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Five Tips for Successful Email Acquisition

Targeted email campaigns are still one of the most effective forms of marketing, and marketers say that email is still a strong performer as a generator of both website traffic and revenue.

Experian recently released a white paper titled, “E-Mail Market Study: Acquisition and Engagement Tactics”.

 

Email engagement proves your subscribers are interested in your brand and the content you are delivering. Email marketers are using new methods for email engagement and also improving older methods to gain a greater understanding of their customers’ needs and wants.

 

Here are some interesting facts and best practices from the white paper:

 

1) Point of Sale is the Best Place to Collect Email Addresses

 

• Seventy-eight percent of retail brands use sales associates to collect email addresses.

• Thirty-six percent of brands collect email addresses on paper (not recommended due to spelling errors)

• The majority of marketers (73 percent) source and track email addresses acquired at point of sale differently than other addresses

• Thirty-three percent of marketers report that more than 25 percent of their customers are willing to provide their email address at point of sale

 

2) Use Incentive Signs at Your Cash Register

 

A successful example Urban Outfitters used was “Ask to be signed up for our e-mails and receive 10% off your next purchase.” This tactic would be most effective in the service department. Post a sign in your waiting room or at the cash register offering an incentive to sign up for your emails.

 

3) Use Pop-Up Windows

 

Pop-up windows on websites are one of the most aggressive and successful method for e-mail address acquisition. When Sport Chalet installed a pop-up window on their website saying “Sign up for Our E-mails,” they experienced an 84% increase in the total number of valid e-mail addresses and a 39% increase in total opens. If this isn’t an option on your site, offer e-mail opt-ins in several places across your website. Experian finds that above-the-fold opt-in locations perform better than those below the fold.

 

4) Use Opt-Out Surveys

 

Opt-out surveys are used after a customer opts-out of your emails, and can help identify why your customers are dropping off your list. Ask questions like:

• Do they not like the time of day they’re receiving emails?

• Have they had a life change that would make them unsubscribe?

• Do they not like the frequency with which they receive your messages?

• Do they find your content interesting or useful?

The answers to these questions can help steer your program in the right direction.

 

5) Use Subject Line Testing

 

Companies surveyed agreed that subject line testing wins when it comes to results. Over time, if subject line testing is done correctly and consistently, open rates can improve significantly. With today’s sophisticated CRMs, subject line testing on different groups can be accomplished very easily. Every marketer should make this type of testing a common practice.

 

What are your best practices and recommendations for e-mail acquisition? What has worked and what hasn’t?

Views: 298

Tags: campaigns, email, email address acquisition, marketing, targeted email

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Comment by Mike Gorun on February 21, 2013 at 10:10am

Mark, I use Campaign Monitor to send out newsletters for my customer loyalty and retention resource website. It is an easy way to send out newsletters to subscribers on a monthly basis.

Comment by Mike Gorun on February 21, 2013 at 9:59am

Thank you for the website, Alexander. I will be sure to check it out.

Comment by Alexander Lau on February 21, 2013 at 7:57am

Back to the subject of the article. A / B or Multivariate testing makes sense: http://help.campaignmonitor.com/topic.aspx?t=139. Personally, I find pop-up windows used for chat and E-mail acquisition annoying. It's about usability and conversions, not jamming an annoyance in someone's face.

Comment by Alexander Lau on February 21, 2013 at 6:04am

Bryan, that's your opinion. It's contingent on requirements.

For example, I just ran an analysis of this site itself and scraped 1207 quality, legit E-mails, which I could use to re-market to all of you. Believe me, this is exactly one method that list selling and data mining companies deploy. Using the public domain to provide E-mails to their clients. Whether it's SPAM or not can surely be argued. 

Just a little trick I've used and I have measured some of my scraped lists for well-performed conversions.

Comment by Mark Luxford on February 20, 2013 at 3:45pm

Good post and a subject that is close to my heart. In the power sports industry here in Australia, the enthusiast market is always hungry for a great monthly soft sell newsletter. Getting power sports dealers to have a consistent email collection strategy is one I am constantly preaching.

Comment by Bryan Mull on February 20, 2013 at 2:11pm

Email address scraping is for spammers and losers.

Comment by Alexander Lau on February 20, 2013 at 12:02pm

Diane, a bit on the dodgy side, but the reality is, if an E-mail extractor tool can scan a site and find what's in the public domain, hey, it's legal. I've come across a goldmine in the past and have received good conversion results from that initiative alone. Happy hunting!

Comment by Diane Anderson on February 20, 2013 at 11:50am
Great post! Also, thanks to Alexander on his tip as well.
Comment by Alexander Lau on February 20, 2013 at 11:39am

I agree with the overall premise of the article. It's fairly obvious E-mail still works. I'd much rather see you do a comparison of E-mail versus Text, etc. and the rates behind their successful conversions in the automotive retail industry. Actually, I misunderstood the title of your post, I was disappointed I was unable to chime in on 'E-mail Acquisition' as in how to get good lists and scape the Internet for others. I use a nice little tool to do just that at http://www.massmailsoftware.com/extractweb. Install, run, export list, import into your favorite E-mail blaster and bombs away!!! :-)

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