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...