December 24, 2008

Winning Email Subscribers In A Down Economy

This is the first document in the "Email Subscribers" series.

by Julie M. Katz

with Christine Spivey Overby, Emily Murphy

Executive Summary (This is a document excerpt)

Email is resilient in a challenging economy because of its cost-effectiveness, speed-to-market, and direct reach. But even as the value of email marketing increases, finding new email subscribers will increasingly plague email marketers unless they shift acquisition tactics. Current subscribers are frustrated by irrelevance and high volumes, and consequently, Forrester expects that subscription rates on the whole will plateau. So what can email marketers do to boost their list sizes, especially when they're short on budget? Find email subscribers among those who've already subscribed to emails in their industries, make use of other marketing efforts like search and social networking, and promote the consumer-related benefits of their email programs.

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