Marketers must experiment with new acquisition methods other than their own website, Facebook page, or store.
In April of this year, my firm surveyed 402 qualified marketers about their email acquisition tactics as well as the methods that were delivering the highest value. Not surprisingly, the majority of marketers (52 percent) stated that their own corporate website was the most widely used to acquire new email subscribers. When we asked them which method of email acquisition produces the highest-value subscribers, the corporate or branded website again was on top, as selected by 35 percent of the respondents. This chart details the responses to both questions.
The research survey revealed the following findings:
There are a variety of methods that have proven to deliver a high return on investment (ROI) of valuable subscribers including:
Lastly, I refer you back to this column where I discuss the importance of the entire organization working together in order to continue to effectively grow the email subscriber database.
What email acquisition tactics are working or not working for you? Are you measuring the subscriber value for each acquisition source? Let me know.
Until next time,
This column was originally published on July 16, 2012.
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For more than 20 years, David has been an industry proponent. Direct Magazine said David is "one of the most influential experts in email marketing, if not the most influential." Co-author of "Email Marketing An Hour A Day," David has held senior level positions at Forrester and JupiterResearch, Apple, Anthropologie, MacWarehouse, Proteam, and retailers that dotted the early days of CompuServe. David advises many industry organizations including the OTA, DMA, eec, and has been a contributor to the Weekend Today Show on NBC. Learn more about connected marketing and download free research with registration here. Follow David on Twitter @emaildaniels and learn more at www.relevancygroup.com.
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