white papers
Growing opt-in listsTurning web browsers into buyers
Best practices to succeed"Pay-per-click", search marketing,website SEO optimization. business ownersare investing more money than ever drivingtraffic to their Web sites in the hope ofgenerating sales. According to JupiterResearch the number of people shoppingonline is well over 64 million and increasingat a rate of 10 per cent every year...Growing opt-in lists - Turning web browsers into buyers
Contents
Introduction page 3
Best practises for success page 4
Challenges in building loyaltythrough email page 8
Conclusions page 10
About Campaigner page 11Growing opt-in lists - Turning web browsers into buyers
Introduction"Pay-per-click", search marketing, website SEO Channel surfoptimization.business owners are investing Start by using as many channels out there asmore money than ever driving traffic to their possible to drive online interests and grow aWeb sites in the hope of generating sales. company database. A marketers' push and pullAccording to Jupiter Research the number of tactics can range from one, many or all of thepeople shopping online is well over 64 million channels listed to help create a steady flowand increasing at a rate of 10 per cent every of site traffic.year. More broadly, that translates into 17 plusbillion dollars up for grabs during the holiday - Key Word Portal & USP Buys - In-store POSmonths of November and December alone. - Trade-Shows - List RentalIt is no wonder business owners are scrambling - Viral & Cross Promotion - Co-Registrationto gain competitive traction, by utilizingloyalty-building email marketing tactics to - Call Center - Direct Mailcapture these visitors, and communicate with - Customer Care - Product Warranty Registrationthem in an ongoing revenue-producing way. - Co-Marketing - Third Party ChannelsAn Intelliseek survey by Forrester Researchon US consumers trust or distrust by type The data below illustrates different inbound channelsof advertising, found that roughly two-thirds available to online marketers and how effective eachof respondents said they trusted emails they channel is at generating opt-ins.signed up for. This confirms what many industryexperts have known all along. Email marketing Channels that B2C & B2B email marketersis a powerful relationship building tool. So how use to generate site traffic and gather namesdoes an organization implement a successful that are 'working well'email loyalty program?As in all email marketing endeavors, it starts B-to-C Tactics 'Working well'with the list. The foundation of any successfully B-to-B Tactics 'Working well'email program begins with a healthy databaseof customers and contacts that have grantedpermission to actively message them at a Check box on our 85%personal level. Without one, the handsome registration/order forms 83%rewards of a successfully targeted email Free trials/downloads 73%campaign are unattainable. 77%According to a new study on World wide email Customer service call-ins 63%messaging by the market research firm IDC, 68%daily email traffic is now estimated at 60 billion.Hence, it is not hard to understand why the Newsletter offer 65%66%immediate priority for online marketers is to findrelevant email addresses to communicate to Trade events 62%and ultimately fulfill the great promise of email 66%marketing.turning browsers into buyers. Asking offline in stores, 62%printed order forms, catalogs 63%Without question, the easiest way to findrelevant email addresses is to ask every Sweepstakes/contest 67%consumer who visits your Web site for theirs. 44%Simple enough, but most sites do not generate Sales alert or product 61%enough online traffic to drive a high volume of announcement offer 53%opt-ins. And without a sufficient volume of sitetraffic to capture elusive opt-in addresses to Telemarketing 33%drive strong relationships between buyer and 59%seller; business owners will lose valuable market Premium/free-gift 53%share faster than it takes the deliverability status with-sign-up 52%on an unsolicited email to bounce. So what canmarketers do to generate site traffic? Co-registration (check box 57%on other sites' reg. forms) 47%Email appends (appending 40%offline addresses into email) 54%0% 20% 40% 60% 80% 100%Source: MarketingSherpa, Email Marketing Benchmark Survey, October 2005Methodology: The survey was fielded on Wednesday, October 7, 2005 toselected MarketingSherpa lists. It w... [download for more]
