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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Thinking like your subscriber

Thinking like your subscriber

My kids are finally old enough so that I could take them to one of my favorite lunch places (Panera) instead of having to be stuck somewhere with a play area. When I got to the register, the cashier asked me if I wanted to join their just-launched loyalty club – MyPanera – where I could earn points for each purchase and get rewards automatically. Two hungry kids were not going to like standing there while I filled out forms. But before I could even say that, the cashier said “I see you are anxious to eat with your kids – you can fill this out at home on your computer. Here are the member cards including one that you can put right on your keychain. I’ve already swiped this so you will get your first reward when you login.” What a great customer service moment! She correctly read my situation and anticipated what would be the best thing for me. When...
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