Benchmarking Email Marketing Acquisition
By David Daniels
Email subscriber churn continues to remain a top challenge for email marketers. Driving list growth to gain new addresses and backfill lost subscribers is a necessary priority for marketers. Email marketers’ list growth goals for 2018 is 9.8 percent, down from 11 percent in 2017, and keeping with the 2016 goal of 10 percent.
Email Marketing Acquisition – 2018 Benchmark Report was published in July 2018. The Relevancy Group Benchmark reports review trend analysis of a specific marketing category or tactic. In this instance, email marketing acquisition. These annual reports are part of the TRG’s Research Subscription Service and serve as an excellent resource to benchmark your individual results against the industry.
The research answers these key questions:
• What are email marketer list growth expectations?
• Which email acquisition tactics are marketers investing in?
• Which tactics are necessary to address challenges and ensure audience growth?
Report Excerpt: Email marketing agencies including BrightWave, Inbox Marketer, Merkle, and Trendline have demonstrated the strategy to ensure that acquisition tactics are executed with quality growth in mind. Acquisition is not a trivial task and marketers must work with agencies and should seek acquisition specialists such as CertainSource and Publisher’s Clearing House Media.