Getting Hand Raisers: Acquiring and Onboarding Contacts ......Apr 02, 2019  · •Retail store POS...

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Copyright © 2019, Oracle and/or its affiliates. All rights reserved. 1 Getting Hand Raisers: Acquiring and Onboarding Contacts for Your Email Program Catherine Mears April 2, 2019

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    Getting Hand Raisers: Acquiring and Onboarding Contacts for Your Email ProgramCatherine MearsApril 2, 2019

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    Safe Harbor Statement

    The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.

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    Agenda

    3

    1 Acquire New Contacts (that are meaningful to your business)

    2 Onboard New Contacts (red carpet)

    3 Ideas for Future Segmentation

    4 Questions?

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    Hi! Who am I?

    Catherine MearsEmail Marketing Manager

    Pentair#[email protected]

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    ACQUIRE NEW SUBSCRIBERS

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    •“Failure to plan means planning to fail”

    •Are conversions / new subscribers enough?

    •Incentives

    Contact Acquisition – Set Goals

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    Contact Acquisition – Define Personas

    FISH FARMERSBusiness owners that care about profitability and sustainability

    POND MANAGEMENTMunicipal workers that prize minimal down-time or maintenance

    HOBBYISTSPeople enjoy fish

    Koi ponds, small-scale hydroponics

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    Contact Acquisition – Your “Not” Personas

    You probably wouldn’t target “all dogs” just like you wouldn’t target all “people”.

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    Contact Acquisition - Tactics

    • Retail store POS • Social media

    • Paid

    • “Look-alike” modeling

    • Paid search

    • Organic Search

    • E-commerce POS

    • Pop-up email sign-ups

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    •“Unproven” methods•Conversion rate / cost per subscriber

    •Lifetime value

    Contact Acquisition – Testing

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    Contact Acquisition – No-Brainers

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    ONBOARDING NEW SUBSCRIBERS

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    •GDPR = best practice•Utilize “test” email addresses (user + [email protected])

    Onboarding – Legal Requirements

    mailto:[email protected]

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    •“Ghosted” scenario•Less frequent senders

    •No email(s) to new subscriber

    •“New email; who dis?”

    Onboarding – Why Bother

    •“Firehose” scenario•Added to regular email cadence

    •No acknowledgement of new subscriber status

    •Minimal or no personalization

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    •“Warm-up” campaign•Double opt-in

    •New contacts get “unconfirmed” status

    •Gold standard

    Onboarding – Different Methods

    •“Welcome” campaign•Acknowledge new subscription

    •Verifiable sources

    •New contacts get “onboarding” status

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    Onboarding – Determine Method

    • Retail store POS

    • Entered correctly?

    • Permission properly communicated?

    • Offline lead capture

    • Tradeshow booth visit?

    • Business card?

    • E-commerce website

    • New customer?

    • New prospect?

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    Onboarding– How-To

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    •Check form settings

    •Test inbound sources, like API access tokens

    •Review audit log

    Onboarding– How-To

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    •Explicit Preferences•Preference center•List management

    Future Segmentation – Manage Preferences

    •Implicit Preferences•Pages / categories visited•Products / categories purchased

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    • Customer Value segments− AOV over / under− Total # of orders− Lifetime revenue− Discount / sale buyers− Full-price only buyers

    Segmentation - Ideas

    • Lifecycle segments− New prospects− New customers− Repeat customers− Lapsed customers

    • Category segments− “Shoe only” buyers− “Brand A” only buyers

    • Email Engagement segments− Clicked-through specific delivery group − Last click date− Converted from delivery / delivery

    group

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    Q&A

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    THANK YOU