Solutions for Email Marketing Subscriber Management
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Net Atlantic’s presentation: “Solutions for Email Subscriber Management” covers several ways to manage your subscribers to maximize deliverability, including permission options, suppression files, re-engagement campaigns, and more. Your relationship with your clients is the most important factor in your success. A good email service provider should provide you with the tools to help you engage your subscribers successfully.
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Solutions for Email Marketing Subscriber Management
- 1. Solutions for Email Subscriber Management
- 2. What is List Management?
- 3. Managing permissions Using suppression files Engaging customers immediately What is List Management? Re-engaging past subscribers Avoiding list fatigue
- 4. How do you Stand Out To Your Customers?
- 5. Get Relevant! Email relevance = reader interest Interest Relevance
- 6. Segmentation Customizable Fields Automated triggers and sequences Use List Management Interest Tools Relevance Engagement Tracking Tools Survey Tools
- 8. What’s your favorite color?
- 9. Sample Automated Campaign: Action Trigger Clickthrough QualifyLead Action Segment Open Welcome Email Action Automation Action Revenue <$10M/yr NoOpen Whitepaper Email New Lead Action Revenue >$10M/yr Manual Sales Segmented by company size Dependent on reader actions
- 10. Track engagement by interest stage Purchase Peak Engagement(Send your email now) Validate Test Post-Peak Engagement Dropoff(Engagement gets progressively more difficult) Learn Hello
- 11. Customer Service Use Survey Sales & Marketing Customers Billing Tools Get every department involved Product Development
- 12. Customer Service Sales & Marketing Customers Billing Product Development
- 13. Customer Service Send Varied Sales & Marketing Customers Billing Welcome to our company. We hope you liked our free trial at click link.com/trial. If you have not had time to check out our online demo, please register now. ___________________________________ More News There is also a white paper about our upcoming product release. Click here. Content You never know exactly what your readers respond to. Product Development
- 14. Customer Service But You Should! Sales & Marketing Customers Billing Welcome to our company. We hope you liked our free trial at click link.com/trial. If you have not had time to check out our online demo, please register now. ___________________________________ More News There is also a white paper about our upcoming product release. Click here. Product Development
- 15. Customer Service Sales & Marketing Customers Billing Welcome to our company. We hope you liked our free trial at click link.com/trial. If you have not had time to check out our online demo, please register now. ___________________________________ More News There is also a white paper about our upcoming product release. Click here. Product Development
- 16. They Gave Permission They Accepted Your Frequency They Value Your Content Who Are Your Subscribers? They Can Unsubscribe They Value Consistency
- 17. Ask permission!
- 18. Ask permission!
- 19. Show samples of what you will send your readers. This is an example of our Product Update (sent weekly) This is an example of our News Of The Day (sent daily)
- 20. This is an example of our Product Update (sent weekly) This is an example of our News Of The Day (sent daily)
- 21. Don’t be afraid of unsubscribes.
- 22. Don’t be afraid of unsubscribes.
- 23. Who Aren’t Your Subscribers?
- 24. Everyone you’ve ever met? NO.
- 25. The Phone Book? NO.
- 26. The Trade Show List NO.
- 27. Everyone visiting your website? NO.
- 28. info@nope.com sales@nicetry.com Users with fake email addresses? NO. noreply@noway.com help@dontbother.com notgivingyou@myemail.com
- 29. Use a Suppression List
- 30. Weed out cancelled accounts Solve domain name changes Avoid large gaps in mailings Use a Suppression List Suppress irrelevant content Don’t import addresses that are not opt-in
- 31. How suppression lists work:
- 32. Bad Emails Do Not Send Suppression List SubscriberList Okay To Send
- 33. Bad Emails Do Not Send Suppression List Run your good list through the list. The software will weed them out. SubscriberList Okay To Send
- 34. When Should You Add Subscribers?
- 35. Respond to subscribers who answer your email campaigns Action Segment Welcome Email Automation Action Revenue <$10M/yr New Lead Action Revenue >$10M/yr Manual Sales
- 36. Respond to subscribers who answer your email campaigns Action Segment Welcome Email Automation Action Revenue <$10M/yr New Lead Action Revenue >$10M/yr Manual Sales IMMEDIATELY.
