Amanda Steinberg, SMASH Summit NYC

METRICS & TACTICS OF EMAIL ACQUISITIONAmanda Steinberg of DailyWorth 2

We Deliver Worth (daily by email)3

Email Subscriber Growth 2009-2012 320,000 0 Jan 2009 July 2012 3.5 years to 320,000 4

Email Subscriber Acquisition Is Our Game 5

2012 Acquisition Breakdown15% Direct 46% Programs & Partnerships (FTW!) 6

The BasicsBe Awesome or Don’t Send 7

Make Your Content Kickass: Positioning* *(most important slide) DailyWorth 20MM+ audience opportunityLowest Common Jargony Denominator 8

Real-life, Pithy Content RulesKiplingers DailyWorth 9

Make Sure Your Subject Lines Kickass–hint: don’t include the word “tax”Highest Open Rates• Stop Lying• Cut It Out• “Whoa”• Moms Hit the FloorLowest Open Rates• Fees That Are 401-Not-OK• Making Wealth Less Taxing 10

Keep It Short:150 – 250 words 11

Optimize UI for Email 12

s 70% of homepa ge says “Give me your ema il” =9 % co n v ersion 13

100% of gateway page says “Give me your ema il” = 30%conversi on 14

Program details: •  Enter to win •  Tell your friends Result: Social share explosion + 40,000 subscribers15

We Love “OPL” (other people’s lists) •  Great excuse to make friends with other properties •  Amazing for growth, mediocre for engagement •  Contests work best with double opt-in •  With double opt-in – you’ll lose 80% of your growth but the remaining 20% are the gold you were after in the first place 16

Shout Out to Hilary Fetter,DailyWorth Marketing Director Growth Hacker (@hfetter) 17

Embrace Constant Failure • SEO • PR • Syndication • Original contentWhat worked last month, • Twitter • Facebook may not work today • Tell-a-friend • Contests • Referrals • Webinars • Video • Incentives ... and the list goes on … 18

Amanda SteinbergCEO, DailyWorth.com @AmandaSteinberg 19

Amanda Steinberg, SMASH Summit NYC

by 500 Startups on Jul 30, 2012

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