Measure your email acquisition success

Measure your email acquisition success

The lifeblood of a high performing email program is growing the email subscriber base, whether by converting current customers into subscribers or attracting new ones. Having a growing subscriber list is an important indicator of a healthy digital marketing program, but the quality of those subscribers is just as important as their quantity. In this post, we'll explain why quality matters and how to learn which email acquisition strategies will help you attract the best subscribers for your customer base. (See our previous post, “How to Grow Your Email Marketing List,” for effective opt-in strategies and tactics.) Why quality matters Size is important for an effective email database because it means you are reaching a broader share of your market with email. A larger database allows you to segment and target communications to be sure you're always sending the most relevant messages. It's also a reliable data source for testing new approaches and understanding what your customers are thinking and doing. However, size does...
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Email Acquisition: More Than Just Grabbing Addresses

Email Acquisition: More Than Just Grabbing Addresses

What's the magic number your boss expects you to grow your email list by in 2018? We'll bet it's 10% or more, right? And that number is going to be a struggle for you, so you're looking for every possible tactic you can find to add addresses to your database. Right again? I'd like to help you out with 10 quick tricks to add thousands of addresses. But I won't. Not because I can't, but because there's a better way to increase your subscriber database – one that retains more of those addresses as engaged, active subscribers and helps you learn whether those new subscribers are helping you achieve your marketing goals. It's all in our new guide you can download free today: "The 6 Pillars of Effective Email Acquisition: Harnessing the Power of Technology and Data for a More Personalized Experience." Why do you need this guide? Easy – because acquisition and retention of email addresses is one of your most important...
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The 6 Pillars of Effective Email Acquisition

The 6 Pillars of Effective Email Acquisition

In this guide, you won't find 10 easy tactics to grow your list 10% in a quarter. Instead, you’ll discover a winning strategy that relies on preparation, analysis and continuous improvement to create an effective and sustainable email acquisition program. This strategy rests on six pillars of effective email acquisition. This guide explains why each pillar must be a part of your acquisition program and how they work together to drive long-term growth for your email program. This is a must-read white paper for any marketer focused on email acquisition....
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Best Email List Growth Practices for AI

Best Email List Growth Practices for AI

Best Email List Growth Practices for AI List growth and email address acquisition seems to always be a central topic (and sometimes a source of anxiety) amongst marketers. The question most frequently asked on this subject is “how do I grow my email list effectively without compromising the quality of the subscriptions?” Many articles have been written on the subject highlighting such tactics as SEM, sweepstakes, co-registration, affiliate, display advertising, eAppends and even email list buying. While some of these tactics work, opinions vary on each in terms of cost and most importantly, effectiveness. The best advice I can give in terms of email address acquisition is to work with people who have experience from your side of the fence and have them perform an audit of your current email acquisition model. Partnering with an email marketing agency will yield the best results. That said, there are 5 key principles to apply when looking to acquire new email addresses for marketing purposes. ...
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6 Ways to Build an Email List From Scratch

6 Ways to Build an Email List From Scratch

6 Ways to Build an Email List From Scratch It’s incredibly easy to acquire an email list. Just type the words “email list” into any search engine and numerous pages of email lists are instantly available to purchase. There’s one problem, though, and it’s a big one; purchasing email lists is a horrible idea. Why? Because emails sent to a purchased list aren’t reaching qualified leads. The opt-out rates and lack of response will be astronomical. Also, purchasing an email list is a good way to begin eroding brand credibility. The alternative is to build a custom email list from the ground up. More work and resources are involved, but the results will produce much greater benefits. You’ll be able to reach highly targeted segments of your audience with compelling messaging that speaks to their needs. There are six general rules to building an email list that converts leads into customers. 1. Offer a Unique Value Proposition What would convince your ideal customer to give...
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3 Simple Tips to Grow Your Email List

3 Simple Tips to Grow Your Email List

While typically we discuss topics such as email content and email deliverability, we are going to shift our focus and talk about a few simple ways you can increase your email subscribers. After all, you have great content to share, and it only makes sense that you try to reach as many people as possible. Prominent Opt-in Form Be sure to place your opt-in form in a highly visible location, or in multiple locations on your website. Traditionally, an opt-in form on the home page of your website works well and if you have a blog page on your website, then an opt-in form should be added there too. From a design standpoint, make sure your opt-in form stands out and is attractive to visitors. Provide a Compelling Reason Speaking of being attractive to visitors, the “What’s in it for me?” should be crystal clear. If visitors can see the value proposition of signing up for your email, they will be much more likely...
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How to Turn Dealhound Email Subscribers into Loyal Ambassadors

How to Turn Dealhound Email Subscribers into Loyal Ambassadors

It should be no surprise that many email subscribers are in it for the deals and promotions. While you might not think that these types of subscribers would be championing your brand, you might want to open up your mind. Email acquisition through deals and promotion is an obvious extrinsic motivational tactic. Here are some tips to turn that into something intrinsic. Let's start with defining our terms: Extrinsic motivation for engaging in a behavior comes from outside of the person's drive. The deals and promotions are a lure that come from outside (from a brand). Here’s an example: You take defensive driving. You really enjoy spending eight hours sitting at a desk listening to a lecture about checking your sideview mirrors. You engage in this behavior because you really want to lower your insurance rates. Intrinsic motivation for engaging in an activity comes from within a person's drive to pursue the activity for enjoyment of the activity itself. Here’s a familiar example:...
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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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Figuring out the WHY and WHAT of subscriber acquisition.

Figuring out the WHY and WHAT of subscriber acquisition.

As many organizations begin planning for the 2012 year, one topic that is sure to be discussed Ad nauseam is subscriber acquisition.  It's no secret that in order to grow and sustain a successful email program, organizations need to have solid plans to acquire and retain subscribers. I have been a part of many discussions both on the client and agency side talking about ways for companies to grow their list and the discussion always leads back to 2 questions: Do you know WHY people subscribe to your program? WHAT are people looking for once they subscribe? I truly believe that you need to have both of these questions answered before sources are identified, budgets decided on or welcome and on-boarding are even discussed.  To me, answering these questions are literally the foundation for your entire program. There are some out there that will always default to the standard answers of "they want deals" or "stuff that is relevant to them", but I...
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