How to Build Your Email File with No (New)

3/17/2009 How to Build Your Email File with No (New) Acquisition Budget Wendy Croissant, Email Marketing Director, Sierra Trading Post Stephen Gilberg, Founder and CEO, Happy Hours, Inc. Sal Tripi, Director, Publishers Clearing House Moderator: Stephanie Miller, VP, Market Development, Return Path 1 2 1 3/17/2009 3 Perils of Aggression 4 2 3/17/2009 5 6 3 3/17/2009 1. Use Search 7 2. Match the Offer to the Source 8 4 3/17/2009 3. Blogger Outreach 9 Merchandise Pre-roll 5 3/17/2009 Supported By 4. Reactivation 6 3/17/2009 Multi-Channel 5. Go Social 14 7 3/17/2009 15 16 8 3/17/2009 6. Partner for Content To Drive Traffic & Subscriptions 17 18 9 3/17/2009 7. Capture Email At Event Sign Up 19 Other Great Ideas to Steal • Do a catalog cross-promo (STP) – No additional cost – Conversion to sale from landing page is quite high Outbound Postal Mailers (PCH) – Including an “extra registration” for newsletters or other email programs – Multi-channel customers are often most valuable Cross Pollinate (STP, PCH) – Match up “recommendations” via behavior or product – Cross sell files (but be careful about permission grants and over mailing) In Store/Event (HH.com) – e.g.: kickback cards at register or during event – Printed newsletter 20 • • • 10 Other Great Ideas to Steal • Do a catalog cross-promo (STP) – No additional cost – Conversion to sale from landing page is quite high • Outbound Postal Mailers (PCH) – Including an “extra registration” for newsletters or other email programs – Multi-channel customers are often most valuable • Cross Pollinate (STP, PCH) – Match up “recommendations” via behavior or product – Cross sell files (but be careful about permission grants and over mailing) • In Store/Event (HH.com) – e.g.: kickback cards at register or during event – Printed newsletter 20 Acquisition Checklist  Don’t panic. Don’t just get aggressive, think through the long term impact.  Be creative. Focus on keeping the customers you have, as much as adding others.  Customize. Landing pages and the invitation that match the source can earn higher response. For example, Sierra Trading Post provides fishing offers to visitors from Fishing.com.  Think social and multi channel. Tap your “tribe” and community for new subscribers.  Ask everywhere. Identify ways that people want to give you information, for example PCH has a birthday contest (must be your birthday to win)  Keep initial sign up form simple. Collect more data over time.  Test. New subscribers met through community may happily provide more data at sign up.  Be sensitive to new subscribers – don’t over-mail. Test to see what tolerance will earn the highest response.  Improve the invitation. In today’s competitive, overflowing inbox, “Special offers” is not enough.  Use a Preference Center to give subscribers control.  Infuse feedback into your acquisition strategy. Giving subscribers a chance to speak up gives them ownership and higher brand equity.  Create content that is “forwardable.” Questions? Get a copy? Email stephanie.miller@returnpath.net 21 Get Creative – Lots of Options Co-registration Email list rental Online advertising Search & Product landing pages Sweepstakes Website optimization Content strategy Preference Center & the Unsubscribe Flip  Social Networks (Facebook, Linked In)  Microblogs (Twitter)                 Affiliate marketing Re-activation Append (internal or external) Forums/Discussion Groups Trade events/Conference files Sales team outreach Retail store visitors Call center scripts 22