ClickZ is running an interesting article on optimizing e-mail list growth. The focus is on minimizing the abandon rate. We aren't currently tracking this number, but I know it's a lot higher on Direct Source than I'd like it to be.
Part of this is that we're strongly inferring that registration is required prior to proving our value. I'm tempted to back out of that -- I never really liked that approach. But, as soon as we started doing that the # of registrations shot way up. Only 15% of the ones who said, yeah it's OK to send me stuff seem to be garbage addresses. I'd like that to be lower, but I would have expected it to be higher. I guess the real question is how many qualified leads are we turning away with this approach. That's pretty hard to test -- if anybody's ever figured out how to test that, I'm all ears.
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OK, I'll post.
I've been experimenting at home with various techniques with emailing and response so this article looks interesting. I feel like I'm learning something, mostly that I just need to find a good product to sell. (products I've attemped; wedding web sites and business flyer templates). Amazingly I get about 20-30 hits a day on my wedding web site, mostly from google and Yahoo, but I find that there are more wedding vendors interested in promoting themselves with me than brides buyig my sites. So I moved my focus to accomodating them. I think that suites my situation better since I started this project as a way to make a little extra money, but found that because of the competition, I had to work a lot harder just to stay competitive. Not for me, since I already have a full time job. ; )
Posted by: Lori at February 28, 2003 05:46 PM
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