- 38. Payment Reminder
- 39. Login Reminder
- 40. Offer/Promotion
- 41. Welcome Email
- 42. Login Info
- 44. Shipping Details
- 46. Signup for Newsletter
- 47. Try a Free Trial
- 49. Opens Clickthroughs Purchases By Tracking Response Interest scores Bounces Unsubscribes
- 51. Opens & Clicks Track opens & clickthroughs
- 52. Engagement & Purchases Track engagement & purchases
- 53. Track response to A/B testing varied design & content
- 55. Know your subscribers Know your non-subscribers Manage permissions Increase Revenues & ROI Use suppression files Engage immediately Re-engage often Avoid list fatigue
- 56. Know your subscribers Know your non-subscribers Manage permissions Improve Deliverability Use suppression files Engage immediately Re-engage often Avoid list fatigue
- 57. High Deliverability Powerful Tracking & Reporting Dynamic Segmentation Email Automation About Net Atlantic Personal & Expert Services Reseller & Agency Editions Dedicated Email Servers
Notas del editor
- Welcome, everybody. I’d like to say thank you for joining Net Atlantic today for…<click>Solutions for Email Subscriber Management. We will cover several ways to maximize email deliverability by using good list management techniques, including using permission options, suppression files, and re-engagement campaigns.<slow down>I’m Gregg Hanson, Manager of Support Services for Net Atlantic, an Email Marketing Service Provider founded in 1995. This presentation covers the topics discussed in our white paper of the same name, written by Sean Snyderman, our Compliance Specialist.<Optional: Sean is our leader for everything regarding email marketing compliance and best practices for managing your list and your campaigns.>I will also send you the white paper as soon as this webinar is over.What we hope to cover today in about 30 minutes, leaving 15 minutes at the end for questions, are the primary concepts in Email Subscriber Management and how it can improve your email campaigns. I will take questions over the GotoWebinar interface throughout the presentation.<click>
- What is Email Subscriber Management? It is a set of methods to help you maximize engagement, and we will show you how to:<click>Manage permission options to improve your opt-in rates<click>Use suppression files to avoid sending spam<click>Engage new subscribers immediately to keep the user experience frequent and consistent<click>Re-engage past subscribers who have lapsed, and<click>Avoid list fatigue by keeping your campaigns frequent enough to meet the expectations of your subscribers.<click>In short, when you use these techniques to manage your subscriber list, you raise engagement, which is measured in open rates, clickthroughs, and ultimately sales.<click>Are you ready for Email Subscription Management? Let’s begin. <click>
- What is Email Subscriber Management? It is a set of methods to help you maximize engagement, and we will show you how to:<click>Manage permission options to improve your opt-in rates<click>Use suppression files to avoid sending spam<click>Engage new subscribers immediately to keep the user experience frequent and consistent<click>Re-engage past subscribers who have lapsed, and<click>Avoid list fatigue by keeping your campaigns frequent enough to meet the expectations of your subscribers.<click>In short, when you use these techniques to manage your subscriber list, you raise engagement, which is measured in open rates, clickthroughs, and ultimately sales.<click>Are you ready for Email Subscription Management? Let’s begin. <click>
- First, does your company stand out to your customers?You want your customers to think of your company as the 'go-to' for your product range or service. That is why maintaining strong relationships is, without question, the most important factor in your success.<click>
- With detailed knowledge about your clients' needs and interests, your marketing campaigns can greatly improve by raising relevance and timeliness. This increases interest in your campaigns.<click>
- Without knowledge of your clients, their relationship to the organization, and historical background, your email marketing campaigns will suffer greatly from irrelevance and loss of interest from potentially long term clients.<click>
- Customizable fields let you fill in the blanks in your message.<click>
- It groups your subscribers by the criteria you set, like region, market, product line, age, favorite color, or whatever is appropriate for your business.<click>
- They run behind the scenes, following up with subscribers when they’ve created an action. The automated campaign can run using your segments, and your customized fields. All of this happens while you and your sales force are busy doing other things.<click>
- It follows your web visitors and people who click a link in your email to let you know when they’ve committed a threshhold activity and are ready to get into a higher engagement stage.<click>
- They can come through your… <click>Customer service group, your<click>Finance and billing department<click>Of course, your sales and marketing organization.<click>And your product development group.<click>And the surveys send and receive data in both directions.<click>
- They can come through your… <click>Customer service group, your<click>Finance and billing department<click>Of course, your sales and marketing organization.<click>And your product development group.<click>And the surveys send and receive data in both directions.<click>
