Acquisition Email Strategies - Life Beyond Housefile Marketing
Information in the marketplace about acquisition email programs is sparse, with most of the email advice, information, and statistics referring to retention programs (a.k.a. house file email). This creates a problem; many marketers grasp onto this information and assume it is also applicable to acquisition email programs. Unfortunately, that is not the case, and it often leads to mis-set expectations and frustrated marketers.
Logic (and experience) tell us that it is always harder (and more expensive) to acquire new customers than to maintain the ones we have, but many marketers forget this when it comes to email. To be successful, it’s important to consider and understand the key steps involved in creating a robust acquisition email program.
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