Sephora’s Beauty Roulette: A Creative Email List Building Tactic

You can have the most compelling email creative and copy, the best subject line, the highest inbox deliverability; however, if you don’t have an email list to send to … well … you have nothing.

That’s one of the reasons I’m such a huge fan & advocate for list building techniques and tips. Last month, I gave a presentation titled, List Building: The Secret to Email Marketing at Social Fresh Charlotte. In this deck, I provided 13 list building tactics that email marketers should consider.

Shortly after Charlotte, my friend and Social Fresh president, Jason Keath, shared this super-creative email list building technique from Sephora with me last week. The landing page has some dynamic aspects to it, so I figured it would be best to show you via a screencast (thanks, Screenr!). Check it out below.

If you are having trouble seeing this for some reason, you can also view on my Screenr page.

In the screencast, I mentioned the follow up email that Sephora promised to send me. I was not able to capture it during the screencast, so I Skitch’d it & dropped it below so you can see what it looks like. Not bad, huh? (Who said email was dead? Certainly not the Facebook Exec Team, right Jay Baer?)

Sephora's Beauty Roulette Email Follow Up

I’d love to hear form the Sephora team about how effective this was in growing their email list. Even more interesting to me would be how this list performed going forward. Were these subscribers more or less engaged compared to other sources? How many have used their codes at checkout? If this information is not proprietary, I’d love for someone from Sephora to weigh in (even percentages would be helpful!).

I loved this email list building tactic. What did you think?

DJ Waldow

48,298 Slideshare Views & Nothing to Show For It

For RentLast week in Burlington, MA, I had the privilege of speaking at the Awareness Exploring Social Media Business Summit hosted by Jason Falls. The speaker line-up was incredible – some of the smartest, kindest folks in the social media industry shared their wisdom, 30 minutes at a time. The audience was eager to learn and full of good, challenging questions.

About an hour before my talk, I did what I normally do – uploaded my presentation deck to Slideshare, sent out a few tweets, Facebook posts, and Google+ updates alerting people that it’s available. When I started my live presentation, I told the audience (the majority of whom had tablets or laptops open) that they could follow along by going to my Slideshare page.

The presentation seemed well-received – positive feedback both on the social networks and in-person. I checked my basic Slideshare analytics and all seemed pretty normal – a few hundred views, a handful of download, and one favorite. Pretty typical.

Then something pretty cool happened.

I looked at the Slideshare metrics again, 14 hours later, and saw this:

Socializing Email Marketing - 12,126 Slideshare views in 14 hours

Notice anything “interesting?” Holy cats! 12,126 views. Crazy, right? For the life of me, I could not figure out why that presentation had so many views. I mean, I thought it was pretty good, but … 12,126 views good?

Then I went back to my inbox and noticed that Jay Baer had included a link to my Slideshare presentation in his 3-2-1 newsletter. Jay’s 3-2-1 is an email that goes out at 1PM ET 2 times per week and includes 3 links (3-2-1, get it? You can sign up for it here. Trust me, it’s pretty awesome).

Now Jay has a pretty solid following. He is what one may call an influencer – and I’m not just referring to his 82 Klout score. I’m not sure the number of email subscribers he has, but my bet is that it’s in the 10s of 1000s. Tack on the fact that he has 46k+ Twitter followers & a slew of Google+ people who follow him & Facebook friends, etc. … and, well, his reach is quite broad. Yet that still did not account for 12,126 views a mere 14 hours after my presentation posted to Slideshare.

I kept digging.

Next, I got an email from Slideshare. The subject line read, “Your slideshow “Socializing Email Marketing” is popular this week” with the following copy:

Congratulations! Your upload, Socializing Email Marketing, has been getting lots of visitors this week, making it one of the most popular this week. We’ve highlighted it at

Bingo. That was it! The snowball effect continued from there. Since it was popular, it landed on the Slideshare’s homepage and the rest is history. One day later, this is what I saw:

Socializing Email Marketing - Slideshare - 40k views

To top it off, yesterday Jay Baer wrote a blog post titled Email Isn’t Dead Among Facebook’s Exec Team. The post had 2 links in it. One of them pointed to my Slideshare presentation. As of I type this sentence, that presentation has 48,298 views. Wild. 48 THOUSAND!

48,298 Slideshare Views & Nothing to Show For it

What do I mean by this? Well, put simply, my content lives on property that I don’t own – rented land (I think that may be a Jay Baer-ism). 48,298 views on … Slideshare. Image if I had had the wherewithal to write a blog post about my presentation and embed the slides in it. It’s possible that Jay would have linked to that blog post, driving traffic here (a site that I own) instead of Slideshare (a site that I don’t own). It’s entirely possible that the presentation would have still garnered enough views to get featured on Slideshare. I realize that not all of those 48k+ views would have come to Waldow Social, but you can bet that some folks would find their way here.

Why do I want people here instead of Slideshare? Besides the fact that I don’t own Slideshare, I want people to visit this site in order to gain credibility, to earn trust, and ultimately – to land new business. I’m flattered that 48,298 people viewed my presentation, but I’d rather have even a fraction of them visiting this site, my site. The one that I blog on. The own that I control. The one that I own.

Lesson learned.

Speaking of this 48k+ view presentation, I’ve embedded it below if you’d like to see what all the fuss was about.

DJ Waldow