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Description
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.
Agenda:
- Why email is a key channel for a weak economy
- How email subscribers behave and respond
- Why consumers subscribe to emails from different industries — like CPG, retail, and financial services
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