How to Build and Make Real Money o n Your Email Lists. Nadeem Azam. Nadeem Azam. Computer programmer in the 1980s Journalist in the 1990s Launched full-services digital agency Azam Marketing in 1997. Azam Marketing. Azam’s eCRM Activities. Data hygenie and de-duplication
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Make Real Money
on Your Email Lists
Computer programmer in the 1980s
Journalist in the 1990s
Launched full-services digital agency Azam Marketing in 1997
Over 30 databases managed and broadcast each week for different companies including major advertisers and affiliates.
e.g. we broadcast newsletters for Trinity Mirror, such as the Mirror Football newsletter which is emailed every working day
What is CRM
Why eCRM will benefit you
- Best Practice
Finding an ESP
What to Broadcast
Finding lucrative advertisers
Organise . . . Automate . . . Synchronise . . .
What is the first thing most people do when they switch on their computers?
39.4% of industry executives said that the channel that performed strongest for them was email marketing. This was the top result by a long way (Datran 2010 Annual Marketing & Media Survey)
A Q2 2009 survey of over 5,000 senior US executives revealed that email marketing was the channel most likely to see an increase in marketing budget
Email marketing continually delivers the highest ROI for any marketing method. According to the Direct Marketing Association, email marketing delivered $43.62 for every dollar spent in 2009
Prominent placement e.g. top of page or scroll-in
Strong call to action
Give away a desirable freebie e.g. an ebook, an Ipad
Opt-in rather than opt-out
Explain clearly what communications they will receive
Alongside the form fields you require, must collect:
Registrant IP number
Registration time and date stamp
TIP: include ‘we do not spam’ graphic on the side of the registration box to increase opt-in rates
Don’t buy databases
Don’t swap databases
90% of co-registration companies will send you worthless leads
Many of the guys on a4uleads.com and other lead generation forums are crooks – avoid ‘em!
If you are going to use a third-party to grow your database, thoroughly investigate them
Make sure they’ve been in business for at least three years, have a professional looking website, and have relevant registration (Data Protection Act etc.)
There are hundreds out there...
So how do you find the ideal one for your needs?
1. Decide if you would like:
a low cost Pay As You Go service
a managed third-party solution
your own server solution
2. Read lots of reviews
3. Insist on speaking to other customers
4. Ask to see deliverability statistics for your list quality and size
5. Trial a few solutions with targeted broadcasts
TIP: Feel free to ask Nadeem for suitable ESPs after this session if you’d like some advice
Keep different pots of data separate and sent targeted broadcasts based on their needs
Data appending services allow you to profile customers and therefore send more defined communications
Over time, active profiles should also be built (openers and clickers) by the advertising vertical they respond to. Then send to them via the best systems/IPs. Less responsive data can be re-activated with softer competition, charity or free information campaigns
But don’t waste time on complex segmentation if only a few hundred subscribers
Generate the maximum Revenue Per Member - without damaging your reputation or having overly high unsubscribe rates
If you are sending a content newsletter once a week or fortnight, consider broadcasting a solus or offers email in between the content newsletters
Form alliances with other ethical emailers to grow each other’s databases
If you have a quality database, you could consider nalternatives to advertising companies on a commission-only basis at your expense
Alternative revenue models to consider: CPM, CPC,tenancy fee
Don’t be brainwashed by advertisers wanting no-risk advertising: far more spend goes on CPM advertising than CPA
Ask advertisers for their actual - not target - cost per acquisition and visitor to conversion rate. Then you can work backwards.
e.g. if the actual CPA is £50.00 and a website converts at 5%, then they should pay you £2.50 CPC. Because, for every 20 visitors you send them (£50), then will get one new lead at their actual CPA
By knowing your average open and click rates, you can also switch a CPA to a CPM advertising agreement e.g. if 10% of your broadcasts are opened and there is 10 clicks for every 100 opens then in the above scenario you should ask for £25.00 CPM
Or can ask for a fixed tenancy fee to be in your newsletters e.g. £250.00 to be featured + the regular, or ideally higher, CPA/CPS
Create a glitzy media pack PDF with information about your databases
Emphasise to advertisers the value they are getting with the exposure of their brand in your broadcasts and educate them that each email you send costs you money
Use perfect send domain name. Ask your subscribers to white-list it
Make sure domain name has not been blacklisted by using a tool like myiptest.com
Authenticate domain names (SPF records and Domain Keys to be set up by your ESP)
Broadcast from quality, pre-warmed IPs
Set-up feedback looks with ISPs (Hotmail, Yahoo, AOL).
What’s wrong with these?
“MAKE £75,000 EVERY WEEK GUARANTEED”
“a4u Expo Newsletter: Get a free ticket to a4u Expo, 11-13th October 2010, London”
“5% Discount Voucher Code off Super Drug for Today!“
Personalise…. make topical… target to recipient demographics
Do keep copy short and to the point.
Do design e-mails to communicate even with broken graphics in case an image gets blocked
Make the calls to action text links rather than HTML so recipients can always read them.
Also at least one call to action text link should be visible in preview pane. Can use a ‘second subject line’
Don't abandon using HTML images in outbound e-mail efforts altogether, as HTML outperforms text e-mail.
Do make sure that your logo or other recognizable elements of your brand appear inside the e-mail preview pane or viewing area.
Do consider using spam-scoring technology that will scan the entire e-mail and tell you how likely it is to be blocked by filters.
Don't forget to put a deadline in the subject line — this can drive up response rates.
Obsessively analyse metrics
Check your spam score with tools. A couple of good free online ones are:
Send from ‘The XYZ Team’ rather than XYZ
Include brand names in subject lines: “5 GBP voucher from Argos, 80 GBP reductions at Dell and more”
Test, test, test…
Split-test subject lines
Test different creative layouts. Do a ‘heat map’ study. Also ask users.
Link to the online version of the email creative from social media sites
Test optimal delivery time. Tuesday and Thursday morning are sometimes the best times
The customer is leaving your shop without buying. Are you just going to stand by and watch them walk out?
Though obviously don’t make it too arduous for them to leave you