Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

The Most Effective Tactics for Acquiring Email Subscribers

by   |    |  6,134 views

Some of the most popular tactics for acquiring email subscribers aren't viewed by marketers as especially effective, but they are widely used because they are easy to implement, according to a recent report by ExactTarget.

The report was based on data from a survey of 395 digital marketers predominantly from the United States. Respondents were asked to identify the tactics they use to grow their email lists and then rate how effective they consider these tactics are in producing quality subscribers.

Some of the tactics with with largest discrepancy between use and perceived effectiveness were:

  • General email sign-up forms on websites (74% use, 42% rate effective).
  • Sign-up requests specific to different sections of websites (52% use, 45% rate effective).
  • Email capture via Facebook (45% use, 31% rate effective).

Conversely, a number of tactics are not as commonly used, but were rated as highly effective. These include:

  • Paid search advertisements that drive to landing pages with email opt-ins (27% use, 50% rate effective).
  • The option to opt into email when viewing mobile app content (12% use, 59% rate effective).
  • Requiring an email address in order to register a mobile app (13% use, 55% rate effective).
  • Paid mobile ads (12% use, 41% rate effective).

Another set of tactics such as inbound call center requests and in-store loyalty program acquisition were also rated high in effectiveness, but are used by a relatively small group of marketers because they require facilities (call centers, brick-and-mortar locations) that not all brands have.


In this offline category, the tactics cited as the most effective in driving email subscriber growth were:

  • Capturing emails during inbound sales calls (23% use, 71% rate effective) and service calls (23% use, 63% rate effective).
  • Acquiring emails for loyalty program registrations in-store (18% use, 67% rate effective).
  • Sales associates requesting emails during the check-out process (20% use, 57% rate effective).
  • Email acquisition tied to emailed receipts or ticket deliveries (13% use, 55% rate effective).

Below, additional key findings from the report.

Top Email Marketing Objectives

  • The majority of marketers surveyed (64%) cited selling products/services as a top objective of their email campaigns.
  • A little over half (51%) are also looking to drive brand awareness.
  • Just 34% send emails to gain insights on their customers.

About the research: The report was based on data from a survey of 395 digital marketers predominantly from the United States. Of the marketers surveyed, 36% were B2B marketers, 35% were B2C marketers, and 29% were involved with both B2B and B2C marketing. The survey was conducted between June 20 and August 5, 2013.


Join over 600,000 marketing professionals, and gain access to thousands of marketing resources! Don't worry ... it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

Comments

  • by Gracious Store Mon Nov 11, 2013 via web

    Thanks for sharing this survey report on how to get people to sign up for your email lists

  • by Jose Argudo Tue Nov 12, 2013 via web

    Paid search to a landing page, with a promotion sounds like a very good option to me. But the option to opt-in to see full content, sounds a bit more risky, I've left many sites / apps that used this tactic. I can only see it working if the content is great

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!