Tag Archives: marketo

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29 Ways to Collect Email Addresses to Build Your Email Marketing List in this Weeks Email Marketing Update

collecting email addresses to build your email marketing list Source: http://jimijones.com/blogging/email-list-building-strategies/

Last week’s email marketing update talked about establishing a relationship with your email subscribers from the moment they give you their email address.  Today, we will talk about all the different ways to collect email addresses to build your email marketing list.

As a Digital Marketing Manager, one of your email marketing objectives is to increase your email marketing list with email addresses from your target audience.  There are many different tactics to obtain email addresses, and you want to use tactics that will attract your target audience.  Of the different methods that are available to obtain new email addresses, pick the ones that are relevant for your brand and your target audience.

77% of marketers ask for email addresses on their website according to Marketing Sherpa’s 2013 Email Marketing Benchmark Report.

Extremely Effective Method to Collect Email Addresses on your Website

My favorite way to collect email addresses on a website is to use a floater.  The image below is an example.

Example of Floater to obtain an email addresses From Mequoda Source:http://www.mequoda.com/articles/email-marketing/using-floater-order-forms-to-increase-landing-page-conversion-rates/

  • Looks like a pop-up. However, the floater does not function like a pop-up.
  • Floaters have seen a 20-50% lift in website conversions according to Mequoda
  • Floaters briefly interrupt the user experience, and the user can easily close out of the floater without affecting their experience on your website.
  • Benefit of a floater is that it can appear on any web page where a user enters your website
  • Finally, you can configure the floater to only appear on the user’s first visit to your site.
  • For more information about the floater please refer to Mequoda’s Use Website Floaters to Increase Email Conversion Rates.

Since the user can easily click out of the floater without providing their email address, you should provide additional methods on your website to collect email addresses. Depending on the layout of your website, find the best place where you can obtain the highest number of email addresses.

Different areas on a webpage to collect email addresses:

  • Sidebar
  • Header
  • Footer
  • Middle of Page
  • Bottom of Content
  • Welcome Gate – Instead of a floater, a welcome gate redirects visitors to a landing page before visitors enter your website.

Before moving on to other email address collection methods, one tip:

Find the best balance in placing the right number email address collection options on your website that will not hinder your target audience’s experience on your website.

As a Digital Marketing Manager or an Email Marketing Manager, you should go through all the different options of collecting email addresses and evaluate which options work best for you. It is important to maximize the number of ways to collect email addresses to help you reach your email marketing objectives.

29 Ways to Collect Email Addresses to Build Your Email Marketing List

Collect email address to build your email marketing list Source: http://www.businessonline2u.com/business-information/start-an-informational-product-business-%E2%80%94-step-by-step-guide

  1. Website registration page
  2. Social Media sharing buttons in email
  3. Registration during purchase
  4. Online events (webinars, podcasts, webcasts, virtual tradeshows)
  5. Facebook registration page
  6. Email to a friend for content on your website
  7. Paid search
  8. Blog registration pages
  9. Co-Registration programs
  10. When someone comments on your content
  11. When someone downloads content from your website
  12. When someone sends you a message on your contact us page
  13. Ask your current customers
  14. Via QR codes
  15. Using Twitter’s lead gen cards
  16. Place a link to your website registration page in your Social Media updates
  17. Forward to a friend link in your promotional emails
  18. When someone makes a purchase in your brick and motor store
  19. At the end of an online survey
  20. During tradeshows
  21. During presentations
  22. During offline events
  23. Put an offer on the back of your business cards
  24. Put a link to your website registration page in the signature of your emails
  25. Giveaways (See infographic under the additional resources for ideas)
  26. Incentivize your employees to collect email addresses during sales calls
  27. Ask Trade Associations or local Chamber of Commerce for space on their websites to promote your website registration
  28. Send a post card to your mailing list with a link to your website registration page
  29. Leave postage paid email sign-up cards behind when you visit clients

As you can see, there a lot of ways to collect email addresses to build your email marketing list. Not all of these options will be applicable to your brand, but it is worth taking the time to investigate these different options. Use email address collection methods that make sense for you, your brand, and your target audience.

