Bronto Blog

Every email marketing manager is always searching for ways to grow their subscription file - this is a given. Many options and opportunities exist to grow your subscription file organically. Unfortunately some email marketers still struggle with purchasing permission based lists as a means to increase their mail file. By doing so they settle for a quick fix that really does not build a stable, viable and cost effective acquisition.

I think of the saying “good things come to those who wait” applies to smart email marketing managers who appreciate the logic and process of growing their subscription file organically over time and with well developed marketing efforts.

The opportunities to grow a healthy subscription file comprised of subscribers with true interests in your products, company, messaging… are only limited by the time you spend creating and implementing an effective Email Marketing Acquisition Plan.

Over the next few weeks I will create a series of blogs focusing on each of the following elements. Each element is critical to creating a thorough Email Marketing Acquisition Plan.

A clearly visible and well positioned subscription button. Too many email marketers assume subscribers know their site as well as they do; hence they miss so many opportunities to capture new subscribers by hiding their subscription link. Give the space this very pivotal acquisition tool deserves by creating a strong and visually appealing subscription button placed near the top of each page on your site.

Sell consumers on why they should subscribe. Highlight all the benefits a subscriber will receive for signing up. Give them a reason to want to receive your messages.

Promote subscribing via all marketing collateral: catalog, brochure, retail in store signage and receipts, packaging inserts, special event signage and giveaway bag inserts… Don’t underestimate all the potential opportunities available to attract new subscribers. This holiday season alone I personally received at least seven gifts from family and friends drop shipped via various online retail companies that did not include any packaging material inviting me to subscribe.

Educate your Customer Service Department on the benefits of email marketing. Your Customer Service Team speaks to your customers, potential customers and gift recipients on a daily basis. The more informed and empowered they are to facilitate the subscription process the quicker your file will grow.

Generate new acquisition leads via Paid Search, Organic Search, Banners, Direct Mail, Blogs, Events, Trade Shows… I know you already utilize these traditional marketing channels but are these marketing campaigns optimized to capture email subscribers? How can you get the potential customer flipping thru a catalog or clicking on a PPC ad to subscribe?

Through the course of a series of blogs I will highlight each element providing great examples of well thought out and executed creative, copy and marketing to help build your 2008 Email Marketing Acquisition Plan.

Kimberly Snyder
Account Manager at Bronto

Other posts in the Grow Organically Series:

Market Your Subscription Button

Sell Subscribers on Signing Up and Staying Subscribed