10 things to do with your exisiting email database today - tamsin fox-davies - inorbit 2016
TRANSCRIPT
ten things to do with
your existing email
database today
Tamsin Fox-DaviesEm: [email protected]
Tw: @tamsinfd
Fb: /smallbizmarketingmentor
me & email marketing
9 years email marketing
4 years with email market
leader
13 years content & messaging
“Email marketing
returns an average of
£38 for every £1 spent”Direct Marketing Association (2015)
your hidden wealth of data
Prospects •Enquirers
Customers
•Current
•Previous
•New
Subscribers
•Mailing list sign-ups
•Competition entrants
•Friends & family
your hidden wealth of data
Prospects • Enquirers
Customers
• Current
• Previous
• New
Subscribers
• Mailing list sign-ups
• Competition entrants
• Friends & family
1: respect it
TEN THINGS TO DO WITH YOUR EXISTING EMAIL
DATABASE TODAY
No permission
Irrelevant content
Wrong frequency
Heavy sales focus
“Thou shalt not spam thy list”Email commandments, Tamsin Fox-Davies
don’t be ‘that company’
32% unsubscribe if it’s boring
38% send to spam if it’s irrelevant
respect the list
PermissionQuality content
Happy frequency
Profitable email
2: listen to it
TEN THINGS TO DO WITH YOUR EXISTING EMAIL
DATABASE TODAY
your audience are talking
to you
“I have a
question”
“I need
help”
“I don’t like
this”“I have a new
email address”
“That was
great”
“Do more like
this please”
listen to what they say…
“I have a
question”
“I need
help”
• Include more educational
content
• Feature FAQs
• Make help & support
routes clear
“That was
great”
“Do more like
this please”
listen to what they say…
• You’re on the right track!
• Expand on specific topics
• Re-use this format
• Readers more likely to buy
and/or share
“I have a new
email address”
“I don’t like
this”
listen to what they say…
• They want to stay in touch• Make it easy to change
contact details
• Something does not meet their
expectations
• They may not be a good
customer for you• They are willing to give
feedback
3: use it
TEN THINGS TO DO WITH YOUR EXISTING EMAIL
DATABASE TODAY
It’s okay to send emails to your opt-in list.
These people want
to hear from you.
Don’t ignore them!
4: pamper it
TEN THINGS TO DO WITH YOUR EXISTING EMAIL
DATABASE TODAY
giving to get
Advance access
Information
Offers Videos
Gifts
Competitions
increase retention &
engagement
Sense of value
Unsubscribe rate
5: enhance it
TEN THINGS TO DO WITH YOUR EXISTING EMAIL
DATABASE TODAY
develop your data
Email address
All
Email address
First name
Topics
Some
Email address
First name
Topics
Types
Frequency
Few
6: un-junk it
TEN THINGS TO DO WITH YOUR EXISTING EMAIL
DATABASE TODAY
clean up your act
7: segment it
TEN THINGS TO DO WITH YOUR EXISTING EMAIL
DATABASE TODAY
8: connect it
TEN THINGS TO DO WITH YOUR EXISTING EMAIL
DATABASE TODAY
Re-targeting
CRM
Accounting
Custom audiences
9: analyse it
TEN THINGS TO DO WITH YOUR EXISTING EMAIL
DATABASE TODAY
36 country list of open rates, visit: bit.ly/ctctopenrates
Government Agencies 34.08%
Art galleries/museums 32.06%
EDUCATION 26.30%
HOTELS 21.74%Entertainment 20.06%
Medical Services 34.87%
nonprofit education 33.57%
Nonprofit Religious Organizations 40.24%
RESTAURANT 22.72%
Retail 17.96%
Salon & Spa 21.22%
Travel 19.08%
LEGAL SERVICES 28.24%
Manufacturing & Distribution23.74%Publishing22.88%
Travel & Tourism 19.08%sports & recreation 26.13%
EVENT PLANNER21.46%
Consultant 9.85%
Salon & Spa Government Agencies 34.08%
ENTERTAINMENT 20.06%
Nonprofit Religious
museumsMedical
ORGANIZATIONS Manufacturing & Distribution23.74%
RESTAURANT 22.72%
Salon & Spa Entertainment
Manufacturing & Distribution 19.03%
MANUFACTURING & DISTRIBUTION 8.95%
17.91%
TION 17.91%
Hotels 21.74%
10: grow it
TEN THINGS TO DO WITH YOUR EXISTING EMAIL
DATABASE TODAY
grow or die
“Join our mailing list”
Sign up to download
Survey & results
Get offers
Event-based
In-videoSocial
campaigns
what now?
TEN THINGS TO DO WITH YOUR EXISTING EMAIL
DATABASE TODAY
Your list
Use it
Segment it
Un-junk it
Enhance it
Connect it
Pamper it
Analyseit
Listen to it
Grow it
Respect it
Do it now.
Start where you are.
Your subscribers deserve it.
Your business deserves it.
You deserve it.
Tamsin Fox-Davies
Tw: @tamsinfd
Fb: /smallbizmarketingmentor
questions?