Happy Email Address Collecting

Sources

Additional Resources

Next weeks Email Update: Maintaining a High Quality Email List

Learn More about Digital Marketing Manager, Cindy Plough

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Take 7 Steps to Start Building Relationships at the Moment an Email Subscriber Gives You their Email Address

Building Relationships that leads to successfull Email Marketing Source: http://www.infogroup.com/resources/blog/inbox-success-3-things-to-keep-in-mind-for-your-next-email-campaignFor Digital Marketing Managers, building your email subscription list is one of several email marketing goals within your overall digital marketing objectives, but keeping a high percentage of your email subscribers engaged with you is another subject. To increase your email subscribers engagement with you and prevent an unsubscribes, you need to start building relationships at the moment an email subscriber gives you their email address.

From the beginning of an email subscribers relationship with your brand, take these 7 steps to start building relationships:

  1. Answer “What’s in it for Me?”
  2. Tell Subscribers what Type of Content you will Send
  3. Let Subscribers know the Frequency of your Emails
  4. Reinforce their Privacy
  5. Inform them about their Welcome Email
  6. Send the Welcome Email
  7. Give Subscribers Choices at a Subscription Center

1. Answer “What’s in it for Me” – Tell them right up front how you will meet their needs if they give you their email address.  Make sure your potential email subscribers can answer the “What’s it for me?” before they give you their email address.  This will decrease the number of unsubscribes on the welcome email because they know you can fulfill their needs.

2. Tell Subscribers what Type of Content you will Send – Inform your subscribers what type of information will appear in their emails.  Will you send product updates, general information, coupons, etc? You may even want to show a thumbnail email example. If they know what to expect, you can increase your chances of them opening your emails.

3. Let Subscribers know the Frequency of your Emails – Indicate how many emails they should receive from you in a week or in a month.

4. Reinforce their Privacy – Let your subscribers become comfortable and build trust in you.  Reinforce that their information is safe with you, and you will not share their data with anyone.

5. Inform them about their Welcome Email – When subscribers first give Welcome Email Example Source:http://sendsmarter.co/13-examples-of-beautiful-welcome-emails/
you their email address tell them that they should receive a Welcome Email. This is a good time to monitor delivery of your Welcome emails.

6. Welcome Email – You should include the following:

  • Thank You
  • Remind them about what they should expect from you and when to expect it
  • Ask them to whitelist your email address
  • Link to the Subscription Center where they control their subscription

7. Give Subscribers Choices at a Subscription Center – When Example of an Email Subscriptions Center Source: http://www.campaignmonitor.com/blog/post/1804/new-feature-let-your-subscribe/subscribers are logged into your website, give them access to a Subscription Center where they can edit their information, control what emails you send them, and control how frequently they receive emails from you.

By telling email subscribers what they should expect from you, they will start to build trust with you.  By allowing them to tell you what messages you send them and how often they receive your email messages, you give them control over your interaction with them.  Through these steps, you are starting a relationship at the very beginning. By creating a relationship, you create trust and can start conversations, and then, your email subscribers can start engaging with the emails you send and engage with your brands.

Experian Marketing Services just released it’s 2013 Email Marketing Study. Of the marketers included in the study, For Customer preferences, 60% of the companies do not give their customers an option in the types of emails they receive. If you start asking your customers what type of email they want to receive from you, you can separate yourself from everyone else and be unique.

Responses to the “Can your customers select the types of emails they want to receive?” from Experian Marketing Services 2013 Email Marketing Study.

Answers to Can your customers select the types of emails they want to receive? from Experians's 2013 email marketing study Source: http://marketingland.com/study-70-brands-personalizing-emails-missing-higher-transaction-rates-revenue-73241?goback=%2Egde_41352_member_5838131257690595331

If you establish a relationship in the beginning, you can increase your chances of engagement with your email subscribers and decrease the chance of unsubscribes.

Source:

Marketo‘s The Definitive Guide to Engaging Email Marketing

Experian Marketing Services 2013 Email Marketing Study

Additional Email Marketing Information

Learn More about Digital Marketing Manager, Cindy Plough

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Email Marketing Tuesay: 9 Tips on How to Segment your Email Marketing List

As mentioned in last week’s Email Marketing Tuesday, today’s blog post
Segment target audience into smaller groups that are things in common is all about tips on how to segment your email list to create engaging email marketing and help maximize your email marketing results.

As a Digital Marketing Manager, your email marketing efforts may be one of the top revenue generators. Therefore, you want to try and maximize your email marketing results, and one way to do this is segmentation.

First, let’s define what is segmenting. It means dividing your target market into smaller groups where each group have similarities.

