WHY EMAIL ACQUISITION SHOULD BE TOP OF MIND FOR EVERY MARKETER

WHY EMAIL ACQUISITION SHOULD BE TOP OF MIND FOR EVERY MARKETER

WHY EMAIL ACQUISITION SHOULD BE TOP OF MIND FOR EVERY MARKETER One priority that should reside towards the top of every email marketer’s mind is list growth. VPs and C-level execs love to tout the size of their lists, because bigger lists supposedly translate to bigger profits. But bigger lists don’t always correlate to bigger profits, because not all lists are created equal. So how do marketers determine if the level of effort and resources expended in email acquisition is paying off? Do you know: Which acquisition source in your program has the best conversion and engagement rates? (NB: Definitions of “conversion” and “engagement” can vary by program.) What is the actual cost per email, by acquisition source? What is the revenue per email, by acquisition source? If your answer to all three of these questions was anything but a resounding “yes,” then read on. In 2009, I joined Groupon to head up their email marketing program. One area I spent a lot...
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The “Why” of Email Acquisition

The “Why” of Email Acquisition

As we wind down the 3rd quarter and preparations for the large Q4 push (either Holiday or the final sales for year) really start to heat up, one thing on the minds of many companies these days is email acquisition. Not only is Q4 a time for selling, but it's also a time for companies to acquire new names for 2013 email campaigns. There have been (and will continue to be) many posts about how to optimize your email acquisition flow. At Trendline we have  strategized with some of the largest brands in the world about optimizing their acquisition efforts. There are many ways to increase the size of your list and unfortunately, there is no silver bullet or any magic way to do so.  Different methods work for different companies and even competitors in the same industry may need to use distinct approaches.  At Trendline, we don't produce any documents or white papers that talk about the top 25...
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