Email Acquisition: The Strategies and Tactics Employed by Modern Marketers

Market research authored by David Daniels (formerly of Forrester Research and Jupiter Research), and other analysts from The Relevancy Group. Sponsored research can be downloaded with registration. Other titles can be purchased for a fee or save and subscribe to our research. Get access. Ask the analyst; Get Access to Answers.

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  • Sponsored by CertainSource

    Written by Nicholas Einstein and David Daniels CertainSource, Acquistion, List Growth, Email Marketing

    About: Published in November 2017, Adding new emails to the top of the funnel is a top priority for marketers across business verticals who rely on a wide variety of tactics to drive acquisition.

    Key Questions:

      How is email revenue contribution advancing year over year?
      What is the email marketing acquisition?
      What is the average annual list growth for email marketers?
      Which tactics are marketers utilizing to improve email acquisition?
      What challenges are preventing email acquisition optimization?
    Executive Summary: 
    Email is more important for marketers today, than ever before. Consumers are responding to email from brands and marketers at higher rates this year than last year. In addition, email is driving a greater percentage of revenue as well – 20 percent for mean survey respondents. Adding new emails to the top of the funnel is a top priority for marketers across business verticals who rely on a wide variety of tactics to drive acquisition. Marketers who focus on driving true email opt-ins with affirmative consent to join a program are better positioned than those who rely on lower quality sources like co-registration and list purchase. Brands and marketers must actively manage email acquisition programs. Many would benefit by following The Relevancy Group’s M-A-P [Measure, Align, Partner] process to develop more efficient and effective programs.
    The Research: 10 pages, 9 graphics, 2960 words
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