- Finally, with all of these tools, what kind of content should you send?Remember that you are sending to an inbox crowded with other offers, personal email, so your message can quickly become lost or tuned out.That’s why segmentation tools, customized fields, automation, engagement tracking, and surveys are critical to improve the timing and relevance of every email you send.<click>
- Finally, with all of these tools, what kind of content should you send?Remember that you are sending to an inbox crowded with other offers, personal email, so your message can quickly become lost or tuned out.That’s why segmentation tools, customized fields, automation, engagement tracking, and surveys are critical to improve the timing and relevance of every email you send.<click>
- Finally, with all of these tools, what kind of content should you send?Remember that you are sending to an inbox crowded with other offers, personal email, so your message can quickly become lost or tuned out.That’s why segmentation tools, customized fields, automation, engagement tracking, and surveys are critical to improve the timing and relevance of every email you send.<click>
- Now, who are your subscribers?A common problem in list management is knowing who you can call subscribers. They should have…<click>…given you permission to send them emails, have…<click>…accepted the frequency of your mailings,…<click>…value your content,…<click>…can easily unsubscribe, and…<click>…value consistency overall.If all of this is covered, their email address can be considered opt-in.<click>
- Opt-in permission to send emails means a clear check box…<click>
- …and statement on a landing page that asks them to check it,…<click>
- You should offer product updates and newsletter examples…<click>…to make the frequency and content ofyour mailings clear.<click>
- You should offer product updates and newsletter examples…<click>…to make the frequency and content ofyour mailings clear.<click>
- Finally, an obvious unsubscribe link...<click>
- Finally, an obvious unsubscribe link...<click>
- The reason I ask this poll question is because it is a good idea to know...<click>Who aren’t your subscribers?This is important to know, because sending people email who never agreed to receive it is obnoxious, and illegal.<click>
- Your customers are not automatically on the list unless they give you permission to be. Similarly, a list from a partner organizationare not valid opt-in subscribers.<click>
- Neither is downloading the local yellow pages or onlinedirectory.<click>
- A list you get at a trade show does not mean people have opted in unless the trade organization is very specific about asking permission for themselves and their vendors, or if you specifically ask the people who visit your booth for permission.<click>
- Yourwebsite visitors are not automatically opt-in for regular mailings unless you specifically ask for permission.<click>
- Another type of bad subscriber address is called a wildcard, like ‘noreply@’, ‘help@’, or 'sales@'. These are ‘role’ accounts, people use them when buying or signing up for things online, but you can’t send to them. They will spoil an otherwise valid and lucrative subscriber list and will harm your deliverability.And yes, we’ve actually seen some of these emails ourselves.<click>
- So because of all this, you need a list of non-subscribers in your email account, to act as a suppression file.This live file contains all members who have not confirmed their subscription within a thirty day period, unsubscribed from your campaigns, who have become invalid or otherwise are undeliverable addresses, as well as addresses whose subscription to the list cannot be accounted for.A reputable ESP builds an automated opt-out process into your account, to process and retain inactive subscriber addresses, so your system knows not to mail to them.Using a suppression list helps deliverability, while sending without filtering hurts your reputation.<click>Suppression files typically grow in small increments as members opt-out or otherwise become invalid recipients. Factors that can cause a suppression list to enlarge include:<click>Cancelled or inactive accounts,<click>Domain name changes,<click>Larger than normal gaps in mailing activity,<click>Sending irrelevant content,<click>or importing new addresses from non-opt-in sources.<click>
- So because of all this, you need a list of non-subscribers in your email account, to act as a suppression file.This live file contains all members who have not confirmed their subscription within a thirty day period, unsubscribed from your campaigns, who have become invalid or otherwise are undeliverable addresses, as well as addresses whose subscription to the list cannot be accounted for.A reputable ESP builds an automated opt-out process into your account, to process and retain inactive subscriber addresses, so your system knows not to mail to them.Using a suppression list helps deliverability, while sending without filtering hurts your reputation.<click>Suppression files typically grow in small increments as members opt-out or otherwise become invalid recipients. Factors that can cause a suppression list to enlarge include:<click>Cancelled or inactive accounts,<click>Domain name changes,<click>Larger than normal gaps in mailing activity,<click>Sending irrelevant content,<click>or importing new addresses from non-opt-in sources.<click>
