Download - Getting Hand Raisers: Acquiring and Onboarding Contacts ......Apr 02, 2019 · •Retail store POS •Social media •Paid •“Look-alike” modeling •Paid search •Organic Search

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


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Agenda

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

2 Onboard New Contacts (red carpet)

3 Ideas for Future Segmentation

4 Questions?


Hi! Who am I?

Catherine MearsEmail Marketing Manager

Pentair#emailgeek@catmears


ACQUIRE NEW SUBSCRIBERS


•“Failure to plan means planning to fail”

•Are conversions / new subscribers enough?

•Incentives

Contact Acquisition – Set Goals


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


Contact Acquisition – Your “Not” Personas

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


Contact Acquisition - Tactics

• Retail store POS • Social media

• Paid

• “Look-alike” modeling

• Paid search

• Organic Search

• E-commerce POS

• Pop-up email sign-ups


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

•Lifetime value

Contact Acquisition – Testing


Contact Acquisition – No-Brainers


ONBOARDING NEW SUBSCRIBERS


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

Onboarding – Legal Requirements

mailto:[email protected]


•“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


•“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


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?


Onboarding– How-To


•Check form settings

•Test inbound sources, like API access tokens

•Review audit log

Onboarding– How-To


•Explicit Preferences•Preference center•List management

Future Segmentation – Manage Preferences

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


• 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


Q&A


THANK YOU