way 10
Print forms (loyalty programs, hotel check-ins, etc.)
Thank you!Thank you!
Mac OssowskiMac Ossowski
Director of EducationDirector of EducationImplix / GetResponseImplix / GetResponseGetResponse.pl GetResponse.pl
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