If you take them aside in confidence and buy them a drink or two, most people working in email marketing will eventually admit there’s a hungry beast they have to deal with that is never full and always has an appetite for more. No matter how much or how often they feed it, it’s a bottomless pit.
What is this monster? It’s none other than your email list! Actually, if you’re treating it right, it’s more like an elite athlete than a monster. Chances are, no matter how many subscribers you already have, you hunger for more. The simple truth: the care and feeding of your email list is a job that’s never done (and shouldn’t be).
The constant need to acquire new email list members is fueled by a few unchanging facts: Brands continually seek greater market share, which means increasing visibility and interest among non-list members in order to bring them into the fold and once we do – turning them into customers. Not only do we want to grow the number of prospects we can communicate with through email, but many companies are also challenged by having subpar percentages of customer email addresses on their files, so seek better coverage of customer opt-ins to email. Couple those realities with the inevitable churn most email lists see annually due to unsubscribes, aging data and deliverability issues (30% turn-over is not uncommon) and it’s no wonder we can’t satisfy the beast!
Email marketing’s early days seem like ancient history now, which presents both new subscriber acquisition challenges and opportunities. Unlike the age of commercial email’s inception, the novelty of receiving savings, coupons, content and other exclusive goodies promised to subscribers wore off years ago. List members expect that at a minimum, and expectations are rising – subscribers now want us to surprise and delight them, anticipate their needs, and enable or remind them to make their interactions with us efficient and convenient.
On the bright side, we have more tools and tactics at our disposal than ever before to invite new subscribers on to our lists. Here are the top-performing new-subscriber acquisition practices that should be in place for your program:...