Email List Growth: Reaching New Audiences through Sponsorship 7th June, 2011

I recently attended the DMA’s Email Customer Lifecycle Breakfast Briefing with sponsors Silverpop and came away with some refreshing ideas about how to grow email lists.  Working in sponsorship, accessing a list/audience is one of the vital benefits within a sponsorship proposal.  Most often, the audience has not opted in to receive 3rd party communications; however, it is perfectly acceptable and the norm to incorporate sponsor branding within the sponsored event communications.  Options on how to do this successfully were in my last blog Email Newsletter Sponsorship: Who is Getting it Right?

However, badging logos to an email is not always the best way to organically grow your list through sponsorship within eNewsletters.  More integrated approaches can be taken if both parties are flexible, which can create a more engaging relationship with the customer you are trying to reach.

Case Study: A Small World & Boujis

A Small World is similar to a private members online network where the audience is fairly exclusive and difficult to access.  By invite only, a Small World has generated a unique and large enough audience that can become an attractive partner for luxury brands.  Typically this has been done through display advertising.  However, more recently there has been an increase in jointly supported events that are supported by communications sent by both partners to their respective database.  The most recent partner through A Small World’s email newsletter promoting an event with Boujis – a nightclub located in London.

This email was sent by A Small World to their London members.  By avoiding looking overtly commercial and sending communications which the audience has not agreed to receiving, A Small World has promoted their own event showcasing Boujis in the format and copy of the email.  When tickets are reserved, guests are then asked whether they’d like to receive communications and similar invitations to events held with Boujis.  This provides benefit to both parties – enhancing both the A Small World member experience through an exclusive invite specific to their city of residence as well as providing an exclusive audience for Boujis to build brand awareness and showcase their venue to.

In terms of using sponsorship for list growth, this is a great example illustrating how to grow your list organically through a partner – avoiding purchase or rental of data lists.  Instead of spending the money trying to jump start building a new list of customers, Boujis have wisely spent the money in a tailored sponsorship opportunity.  This not only provides them organic list growth, but also alignment with a trusted brand and a tangible event attracting new customers.

I can’t wait for more inspiration and email marketing tips at the second session in the Email Customer Lifecycle sponsored Silverpop  on Conversion,  12 July 2011.  Free to all DMA members, book early to avoid disappointment by emailing [email protected]

To find out more about email marketing, make sure to check out the DMA Email Blog.