NCR APTRA E- MARKETING BÜLTEN Customer Power Başarılı Uygulama Örnekleri Four Successful Case Studies to Grow Your Email List Triple Your Sign Up s Start By Reducing Consumer Anxiety www.encore.com.tr
Four Successful Case Studies to Grow Your Email List Lessons from the wise... You have to focus on growing your list. Remember you will keep churning names off your list, so to continue to build your program list growth should be a primary digital tactic. Here are four case studies from different organizations that you could apply to your own programs. I - Credit Union Example A credit union I work with came up with a unique way to engage local youth during the summer, they told their members (in credit union lingo customers = members) to give their kids a special summer writing project. To participate, they had to submit an essay describing what they would do with $250K as the mayor of the city, charged with creating summer youth programs. Parents submitted the essays and included the child s age, education goals, etc. as part of the entry form. All this information was maintained in a database that allowed the CU to market education, insurance and car loan products to the member s for their kids. All members were asked to judge so everyone was involved. II - Banking Example Another financial institution I work with sent an email campaign with the subject lines (split testing) What if you won the Lottery? and What if you won a Million Bucks? The campaign was used to launch a dream giveaway recipients were asked to tell what they would do with the winnings. Obviously the email got attention; there were many click-throughs to the landing page designed to capture the responder s lifestyle choices/ products things they could buy or do if they had a million dollars. The landing page also included a calculator, to help the customer learn how much they would have to save to reach their financial goal(s.) They tried to make the interactivity as real as possible asking for more and more detail from the customer and showing them the steps to attain their financial goals. All information fed the bank s marketing database and used today to create personalized marketing programs for each customer. In both of these examples, the CU and Bank made connections with their consumers they created conversations and fueled their marketing efforts for years to come. III - The Registry Many big department stores have bridal registries, it s a very simple concept couples come in, register and select items they d like to receive. This one store allowed couples to announce their wedding via email and give those recipients the option to congratulate the couple via personalized email messages and browse through their registry. After the wedding, the newly married couple received an email offering an exclusive three-day sale. Simply bring in your list items you didn't receive from your registry may qualify for their discount (couples often receive cash.) All purchase information was recorded for future marketing maybe their china is being discontinued, a lamp they liked is now on sale etc. Their marketing possibilities were endless and all offers were completed targeted. 1
IV - The Contest Not everyone is in the wedding business, but you can collect preferences other ways. In early 2000, I was consulting for a home décor company; they sold window treatments, carpets and other home furnishings. They had a lot of traffic at their website it seemed that people loved to browse through their site. As a result, we tried something unique, offering a $5,000 shopping spree. To win, you had to write about your home and tell how you would spend the money. They awarded a grand prize and gave discounts to everyone else for the items on their wish lists. Most importantly, they were able to personalize offers to their prospects and customers going forward, resulting in higher opens and clicks. In Conclusion If I was to list five critical factors for your success, email list growth is going to be a key item. Also, don't forget to leverage other engagement touch-points like mobile, self-service, social media, and direct marketing to add to your email list. You have to keep fine tuning your approaches to list growth as you to continue to grow your base, engage your base, and create interactive conversations with those you serve. 2
Triple Your Sign Up s Start By Reducing Consumer Anxiety Soothe their anxiety, offer them some chai :) You have numerous opportunities to engage your consumer to provide you with additional information. This could be during the sign up process, after a transaction, or even an out of the blue survey. If you can reduce the anxiety associated with a question you are more likely to get an honest or better response the same applies when we survey customers and prospects. The problem doesn't lie with the information collected; it s the approach. To improve the quality of your responses you need to make the recipient comfortable, make the interaction conversational. Think of the last time you entered a contest, you were asked to provide your name and answer some personal questions what was your comfort level in this age of identity theft? How honest were you with your answers? Eliminate the anxiety by beginning your surveys with a brief description of why you need the information. For your Q and A, begin with some multiple choice or yes or no questions. After three questions, reduce the respondent s anxiety by asking for anecdotal feedback (in a text box) something to express their feelings. After they have done this continue with your survey (more multiple choice and yes or no). At the end of the survey ask them for their email ID and contact information. I ve found more positive responses, more completed surveys and more primary email IDs when the demographic and contact info was at the end of the questionnaire. Traditional, military style questionnaires don t perform as well. Asking for the contact information first tends to result in three issues: 1) The reader s guard goes up and so they provide you with a secondary (or false) email ID. 2) The user assumes a persona, so the questions get answered with information that is not necessarily true. 3) The user feels like they can come back to your questions later so they skip the information. Your goal is to create an interactive conversation to do this you have to earn their trust and only then will they open up to you. (Kaynak: http://www.emailyogi.com/ ) About the Author: Mr. Sundeep Kapur ( Director, strategic marketing, NCR Corporation 1990-2013) Sundeep Kapur has been assisting organizations with their converged channel marketing strategies since 1990. From direct marketing to digital to converged, he is a passionate teacher who works with businesses across multiple industries, helping them to enable technology and services to brand, and personalize and speak to consumers more effectively. He is an industry-recognized expert who has delivered keynotes, run panels, and delivered "relevant, inspirational, and outstanding" education for organizations around the world. Sundeep is also an avid user of social media, having leveraged words, pictures, and video into a conversational digital book. His daily dose of best practices can be found at www.emailyogi.com, where he has more than 1,200 articles on best practices. 3
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