Segmenting is near and dear to my heart, and segmenting a target market is one of my favorite things to do. In segmenting, you learn more about your past, current, and potential customers, which I’ll refer to as your target audience. The more you know about your target audience the easier it is to develop relevant content and create engaging experiences for your target audience.

Not sold on the segmenting idea, consider the following:

  • Personally, when I have segmented my email lists, the email marketing efforts received a 25% lift in response rate.
  • According to Monetate’s 2013 Intelligent Email Marketing that Drives Conversions, “Segmented email campaigns produce 30% more opens than undifferentiated messages.”
  • According to DMA’s 2013 National Client Email Report, “Email marketer estimate 30% of email revenue derives from targeting to specific segments.”

Now, I’m happy to share with you 9 tips on how to segment your email marketing list to make your email marketing efforts more relevant to your email subscribers.

Two Types of Segmenting

  • Who they are – segmenting by demographics
  • What they’ve done – segmenting by behaviors or transactions

Segmenting by Who They Are aka Demographics:

  1. Gender
  2. Age
  3. Job Title
  4. Industry
  5. Interests
  6. Company Size
  7. Geography

Segmenting by What They’ve Done:

  1. Collecting Behavior Data – track browsing and searches on your website that lead to purchases
  2. Past Transaction History – past transactions can predict what they might purchase in the future

Next, you are probably wondering where do you get all the information you need to segment your lists. You can collect the information you need to segment by:

  • Asking for information when you collect an email address on your website
  • Ask for additional information during repeat web visits
  • When you have an email address, invite them to answer some questions about them
  • Data Append Services – you can hire companies to provide demographic information or information about IP addresses
  • Keep track of click paths and transactions

Conclusion

Consumers are starting to expect marketers to know about them, so you should consider segmenting and creating personalized marketing messages to engage your target audience and create superior experiences with your brand.

Source: Marketo’s The Definitive Guide to Engaging Email Marketing

Additional Resources

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Email Marketing Tuesday: 5 Attributes to Achieve Engaging Email Marketing

Welcome back to Email Marketing Tuesdays, I have been on a quest to discover best practices for email marketing, and I want to share my findings with you.

What is engaging email? One of the many things I have read includes Marketo’s Definitive Guide to Engaging Email Marketing, and the guide covers 5 attributes that makes email marketing engaging, and the 5 attributes include:

  1. Trusted
  2. Always Relevant
  3. Conversational
  4. Coordinated Across Channels
  5. Strategic

However, before going into details about the 5 attributes that makes email marketing engaging, let’s define engagement.  According to Brian Solis author of  What’s the Future of Business? Changing the Way Businesses Create Experiences, “engagement is defined as the interactions between a brand and a consumer, but it is in how it’s measured that counts.”

Now, as you read the details about the different attributes involved in engaging email marketing, think about the actions your brands and your consumers need to take, and then, think about how these actions can be measured.

1. Trusted – To create trust with your target audience, you need to develop and maintain the quality of your list; maintain your reputation to increase deliverability with ISP’s; be consistent in the timing, frequency, marketing messages, who emails are from, and subject lines; and finally, abide by CAN-SPAM regulations.

2. Always Relevant – Say the The crossover between what you what to say in your email message and what your audience wants your email message to say is relevancy
right thing to the right people at the right time.  To accomplish this, you need to segment your target audience and determine what is the most relevant content for each segment within your target audience.  The next Email Marketing Tuesday will talk more about how you can segment your list, so stay tuned!

Two-way communication3. Conversational – the content of your email marketing efforts should spark a two-way conversation between you and your target audience.  You can do this by listening to your audience, adapt to their changing needs, and tell engaging stories.  Segmenting your lists and using dynamic content will help you achieve this attribute.

4. Coordinated Across Channels – According to a recent study by Mckinsey & Company, “E-mail remains a significantly more effective way to acquire customers than Social Media — nearly 40 times that of Facebook and Twitter combined.” However, social media extends your reach beyond your email marketing efforts. Therefore, Digital Marketing Managers need to include both email marketing and social media marking efforts in their digital marketing programs.  Tomorrow’s blog post, Social Media Wednesday, will talk more about social media efforts that you can coordinate with your email marketing efforts.

5. Strategic – First, make strategic marketing decisions that comply with your company’s goals.  Second, with the metrics that you are given, formulate a process to determine your Return on Investment (ROI) for your email marketing program.

Some of the above mentioned attributes are not surprising, but some the details and examples out-lined in Marketo’s guide are helpful.  In my opinion, Marketo put together an excellent guide that contains a majority of what you need to plan and deploy a top notch engaging email marketing program.

