1. The NEW New Rules of Email
Leading Approaches that Fortify
Results!
Presented February 22, 2012 by
Karen Talavera, Synchronicity Marketing
and
Austin Bliss, FreshAddress

2. Welcome
• To maximize your experience
• Write down your questions
– time for questions,
mindful of schedule
• Quiet, Listen
– Little voice
– Devices
• Be Open to Hearing Anew

3. Karen Talavera
• DMA Email Marketing Trainer since 1999
• Top 100 Women in Ecommerce 2012 (WE magazine)
• Member Only Influencers, EEC, Solo-Entrepreneur
• Nationally-recognized email marketing
thought leader, writer, trainer, consultant and speaker
• President and Founder, Synchronicity Marketing
– Founded 2003
– Email Marketing Strategy, Training & Consulting
– Based in south Florida serving clients worldwide

4. Austin Bliss
• Past Chair, EEC List Growth Roundtable
• Speaking at events since 2003
• Served on DMA‟s Committee for Social Responsibility
• Awarded “Rising Star” award by DMEF
President and co-Founder
Email Database Services Company
Founded in 1999

5. Today’s Agenda
• Welcome, Introduction 10:00 – 10:10
• Growing & Maintaining Responsive Email Lists 10:10 – 11:00
• Creating Exceptional Email Marketing Messages 11:00 – 12:00
Lunch 12:00 – 1:00
• Navigating the Murky Waters of Deliverability 1:00 – 2:00
Quick Break 2:00 – 2:10
• Next Generation Metrics and Analysis 2:10 -- 2:50
• Drawing, Open Q&A 2:50 – 3:00

6. Growing and
Maintaining
Responsive Email Lists

7. Agenda
1. List Growth Basics
2. List Growth - The New New Rules
3. List Maintenance - The New New Rules

10. ASK!

11. Ask EVERYWHERE!
• Website
• Paper (order form, etc.)
• Phone (customer orders, etc.)
• In Person (POS, check in, etc.)

12. WIIFM?
Make sure there is an ONGOING value exchange

13. WIIFM?

15. Reassure
How you will use their email address
How you will protect their privacy

16. Reassure

17. Reassure

18. Agenda
1. List Growth Basics
2. List Growth - The New New Rules
3. List Maintenance - The New New Rules

20. #1
Withhold as Enticement
Show and Prepare

21. #1 - Show and Prepare

22. #2
Collect It All Now
KISS

23. Asking Too Much

27. #3
Expect Information Sharing
Explain Why

29. #4
Ask Everywhere
No Really, Ask Everywhere

33. #5
Opt-out Appending
Opt-in Appending

34. Appending
Name Address Email
Joe Smith 15 Shire Street, New York, NY 10024 ?
Sarah Watson 643 Main Street, Palm Springs, FL 33406 ?
Ken Chapman 514 Broadway St., Los Angeles, CA 90079 ?
Austin Jordan 13 Green St., Salem, NH 03079 ?

35. Appending
Name Address Email
Joe Smith 15 Shire Street, New York, NY 10024 Jsmith@hotmail.com
Sarah Watson 643 Main Street, Palm Springs, FL 33406 Sk8girl@earthlink.net
Ken Chapman 514 Broadway St., Los Angeles, CA 90079 Kchapman@aol.com
Austin Jordan 13 Green St., Salem, NH 03079 Austin@jordanz.com

36. Appending
a) Send your postal database b) Your file is matched against vendor‟s
in for processing. database. Make sure it is 100% opt-in!
c) Suppressions are run.
e) The enhanced file
with deliverable email
addresses is sent back
to you. d) A Welcome Email is sent to your
customers to confirm deliverability and
ensure their permission. Make sure it
is 100% opt-in!

37. To Append Or Not To Append?
• Ask everywhere
• Effectively send/track
• Established ROI in the email channel
• Fully educated & ready to leverage append results

39. #6
Typos Happen! Who Cares?
Typos Happen! I Care!

40. Why Care?
• Lowered response rates
• Inadvertently abandoned customers
 Lost revenues
 Opens door for competitors
 Customer dissatisfaction
• Wasted marketing effort and expense
• Risk of being blacklisted

42. Run Regular List Audits

44. #6 – Prepare For Typos

45. #6 – Prepare For Typos
Vs.

46. #6 – Prepare For Typos
acbliss@gmail.cmo
• Simple software code can enforce RFC standards
• More advanced software can filter out invalid addresses
• The best services can actually notice and correct typos in real-time

47. #6 – Prepare For Typos
…Caught and Corrected
before it entered their database

48. - Use Cloud API or build
yourself
- Get “spellcheck” with
corrections provided!

49. Agenda
1. List Growth Basics
2. List Growth - The New New Rules
3. List Maintenance - The New New Rules

50. Over 50 million email addresses changed
this year
– Switched Jobs
– Changed ISPs
– Graduated from School
– Abandoned b/c of Spam
– Corporate rebranding
– Etc.

51. #7
Get New Subscribers
Don‟t Lose Existing Subscribers

52. Question Assumptions

53. Consider A Backup

54. Make Updating Easy

56. Use Email Change of Address (ECOA)
• Just like NCOA, but for your email list
• 6-15%+ Update Rate
• Ideal for large (100k+) lists of old email addresses
• Pay per email address recovered

57. Recap - New New Rules
Improve your „ask‟
1. Show and Prepare
2. KISS
3. Explain Why
4. Ask *Everywhere*
5. Opt-In Appending
6. Take Typos Seriously
– Do Routine Audits
– Assist Self-Proofing
– Use Technology
7. No email address is forever
– Get a Backup
– Make Updating Easy
– Run ECOA

58. My “Ask”

60. QUESTIONS?

61. Contact Information
• Karen Talavera
• Synchronicity Marketing (www.synchronicitymarketing.com)
• Email: karen@synchronicitymarketing.com
• Phone: (561) 967-9665
• Facebook: www.facebook.com/SynchronicityMarketing
• Twitter: @SyncMarketing
• Austin Bliss
• FreshAddress (www.freshaddress.com)
• Email: austin@freshaddress.com
• Phone: (617) 965-4500
• Twitter: @FreshAddress