savage@totalsavagetech.com http://savagemarketingtech.com

Data-Driven

List Building

Presenter:

Csaba Zajdo

Death of email?

Open rates are growing

Open rates are growing

Better email marketing

Better email marketing

• Personalization

• List segmentation

• Event triggered emails / transactional emails

• Lead scoring

• Marketing automation

• Dynamic Email Personalization

Better email marketing

Is list building evolving?

Is list building evolving?

Is list building evolving?

What is your goal?

Primary goal

Vs

Secondary goal

Primary list building

Secondary list building

Secondary list building

Secondary list building

Built-in

Sign up forms

Entry

Popups

0.1 – 0.5% 1 - 5%

10X Difference!

Data-Based List Building

Segment your visitors based on…

• Traffic Source

• Browsing History

• Onsite Behaviour

• Pages visited

• Time spent on site

• Time spent on page

• Exit intent

• Etc.

Primary list building

Primary list building

vs

What if list building is only secondary goal?

Traffic source based differentiation

HOT TRAFFIC

SOURCE

COLD TRAFFIC

SOURCE

BUY SUBSCRIBE

Traffic source based differentiation

HOT TRAFFIC

SOURCE

COLD TRAFFIC

SOURCE

Secondary list building

Goal: Maximizing secondary conversions (subscriptions) without damaging primary conversions (purchases).

Onsite behaviour based differentiation

1. Timing

2. Relevancy

Onsite behaviour based differentiation

Onsite behaviour based differentiation

Triggering events

• Exit intent

• Inactivity

• Scrolldown

• Scrollback

• Re-entry

• Hover

• History Back Event

Onsite Retargeting

With onsite retargeting

you get a second chance

BEFORE your visitors leave

your site...

Onsite Retargeting

1 5,468 EXTRA SUBSCRIBERS IN

2 MONTHS

2 1,129 EXTRA CUSTOMERS

3 REVENUE INCREASED BY 7.35%

Onsite Retargeting

1

$148,297 EXTRA REVENUE IN

1 MONTH

2

8,997 EXTRA SUBSCRIBERS

3 REVENUE INCREASED BY 18.2%

Data-Based List Building

Data-Based List Building

HOT

PROSPECTS

COLD

PROSPECTS

Data-Based List Building

HOT

PROSPECTS

COLD

PROSPECTS

Dynamic Text Replacement

BEFORE: 4% CONVERSION

Dynamic Text Replacement

AFTER: 11,2% CONVERSION RATE

Summary

1. Segmentation also works in list building

2. Have different landing pages for each visitor

segment

3. Send cold traffic to list building landing pages

4. Use onsite retargeting for secondary

message

5. Use dynamic text replacement to personalize

your messages

Thank you!

www.optimonk.com

savage@totalsavagetech.com http://savagemarketingtech.com