- So because of all this, you need a list of non-subscribers in your email account, to act as a suppression file.This live file contains all members who have not confirmed their subscription within a thirty day period, unsubscribed from your campaigns, who have become invalid or otherwise are undeliverable addresses, as well as addresses whose subscription to the list cannot be accounted for.A reputable ESP builds an automated opt-out process into your account, to process and retain inactive subscriber addresses, so your system knows not to mail to them.Using a suppression list helps deliverability, while sending without filtering hurts your reputation.<click>Suppression files typically grow in small increments as members opt-out or otherwise become invalid recipients. Factors that can cause a suppression list to enlarge include:<click>Cancelled or inactive accounts,<click>Domain name changes,<click>Larger than normal gaps in mailing activity,<click>Sending irrelevant content,<click>or importing new addresses from non-opt-in sources.<click>
- How do you use a suppression file? It seems counterintiuitive to keep names that you don't want to send to, but that's because if you delete the names, you won't know they have opted out.Here's how to use a suppression file to filter out bad or unsubscribed email addresses:<click>First, take your Email Subscriber List<click>And filter it through your list of Bad or unsubscribed emails, the Suppression File<click>The emails that are found in the file are flagged as bad emails.<click>The bad ones are the ones you should not send. <click>The rest are Okay To Send.This feature can be automated by your ESP, and will greatly improve your deliverability in the future and your long-term reputation.<click>
- How do you use a suppression file? It seems counterintiuitive to keep names that you don't want to send to, but that's because if you delete the names, you won't know they have opted out.Here's how to use a suppression file to filter out bad or unsubscribed email addresses:<click>First, take your Email Subscriber List<click>And filter it through your list of Bad or unsubscribed emails, the Suppression File<click>The emails that are found in the file are flagged as bad emails.<click>The bad ones are the ones you should not send. <click>The rest are Okay To Send.This feature can be automated by your ESP, and will greatly improve your deliverability in the future and your long-term reputation.<click>
- Next, when should you add subscribers?The short answer is: immediately.By importing and adding members as quickly as possible to your list you ensure the list is comprised of timely, interested members anticipating your mail. The administrator’s next move is clear: initiate a welcoming campaign.<click>
- It works like the automation example I showed earlier. After someone becomes a subscriber by filling out a form, your automated campaign responds immediately or sends the contact to a sales executive.Even though your members know who you are, you still need to set a precedent for your email content or campaign style. So in your welcome campaign, send the kind of material you frequently use. You should want the recipient looking forward to your next regular campaign.<click>
- It works like the automation example I showed earlier. After someone becomes a subscriber by filling out a form, your automated campaign responds immediately or sends the contact to a sales executive.Even though your members know who you are, you still need to set a precedent for your email content or campaign style. So in your welcome campaign, send the kind of material you frequently use. You should want the recipient looking forward to your next regular campaign.<click>
- The sooner you add subscribers to your list, the sooner you set expectations for the frequency and content in your campaigns. Try to follow this template, which shows the time periods in which you should take action.<click>First, you have initial contact from a new subscriber. They are in the memory zone, where they will remember you.<click>Next, you have a chance to send your reminders, and the re-engage zone is probably no more than 2 weeks.<click>Then, you may have a last chance before 4 weeks goes by, but after that, you’re in the Try Again zone.The later you wait to engage, the more interest drops off and the value of your offering goes down. For existing subscribers, going for weeks or months without any communication has the same effect.<click>
- The reason for this question is that it is important to avoid list fatigue. You should send at the pace your subscribers expect.To watch for list fatigue, you should be tracking activity all the time, such as:<click>Open rates<click>Clickthroughs<click>Purchases made<click>Interest scores<click>Bounces<click>And unsubscribes. This shows you how your campaigns are doing, and a rise in unsubscribes combined with a drop in opens and clicks means you’re mailing too often. But if you’re not mailing often enough, it can also cause a reduction in opens and clicks, and higher bounce rates. So you need to find the sweet spot. <click>
- The reason for this question is that it is important to avoid list fatigue. You should send at the pace your subscribers expect.To watch for list fatigue, you should be tracking activity all the time, such as:<click>Open rates<click>Clickthroughs<click>Purchases made<click>Interest scores<click>Bounces<click>And unsubscribes. This shows you how your campaigns are doing, and a rise in unsubscribes combined with a drop in opens and clicks means you’re mailing too often. But if you’re not mailing often enough, it can also cause a reduction in opens and clicks, and higher bounce rates. So you need to find the sweet spot. <click>
