Strategies for List Development and Management

Sean D S Donahue h
Editor MarketingSherpa

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

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Facts, Not Opinion: MarketingSherpa’s , 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+

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© 2010 Cisco Systems, Inc. All rights reserved.

MarketingSherpa’s Newsletters g p

www.marketingsherpa.com k ti h
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The Importance of a Good House List

Lead Generation  Sources Compared Sources Compared

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© 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.

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© 2010 Cisco Systems, Inc. All rights reserved.

Growing Your Own Opt-In List: The Best Approach g p pp
Five reasons why: • You’ll know for certain who’s on it • You’ll know how they got there • You’ll get better response than from rental lists You ll • It’s more cost-effective than email list rentals • It’s a sustainable asset for your organization

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© 2010 Cisco Systems, Inc. All rights reserved.

B2B Rating of Opt‐in Techniques

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© 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

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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 couldn’t get elsewhere?

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© 2010 Cisco Systems, Inc. All rights reserved.

Newsletters and Alerts

Cisco Industry & Business Newsletters

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© 2010 Cisco Systems, Inc. All rights reserved.

Newsletter and Alerts

Cisco Executive Thought Leadership Updates

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© 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

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© 2010 Cisco Systems, Inc. All rights reserved.

Newsletters and Alerts

Online Calls-to-Action

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© 2010 Cisco Systems, Inc. All rights reserved.

Newsletters and Alerts

Tell Subscribers What to Expect
• • • • Benefit-oriented copy Frequency Privacy statement Sample issue

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© 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

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© 2010 Cisco Systems, Inc. All rights reserved.

Newsletters and Alerts

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© 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

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© 2010 Cisco Systems, Inc. All rights reserved.

Newsletters and Alerts

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© 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

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Content Offers

Registration form: How Much Information?

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Content Offers

You Can Ask…But
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
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Co-Registration g

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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

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© 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

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© 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 aren’t working, aren t, what other kinds of marketers are using them, etc.

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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

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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
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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
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Questions?

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Resources
Your takeaway flash drive includes two List Building y g Resources from MarketingSherpa’s 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)

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