Strategies for List Development and Management

Sean D S Donahue h
Editor MarketingSherpa

Todd L b T dd Lebo
Director, Marketing & Business Development MarketingSherpa

spius

2010 Cisco Systems, Inc. All rights reserved.

Facts, Not Opinion: MarketingSherpas , p g p Methodology

MarketingSherpa research is g g p gathered from five sources: Surveys of 200,000+ marketers Surveys of 25,000+ consumers Lab tests and partnered research Best of research from third party orgs f f Sherpa Case Studies 900+

spius

2010 Cisco Systems, Inc. All rights reserved.

MarketingSherpas Newsletters g p

www.marketingsherpa.com k ti h
spius 2010 Cisco Systems, Inc. All rights reserved.

The Importance of a Good House List

LeadGeneration SourcesCompared Sources Compared

spius

2010 Cisco Systems, Inc. All rights reserved.

Two Approaches to List Development: Build vs. pp p Buy/Rent

Build = generating email subscribers (opt ins) through (opt-ins) newsletter offers, content offers, trade shows/events, checkboxes on registration/order forms, etc. Buy/rent = Acquiring email addresses through thirdparties, parties such as list brokers, teleprospecting, online brokers teleprospecting databases, etc.

spius

2010 Cisco Systems, Inc. All rights reserved.

Growing Your Own Opt-In List: The Best Approach g p pp

Five reasons why: Youll know for certain whos on it Youll know how they got there Youll get better response than from rental lists You ll Its more cost-effective than email list rentals Its a sustainable asset for your organization

spius

2010 Cisco Systems, Inc. All rights reserved.

B2BRatingofOptinTechniques

spius

2010 Cisco Systems, Inc. All rights reserved.

So how do you attract opt-ins? y p

Newsletters and alerts Content offers (white papers, case studies, demos) Social media prospecting Co-registration Contests

spius

2010 Cisco Systems, Inc. All rights reserved.

Newsletters and Alert programs p g

Does your email program: y p g Give them special access? Save them money or time? Educate them? Aggregate relevant information? Entertain them? ? Provide information they couldnt get elsewhere?

spius

2010 Cisco Systems, Inc. All rights reserved.

Newsletters and Alerts

Cisco Industry & Business Newsletters

spius

2010 Cisco Systems, Inc. All rights reserved.

Newsletter and Alerts

Cisco Executive Thought Leadership Updates

spius

2010 Cisco Systems, Inc. All rights reserved.

Newsletters and Alerts

Online Calls-to-Action
Prominent placement on your site: Opt-in link above the fold on the homepage Top Left and Top Right are prime real estate On every page

spius

2010 Cisco Systems, Inc. All rights reserved.

Newsletters and Alerts

Online Calls-to-Action

spius

2010 Cisco Systems, Inc. All rights reserved.

Newsletters and Alerts

Tell Subscribers What to Expect

Benefit-oriented copy Frequency Privacy statement Sample issue

spius

2010 Cisco Systems, Inc. All rights reserved.

Newsletters and Alerts

Test the Impact of Incentives

Dell SMB opt-in incentive test Created graphic ad for store alerts p Offered 20%-off coupon for new subscribers Ran promotion during holiday shopping season Result: 14x increase in opt-ins

spius

2010 Cisco Systems, Inc. All rights reserved.

Newsletters and Alerts

spius

2010 Cisco Systems, Inc. All rights reserved.

Newsletters and Alerts

Registration Form Best Practices

Keep it as simple as possible Each additional required field increases your abandonment rate b d t t Consider two-page form: capture email address only on p g page one; request additional information on p g two ; q page

spius

2010 Cisco Systems, Inc. All rights reserved.

Newsletters and Alerts

spius

2010 Cisco Systems, Inc. All rights reserved.

Content Offers
White papers p p Best of and Top 10 Annual content Calculators/Tools/Widgets Comparative lit/product grids eBooks How-tos Virtual events Trade show/In-person event follow ups

spius

2010 Cisco Systems, Inc. All rights reserved.

Content Offers

Registration form: How Much Information?

spius

2010 Cisco Systems, Inc. All rights reserved.

Content Offers

You Can AskBut

Never Phone Company size Custom 12% 11% 10% 11% 23% 18% 22% 32% 31% 30% 24% 22% 20% 40% Rarely Sometimes 27% 31% 39% 53% 55% 59% 68% 72% 60% 80% 100% Always 38% 40% 29%

Job title 4%

Company 4% 10% Industry 3% 8% Email Name 7% 5% 0%

Source: MarketingSherpa and KnowledgeStorm, Connecting Through Content Phase III, August 2007 spius 2010 Cisco Systems, Inc. All rights reserved. Methodology: N = 2,700

Social Media Prospecting p g

Social media presence expands reach: p p
Blog LinkedIn Groups Twitter

Outreach campaigns with content

Whitepaper offer, webinar registrations, etc. Drive traffic back to central hub (website/company blog) Capture email address there

Social sharing links in email

Get your current contacts to share content with their peers Better results than Forward to a Friend avg. 23.4% increase in reach
spius 2010 Cisco Systems, Inc. All rights reserved.

Co-Registration g

spius

2010 Cisco Systems, Inc. All rights reserved.

Co-Registration g
32% see performance equal to house names p q On average, 10% to 20% will co-register Keys to Success: Similar target audience Appealing offer Benefit-oriented copy f Separate segment and track performance

spius

2010 Cisco Systems, Inc. All rights reserved.

Contests
B2B Sweeps keep it relevant p p Ticket to an industry trade show, not a cruise Products or services, not a Harley Limited giveaways Everyone wins small prize vs. one winner/one big prize 25 demo packs 75 Tees

spius

2010 Cisco Systems, Inc. All rights reserved.

Acquiring Names from Third Parties q g

List Rental List owners include technology companies, industry groups and associations, niche publications Find a good List Broker they have the inside knowledge of which lists are working which arent working, aren t, what other kinds of marketers are using them, etc.

spius

2010 Cisco Systems, Inc. All rights reserved.

Acquiring Names from Third Parties

5 Tips for List Rental Success

1. 2. 3. 4. 5. 5 Use opt-in lists only Take advantage of Selects Provide relevant offer for this audience Your standard creative/copy might not work Be prepared to work at it

spius

2010 Cisco Systems, Inc. All rights reserved.

Acquiring Names from Third Parties q g

Online B2B contact databases H Hoovers Jigsaw Spoke Teleprospecting Phone ca s to targeted co ac s to es ab s o e calls o a ge ed contacts o establish relationship, get them to opt-in for future communication Q lifi ti Qualification: I th contact the right person a Is the t t th i ht decisionmaker or influencer? Current needs, future p plans? Customize follow-up based on conversation
spius 2010 Cisco Systems, Inc. All rights reserved.

Takeaways y
A good house list is one of your most effective lead gen channels Growing your own opt-in list is the best approach Develop or optimize email newsletter or product alert programs Audit your content library and find gaps for compelling y y g p p g content offers Expand your reach through social, co-reg, targeted contest offers t t ff Supplement opt-in efforts with strategic list rental, online p ospec g and e e a e g prospecting a d telemarketing
spius 2010 Cisco Systems, Inc. All rights reserved.

Questions?

spius

2010 Cisco Systems, Inc. All rights reserved.

Resources
Your takeaway flash drive includes two List Building y g Resources from MarketingSherpas Best Practices in Email Marketing Handbook. We encourage you to take advantage of these resources: 1) Opt-Ins (75 pages) Opt Ins 2) List Rental (34 pages)

spius

2010 Cisco Systems, Inc. All rights reserved.