- You should also be able to export data to a spreadsheet. What you're looking for is not just campaign feedback but trends.<click>
- As you watch your engagement rates rise or fall, it is up to you, the administrator, to translate these results into a plan of action for the next campaign.<click>
- Through their interest and engagement, subscribers help determine your segmentation strategy. Use your ESP's segmentation tools to manage segments according to these trends.<click>
- For example, if you use different colors or designs, knowing which members respond to each will allow you to segment them and send that design to them, to help keep them interested. <click>Some people don't mind getting something weekly or even daily, while others don't want your stuff more than once a month. Use your ESP's scheduling tools to set mailing frequencies, and you can also prevent mailings from sending to a group within days or weeks of the previous one.<click>The bottom line is, subscribers tell you what they want by their activity in response to your emails, so use this data to create better campaigns. If you track activity, you can perfect your strategy. If you perfect your strategy, you can raise response.<click>
- For example, if you use different colors or designs, knowing which members respond to each will allow you to segment them and send that design to them, to help keep them interested. <click>Some people don't mind getting something weekly or even daily, while others don't want your stuff more than once a month. Use your ESP's scheduling tools to set mailing frequencies, and you can also prevent mailings from sending to a group within days or weeks of the previous one.<click>The bottom line is, subscribers tell you what they want by their activity in response to your emails, so use this data to create better campaigns. If you track activity, you can perfect your strategy. If you perfect your strategy, you can raise response.<click>
- ConclusionThough your ESP can provide the tools to manage your list, it is your responsibility to use them, observe the results, and adjust your sending and subscriber practices. You will maximize engagement by staying agile in your response to changing trends in your subscribers' interests.Just to recap, Email Subscriber Management helps you stand out by:<click>Knowing who your subscribers are...<click>...and aren't.<click>Managing permission options<click>Using suppression files<click>Engaging subscribers immediately<click>Re-engaging lapsed subscribers, and<click>Avoiding list fatigue.<click>Improving subscriber list management techniques will<click>improve deliverability<click>increase revenues<click>and raise your marketing ROI.<click>That’s the power of Email Subscriber Management<click>
- ConclusionThough your ESP can provide the tools to manage your list, it is your responsibility to use them, observe the results, and adjust your sending and subscriber practices. You will maximize engagement by staying agile in your response to changing trends in your subscribers' interests.Just to recap, Email Subscriber Management helps you stand out by:<click>Knowing who your subscribers are...<click>...and aren't.<click>Managing permission options<click>Using suppression files<click>Engaging subscribers immediately<click>Re-engaging lapsed subscribers, and<click>Avoiding list fatigue.<click>Improving subscriber list management techniques will<click>improve deliverability<click>increase revenues<click>and raise your marketing ROI.<click>That’s the power of Email Subscriber Management<click>
- Net Atlantic was founded in 1995 as an internet services provider.<click>Today, we offer a powerful Email Marketing Suite <click>And a server base that helps us get very high deliverability rates.<click>Our email marketing tool offers highly customizable tracking & reporting,<click>And we also offer rich, dynamic segmentation.<click>We offer fully automated email campaigns using behavioral triggers and sequenced mailings.<click>Offline, we are dedicated to personal service levels<click>As well as a robust partnership program with Agency and Reseller editions<click>We also offer dedicated email marketing servers to improve control for larger clients.<click>And we use our email marketing suite as the basis for providing Total Engagement Marketing to our clients.<click>For more information, visit www.netatlantic.com, email sales@netatlantic.com, or contact an account executive toll-free at 877-263-8285.And now let me go to your questions.<click>
- Net Atlantic was founded in 1995 as an internet services provider.<click>Today, we offer a powerful Email Marketing Suite <click>And a server base that helps us get very high deliverability rates.<click>Our email marketing tool offers highly customizable tracking & reporting,<click>And we also offer rich, dynamic segmentation.<click>We offer fully automated email campaigns using behavioral triggers and sequenced mailings.<click>Offline, we are dedicated to personal service levels<click>As well as a robust partnership program with Agency and Reseller editions<click>We also offer dedicated email marketing servers to improve control for larger clients.<click>And we use our email marketing suite as the basis for providing Total Engagement Marketing to our clients.<click>For more information, visit www.netatlantic.com, email sales@netatlantic.com, or contact an account executive toll-free at 877-263-8285.And now let me go to your questions.<click>