short-and long-term strategies for b2b email list …...short-and long-term strategies for b2b email...
TRANSCRIPT
Short-and Long-Term Strategies for B2B Email List Growth
Adrian Xavier OlveraSr. Marketing ConsultantDell, Inc.
Thursday, January 21, 2010
About Dell
Every Fortune 100 company does business with Dell.
We’ve been the No. 1 PC supplier to small and medium businesses in the United States for 10 consecutive years.
On average, we ship about 140,000 systems per day – that’s more than one every second.
We have nearly 2 billion interactions with our customers every year.
The 10 largest U.S. companies run on Dell.
9 Dell facilities in the U.S. and Europe are powered by 100% green energy.
We’re the only computer company offering free computer recycling to consumers worldwide.
List Growth Facts and Figures• Now, more than ever, companies are investing in email marketing.
For Dell SMB, 65% of all new global marketing deliverables in 2009 were email communications.
• Standardize, optimize and innovate your list growth strategy with online before spending tons of budget on list rentals and other “hunting” tactics.
• A recent study stated non-incented site registration was the highest ranked list growth based on average rating and continuity* followed closely by incented site registration.
• Dell U.S. SMB grew organic opt-in rates by 16% overall, and up to 14x the quarterly average during the holiday season.
• Dell optimized its preference center to minimize bounce rates by 24%.
*Conducted by ExactTarget for the 2009 Email List Growth Study. Over 350 top companies participated.
Effective B2B Email List Growth
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Standardization
• Set your KPIs (MQL, SQL)
• Keep close track of List Health
• Evaluate spend on “Hunting” tactics
Optimization
• Make it easy for a subscriber to give you an email address
• Advertise the email program effectively online
• Test Timing and Traffic
Innovation
• Think beyond the preference center
• Continuously simplify the user experience for customers
B2B List growth
Dell SMB Case Study
Dell SMB Case Study
Obvious Fact:Site traffic from existing, organic sources are full of potential email subscribers.
Reality:Primarily, we must sell product. Secondarily, it is vital to sell the email program.
How:Optimize existing entry paths to the preference center.Harness the traffic that already exists and knows the brand.
Goal:Increase organic opt-in rate by at least 15%.
Online/Mktg
Landing pages
Preference center
Dell SMB Case Study
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US transactional landing page example
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• Ensure email call-to-action is consistent• Bring it up into the site navigation
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Dell SMB Case Study
Drove +16% incremental organic list growth
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Dell SMB Case Study
• Prominent CTA directly in the path of traffic• Less likely of being lost in the background• Generic value proposition
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2
Dell SMB Case Study
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• Drove +36% incremental organic list growth
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2
Dell SMB Case Study
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• Test a coupon incentive in high traffic areas• Coordinate with online advertising, site
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Dell SMB Case Study
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Drove 14x the avg. opt-in rate during the holiday season
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Dell SMB Case Study
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Close the Deal: Optimize the Preference Center
Dell SMB (U.S.): Before
• Information overload
• Too many required fields
• One. Long. Page.
• 70%+ page abandonment
• Dude, you’re getting…bored.
Dell SMB (U.S.): After
Optimize the Preference Center
Optimize the Preference Center
Short, benefit-driven copy
Minimal Required Fields
Page 1
Page 2
Page 2
Additional preference options
Email samples, Awards
Warm thank you message
Optimize the Preference Center
Final Considerations
• Standardize: Understand your KPIs and adjust your strategy to meet those needs.
• Positive organic list growth over time is more healthy than quick-fix list rentals. Enable the opportunities that will lead to more relevant messaging.
• Optimize: Dell reduced bounce rates by 24% by moving to a two-page format.
• Innovate: Explore the world beyond subscriber preferences (propensity modeling, behavioral targeting, etc.).
Credits/Thank YouAnd big thanks to:
• Acxiom Digital– Acxiomdigital.com
• U.S. Dell Marketing Team
– Jessica Vogel, SMB online
– Mimi Burleson, SMB Email
Adrian Olvera, Sr. Marketing Consultant
1-512-507-2832