One conversation that never ceases to exist is the one around email acquisition. e-Dialog and our clients work very hard to retain subscribers, but the reality is that marketers need to make sure they are "filling the funnel" when it comes to keeping their email database healthy. Unfortunately, email databases are not growing at the rate that they once were, and growing the database needs to be top of mind. Take a look at Forrester's Customer Online Survey from 2009 - the second biggest challenge that marketers anticipated they would face over the next two years was finding new email subscribers:
And, boy were they right! The typical acquisition methods (site email sign up, partnerships, etc.) still work, but not with the same effectiveness at which they once did. Retailers need to start thinking about using other channels to acquire email addresses. And, while this may seem counter-intuitive, by leveraging these other channels, it actually allows us to create the "omni-channel" customer that marketers covet. Need some cross-channel acquisition ideas? You've come to the right place...
- 1. Text to Opt In: Leverage the widespread adoption of mobile devices and prompt mobile enrollment into the email program in the store, via TV ads, sweepstakes, etc.
- 2. Point of Sale: For retailers with a brick & mortar presence, collect email addresses using the pin pad technology (preferred), email receipts, or ballot boxes. These people are already in your store - they will prove to be your best customers!
- 3. Social Networks: Include an opt-in form on Facebook pages. Additionally, periodically ‘tweet’ or ‘post’ about benefits of email program and drive the user to enroll.
- 4. Print Pieces: Leverage your direct mail program or weekly circular to tell the world about your email program! This can be done via a friendly URL or a QR code that uncovers a link to your enrollment page.
Of course, the above cross-channel acquisition methods will only work if you make sure you are telling your potential subscribers WHY they should start getting your emails. How are you different from everyone else? Will I get coupons? Advance notice? Insider info? A birthday gift? Make sure you shout what makes your program special from the rooftops.
And, once a person comes in to your database, tag their source so you can determine the value of your various acquisition vehicles. While we all love quantity, we need to make sure the quality of the leads justify the dollars you are spending to get these subscribers in the door.
Finally, make sure you are sending your new subscriber a welcome message (or better yet, an entire welcome sequence!). Even though they are coming from another channel, make the first touch as immediate as possible. By doing this, you will start the relationship off on the right foot and help with your retention goals.
For marketers struggling with acquisition, they should always think to themselves, where else can I put my email enrollment link? Hopefully the ideas noted above will help you reach your new subscriber goals and pushes acquisition down at least a couple notches on your "marketing challenges" list. I would love to hear of some other channels you have used successfully for your email acquisition!
Elisa Kleniewski, e-Dialog
