Secrets of email success part 3 1

3,019 views
2,954 views

Published on

How to drive higher ROI from your email subscribers by improving acquisition and developing a growth strategy.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,019
On SlideShare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
8
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Secrets of email success part 3 1

  1. 1. How to Drive Higher ROI from Your Email Subscribers(Part 3)<br />Driving Growth<br />By Lora Downie, Digital Analyst-Email Marketing, Catalyst<br />July 11, 2011<br />
  2. 2. Subscriber Acquisition<br />2<br />You need lead generation tactics for new acquisition and a pipeline of new subscribers to back-fill your unsubscribes and disengaged.<br />
  3. 3. 2 Types of Subscriber Acquisition<br />
  4. 4. 1. Organic <br />4<br />Methods in line with your existing business practices (homepage, landing pages, tradeshow capture, POS, customer service capture, channel integration, etc.)<br />
  5. 5. 2. Ancillary <br />5<br />Methods that drive growth through deliberate promotion (sweeps, banners, comarketing, affiliate programs, etc.).<br />Only recommended after organic growth is optimized and still underperforming.<br />
  6. 6. Organic Is Best<br />
  7. 7. Organic Growth Strategy<br />7<br />An organic growth strategy should always begin with a capture audit: a review of what you’re currently doing (where/when/how you capture email addresses today).<br />
  8. 8. Organic Growth Strategy<br />8<br />This identifies ways to optimize what you are currently doing, but unearths areas where you should be capturing. <br />Follow the audit with an analysis of your findings to unearth your “ideal” subscriber.<br />
  9. 9. Organic Growth Strategy<br />9<br />Where are your most engaged subscribers being captured today? Optimize these areas and leverage the learnings elsewhere.<br />
  10. 10. Organic Growth Strategy<br />10<br />Channel integration is also critical. Many brands today are successfully leveraging Facebook, Twitter and email to foster the conversation and drive growth in other channels. <br />
  11. 11. Your Subscribers Are in Charge<br />
  12. 12. The Hand That Feeds You<br />12<br />If you address attrition, optimize engagement and consistently feed your list with new, quality subscribers, your future in email will be bright. (Not to mention your resume.)<br />
  13. 13. Have a question? Want to learn more? Email me at ldownie@catalystinc.com. Be sure to download Part 1: Addressing Attrition and Part 2: Growing Engagement.<br />
  14. 14. About the Author<br />14<br />Lora Downie specializes in email program strategy, design strategy and best practices at Catalyst, a Rochester, NY-based direct and digital marketing agency. She is a certified MarketingSherpa email specialist and has been published twice in DM News’ Email Marketing Guide.<br />

×