Remember: Tomorrow, check out the Digital Marketing Manager blog post, Social Media Wednesday, to find out more about the Coordinated Across Channels attribute mentioned above.

Learn More about Digital Marketing Manager, Cindy Plough

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Social Media for Digital Marketing Managers – Marketo’s 7 Golden Rules of Social Marketing

Most of yesterday was spent thinking about the most effective way to organize a weekly Social Media post for the Digital Marketing Manager blog that the day was over before I could post something for you.

Since Social Media falls under the digital marketing umbrella, it is necessary for the Digital Marketing Manager blog to cover Social Media, but how can one blog posting per week contain everything that happens every week in the world of Social Media with 500 words or less.

Social Media has a high number of tactics within digital marketing that a whole separate blog could be dedicated to it.

After contemplating how to organize the Social Media post for the Digital Marketing Manager blog, I found a solution for the time being. However, nothing is set in stone, and I welcome your comments on what you think should be included in Social Media.

Since I believe the strategizing process behind implementing social media tactics is extremely important rather than just diving in head first, the weekly Social Media post will primarily discuss planning and strategy, and then, the post will include links to articles about individual Social Media sites news and tips. Now, for the stuff you have been waiting for.

Social Media for Digital Marketing Managers – Marketo’s 7 Golden Rules of Social Marketing

  1. Don’t take yourself too seriously – give your brand a good personality to make your brand likeable.
  2. Inbound Marketing is not enough – combine inbound and outbound marketing efforts into all aspects of your marketing.
  3. Good Content and Solid Offers – Need content to engage customers.
  4. Strong Call to Action – After your content is consumed, what do you want your audience to do?
  5. Always add value – Social Media doesn’t work if there is no value added to your brand.
  6. Social Media is a 2 way street – Social Media opens the line of communication with prospects and customers, so you need to respond quickly and sincerely.
  7. Peer-to-Peer sharing gets your messages heard.

When implementing your Social Media tactics, keep these rules in mind to help you create superior customer experiences.

Source: Marketo’s The Definitive Guide to Social Marketing

Additional Links to Social Media Sites News or Tips

Thanks for reading Social Media Wednesday on this Thursday evenings.

Tomorrow’s topic – Blogging

Call to Action

Does it make sense for Social Media Wednesday to primarily discuss Social Media strategizing process as well as include links to additional Social Media articles? Please send me your comments.

Learn More about Digital Marketing Manager, Cindy Plough

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A Digital Marketing Managers Takeaways from Salesforce.com’s Dreamforce 13

While the last day of Salesforce.com’s Dreamforce 13 wasn’t as busy as the previous days, I still had to forge my way through some crowds to see the exhibitors that I wanted to visit before the conference came to a close. In an effort to reduce the length of my blog post, today’s post will include my takeaways from Dreamforce 13, one exhibitor highlight, and links to additional information about the conference.

Recap of Dreamforce 13
As a Digital Marketing Manager, the main takeaway from Salesforce.com’s Dreamforce 13 is that there are a plethora of tools and data centers that operate in the cloud to interface with CRM systems giving Digital Marketing Managers the ability to manage and analyze digital marketing efforts. While you can hire a multitude of vendors to create, manage, and provide analytics for digital marketing efforts, it is up to the Digital Marketing Manager to develop objectives, strategize on which tactics can achieve those objectives, and manage all vendor activities are achieving your objectives.  In this digital world, an additional role for the Digital Marketing Manager is to continuously look for ways to extend the organizations brand awareness, increase revenue, and create unique experiences for customers.

Dreamforce 13 Exhibitor Highlight: GoodData
GoodData provides business intelligence dashboards for CRM data to help marketing, sales, and customer service departments.  For the marketing department, GoodData builds dashboards for marketers to gain insights into demand, advertising, social media, SEM/PPC, and eCommerce. With GoodData, you can gather all the data you need to see how your individual digital marketing efforts can help you build stronger agile marketing campaigns. Don’t use Salesforce, no worries, GoodData can work with other CRM systems, but the setup timeframe takes longer than it would with Salesforce.

Additional Salesforce.com’s Dreamforce 13 resources:

Starting Monday, each blogpost will include a Dreamforce 13 exhibitor highlight, some digital marketing tips, and a must read article that might help you in your digital marketing efforts.

Learn More about Digital Marketing Manager, Cindy Plough