TIM WATSONEmail Marketing Consultant
Grow Your List FasterJune 2014
Photo credit: Flickr arbyreed
Is this your strategy?
Content is King
Data builds the Kingdom
What’s your objective?
Quantity Quality
Why Bigger is a lot BetterA B
List size 25000 30000
Campaign Creation £500 £500
Send fee £50 £100
Total Cost £550 £600
Revenue per email (p) 3 3
Total Revenue £750 £900
Profit £200 £300
List size increase 20%Profit increase 50%
Tracking Source Performance and QualitySource Number
of leadsSource Cost
CPL 1st Monthly Revenue
Revenue per lead
Quality%
Google PPC 1400 £2310 £1.65 £480 £0.34 21%
Competition 950 £750 £0.78 £225 £0.24 31%
Incentivised signupFacebook Ad
Test Sources and invest in highest quality sources,where CPL is lower than
permitted acquisition cost
The 7 i‘sOf list growth
interest
Stimulate customer signup interest by giving benefits and reasons to
subscribe
1
Top of page or bottom?
incentive
Offer incentives to reduce friction to subscribe
2
Free, Win, Save incentives
Targeted incentives
Source: KISSMetrics
Lead capture rate doubled
impulsive
Help customers to act impulsively with spot on timing and by making it
easy
3
Wait until customers are engaged
Ask once value is established
35% of
sign-ups
During transactional processes
instant
Instant gratification not just promise of jam tomorrow
4
Offer immediate value
integrated
Integrate list growth across all touch points
5
Partners
Twitter Cards
Facebook – competitions and more
Solutions from: TabSite, Wildfire, Shortstack, Woobox, Heyo, Pagemodo, and Offerpop
Facebook Custom Audiences
Offline capture points
Source: Zettasphere http://www.zettasphere.com/email-list-growth-increased-3-3x/
3.3x more email addresses than publishing a URL
Within corporate Emails - bounce back
Header
Footer
50% of list growth using these banners Source: RocketSeed
Verify and recover failed addresses
improve
Review and improve list growth processes you already have
6
Optimise capture
Source: ContentVerve
31.54% more signups
investable
Evaluation and metrics that make list growth investable
7
B2C Example
𝑅𝑒𝑣𝑒𝑛𝑢𝑒𝑣𝑎𝑙𝑢𝑒𝑜𝑓 𝑎𝑛𝐵2𝐶 𝐸𝑚𝑎𝑖𝑙 𝐴𝑑𝑑𝑟𝑒𝑠𝑠=𝐿𝑖𝑓𝑒𝑜𝑓 𝑎𝑛𝑎𝑑𝑑𝑟𝑒𝑠𝑠×(𝐴𝑛𝑛𝑢𝑎𝑙 𝐸𝑚𝑎𝑖𝑙𝑅𝑒𝑣𝑒𝑛𝑢𝑒)
(𝐴𝑣𝑒𝑟𝑎𝑔𝑒𝑙𝑖𝑠𝑡 𝑠𝑖𝑧𝑒𝑖𝑛 h𝑡 𝑒 𝑦𝑒𝑎𝑟 )
Life 3 years, revenue £500K, list 75000= 3 years x £500K/75000 = £20
And set permitted email acquisition cost
Don’t be shy ASK
• Ask more often• In more places• More effectively
Questions?Get answers – contact me here…
Web http://www.zettasphere.com/contact/Twitter @tawatson
LinkedIn http://uk.linkedin.com/in/tawatson
Get Free Email Marketing Advice and Tipshttp://www.zettasphere.com/signup/