For Interactive Marketing Professionals

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	December 24, 2008 Winning Email Subscribers In A Down Economy by Julie M. Katz with Christine Spivey Overby, Emily Murphy	Average: 10  (2 ratings)

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Executive Summary

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.

TABLE OF CONTENTS

• Email Is A Bright Light In A Dimming Economy
• How To Acquire Email Subscribers In Today's Challenging Times

RECOMMENDATIONS

• Top Tactics For Generating Interest In Email

WHAT IT MEANS

• Email Will Continue As A Marketing Staple In Tough Times
• Supplemental Material
• Related Research Documents

This is an excerpt