How to Drive Higher ROI From Your Email Subscribers(Part 1)<br />Addressing Attrition<br />By Lora Downie, Digital Analyst...
Your Best Asset: Subscribers<br />2<br />Most marketers are so focused on getting the next email out the door that they do...
Your Best Asset: Subscribers<br />3<br />With a little time and analysis, your subscriber and website data can uncover inv...
Understanding Attrition<br />
1. Attrition Will Happen<br />5<br />Your email list willexperience attrition:<br />Unsubscribes<br />Spam complaints<br /...
2. Where to Start<br />6<br />To minimize an activity that happens at the end of a subscriber’s lifetime you typically hav...
3. Build the Relationship<br />7<br />Look at how you capture email addresses now and find ways to optimize your capture p...
4. Demonstrate the Value<br />8<br />Do you properly convey the value of your program and/or content?<br />Have you provid...
4. Demonstrate the Value<br />9<br />If your relationship is built on common goals and expectations, the likelihood of sub...
5. Listen to Subscribers <br />10<br />Provide opportunities for feedback throughout your subscribers’ lifetime.<br />Keep...
5. Listen to Subscribers<br />11<br />People’s interests change…and your content needs to reflect this in order for your r...
Have a question? Want to learn more?Email me at ldownie@catalystinc.com. Be sure to download Part 2: Growing Engagement an...
About the Author<br />13<br />Lora Downie specializes in email program strategy, design strategy and best practices at Cat...
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Secrets of email success part 1

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How to dirve higher ROI from your email subscribers my minimizing attrition and growing your email base.

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Secrets of email success part 1

  1. 1. How to Drive Higher ROI From Your Email Subscribers(Part 1)<br />Addressing Attrition<br />By Lora Downie, Digital Analyst–Email Specialist, Catalyst<br />July 13, 2011<br />
  2. 2. Your Best Asset: Subscribers<br />2<br />Most marketers are so focused on getting the next email out the door that they don’t take the time to give their subscribers the attention they deserve.<br />
  3. 3. Your Best Asset: Subscribers<br />3<br />With a little time and analysis, your subscriber and website data can uncover invaluable information about your email program:<br />What’s working/not working<br />Content direction<br />Lay the foundation for testing a strategy<br />Point you in the right direction for future growth<br />
  4. 4. Understanding Attrition<br />
  5. 5. 1. Attrition Will Happen<br />5<br />Your email list willexperience attrition:<br />Unsubscribes<br />Spam complaints<br />Loss of interest<br />If your job is to grow your email base, then it is also your job to understand your attrition drivers and focus on minimizing them.<br />
  6. 6. 2. Where to Start<br />6<br />To minimize an activity that happens at the end of a subscriber’s lifetime you typically have to look at the beginning.<br />
  7. 7. 3. Build the Relationship<br />7<br />Look at how you capture email addresses now and find ways to optimize your capture process. <br />If you optimize this upfront component you are building the relationship on trust and transparency from the onset.<br />
  8. 8. 4. Demonstrate the Value<br />8<br />Do you properly convey the value of your program and/or content?<br />Have you provided an opportunity for subscribers to evaluate what you’re offering them to see whether it’s a good fit?<br />
  9. 9. 4. Demonstrate the Value<br />9<br />If your relationship is built on common goals and expectations, the likelihood of subscribers unsubscribing or losing interest is considerably lower.<br />
  10. 10. 5. Listen to Subscribers <br />10<br />Provide opportunities for feedback throughout your subscribers’ lifetime.<br />Keep the conversation flowing.<br />
  11. 11. 5. Listen to Subscribers<br />11<br />People’s interests change…and your content needs to reflect this in order for your relationship to continue.<br />
  12. 12. Have a question? Want to learn more?Email me at ldownie@catalystinc.com. Be sure to download Part 2: Growing Engagement and Part 3: Driving Growth.<br />
  13. 13. About the Author<br />13<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 />

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