© 2011 Catalyst

How to Drive Higher ROI from Your Email Subscribers(Part 3)Driving Growth

By Lora Downie, Digital Analyst-Email Marketing, Catalyst

July 11, 2011

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Subscriber Acquisition

You need lead generation tactics for new acquisition and a pipeline of new subscribers to back-fill your unsubscribes and disengaged.

2 Types of Subscriber Acquisition

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1. Organic

Methods in line with your existing business practices (homepage, landing pages, tradeshow capture, POS, customer service capture, channel integration, etc.)

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2. Ancillary

Methods that drive growth through deliberate promotion (sweeps, banners, comarketing, affiliate programs, etc.).

Only recommended after organic growth is optimized and still underperforming.

Organic Is Best

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Organic Growth Strategy

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).

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Organic Growth Strategy

This identifies ways to optimize what you are currently doing, but unearths areas where you should be capturing.

Follow the audit with an analysis of your findings to unearth your “ideal” subscriber.

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Organic Growth Strategy

Where are your most engaged subscribers being captured today? Optimize these areas and leverage the learnings elsewhere.

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Organic Growth Strategy

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.

Your Subscribers Are in Charge

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The Hand That Feeds You

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.)

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.

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About the Author

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.