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Posts Tagged ‘Online Lead Generation’

influence projectA Study by agency 360i indicates that the majority of Twitter conversation is between consumers and that Corporate Twitter seems to be directed at the Consumer rather than with the Consumer.

According to the study, only 12% of consumer tweets mention a brand by name. When they do refer to a brand, consumers are sharing news or information about the brand (43%) or reporting use of or interaction with the brand (35%). Hold on..what do you mean ONLY 12% of consumer Tweets mention a brand name? Are you telling me that  brands would be unhappy if in the physical world over 1 in 10 conversations mentioned a product?

But of course the real failing is in the idea that again Brands are not engaging in a dialogue but in a monologue – ‘’Most conversations are simply monologues delivered in the presence of a witness’’….Margaret Millar. This does seem to hark back to an era when TV and Print indulged in ‘Interruption Marketing’, talked about in great detail over a decade ago by Seth Godin in his book Permission Marketing. And of course even the early days of email marketing followed a dose of ‘Spray and Pray’ communications.

We all know these days its much more about the conversation and the idea of spreading influence through peers and contacts. I came across a very interesting form of this influence spreading by the Fast Company. They essentially wanted to created a viral campaign to find the person with the most Online Influence in 2010 – The Influence Project. They do this by a very crude method of making you feel more of a mover and shaker by getting people to click on your personal url . And yes that was mine. And they have effectively used this to get a degree of awareness out there about their magazine.

Perhaps more importantly, as I type, they have acquired something in the region of 25,000 email addresses. Hopefully they won’t abuse that privilege, and so have used a very ‘social’ need of many people ( i.e. to perhaps to have their 15 minutes of fame) to potentially start a conversation with them in the future and indeed have already created millions of google searches ,tweets, emails, facebook mentions. 100% of which have mentioned the Brand.

Oh, now that I can think about it, 1 in 12 does seem low.

Ps…I am currently ranked 422..please make me famous

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Line of peopleMy colleague, Mark Robertson, just wrote an interesting blog on Welcome Email Programs. I thought I would add to this by discussing the very first point – growing that email list.

With that in mind, here’s my checklist of things to consider when growing an opt-in email list ….plus a few additional comments/opinions:

What are you looking to achieve – quality or quantity?

Put simply, is it double opt-in or single opt-in?

•    Double opt-in: As Mark suggests, best practice would be to take a double opt-in approach when capturing data. Anyone within the industry would have a hard time arguing against this, yet this isn’t the norm as it isn’t a legal requirement.
•    Single opt-in: The most common method used, yet all too often people are simply collecting with growth targets in mind and not really thinking about why? Write down the objective.

What are recipients opting-in for?

There are two quick wins here – point of sign-up and welcome program.

•    Sign-up: We hear people talk about ‘competing within the inbox arena’, so let subscribers know what they can expect to receive straight away (e.g. newsletters, promotional offers, both, …). I’ve seen examples of some retailers actually giving a click option to see an example newsletter (e.g. www.elc.co.uk/SignUp.php). No confusion here.

•    Welcome Program: A ‘triple-whammy’ here.  A chance to thank them for joining your email list, inform them about what they can expect to hear and, most importantly, your first opportunity to get a recipient engaged.

What to capture?

A few things to cover here. The reality is it might be an area to test – email only vs. full data capture. Things to consider would be:

•    Industry: B2B would differ from B2C (e.g., organisation vs. post code).

•    Types of Data: If you stick to the types of data that can be used for personalisation, I don’t think you can go too far wrong. If you’re not at that stage of your contact plan, then there’s no need to worry, collect that information by way of ongoing process (e.g., reintegration of click behaviour, preference centre/edit profile).

•    Type of Communication: If you perform other forms of marketing communication (e.g., mobile), capture that data BUT be sure to give them that preference as an option.

•    Frequency: I’ve heard it discussed that you should give a recipient a choice of how often they wish to hear from you? A good idea in theory, yet how would they know? That’s not to say it’s not a good idea, yet it might work better to have a preference page link within the email so this can be done after they gain a feeling for your contact frequency.

•    Sharing Data: The recipient has opted to receive newsletters from your brand. Make it absolutely clear if you intend to share their data with ‘trusted 3rd party partners’. If not, both brands will suffer, yours most.

Where else can I capture data?

Numerous places, write them all down and I think you’ll be pleasantly surprised:

•    Online: Both new and existing customers. If they have to sign up to receive these emails, make sure any unsubscribe process is still 1 or 2 clicks. I hate those ‘can’t remember password’ scenarios.

•    Offline: I bought my Godson a present from Baby Gap just the other day. As soon as I finished my transaction, the till assistant was tapping my email address into a hand-held device ….she looked terrified when I quizzed her as to where that was sending my email address?! No spelling or hand writing problems here for Baby Gap. Tim Watson wrote an interesting blog about How to grow email lists through offline touch points read more here.

OR

•    Lead Generation Specialists: Oops, shameless eCircle plug time: www.ecircle.com/en/products-services/lead-generation-services

Generally, when reading a blog I tend to work to the 5 minute rule – any longer and it’s eating into something else I need to be getting done. So whilst this subject could warrant the breaking of this rule in its importance, I’m going to end with one comment. With email list growth requiring such a detailed thought process, do you know your list growth rate versus your rate of unsubscribe …? I’m often surprised as to how many don’t, worth a check I’d say.

Other related articles can be found below;

http://www.email-marketing-reports.com/iland/2008/10/new-email-marketing-22-ways-to-build.html

http://dmaemailblog.com/2010/02/16/generating-new-email-recipients-from-facebook-apps-why-integration-is-the-key-to-success/

https://ecircleblog.wordpress.com/2010/01/18/email-relevanc…t-go-far-wrong/

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