May 23

Email Marketing Awards Winner Proves, with Millions of New Subscribers, that It Pays to Share

Email Marketing

2  comments

How many emails have you sent prospects and customers this week? How many opened them? How many acted on them?Email Marketing Awards Winner Proves, with Millions of New Subscribers, that It Pays to Share

If you’re like most marketers, the answer too often is, “Not enough.”

It’s a hard fact: people are being inundated with so many sales pitches via email that it’s harder than ever to get prospects not to delete your email, no less take action. It’s no wonder that when marketers obsessively focus on what’s in it for their prospects to open an email, remarkable things happen – like several million new subscribers.

That’s precisely what Citrix attained through a campaign to grow its subscriber base. Typically, when organizations want to grow their email lists, they do things like coming up with a gimmick, giveaway, or contest to convince people to sign up.

Instead, Citrix decided to leverage their lists to attain new subscribers. They emailed content their existing subscribers valued so much that they eagerly shared it with their colleagues, and Citrix made it easy for them to do so. The subscribers’ colleagues appreciated the emails so much that they decided to subscribe too.

The result: an overall email list increase of several million contacts (35%), “which has greatly increased our media spend efficiency. We are generating demand without having to directly pay for the usual media channels like banner ads, Adwords, etc.” explains Baxter Denney, Manager, Database Marketing at CitrixOnline.

It also resulted in receiving the 2012 Email Marketing Awards’ B2B Best in Show. To read the details of how the Citrix email campaign conclusively proved the value of sharing vs. selling, download the free MarketingSherpa Email Awards 2012 Special Report. It features more than 100 pages of the industry’s smartest, most effective innovations, as well as campaign descriptions, sample emails, extensive results metrics, and judges’ analyses.

And if you want to learn even more about the most innovative and effective ways marketers are using email to drive more opportunity and revenue, consider attending the next Email Marketing Summit, Feb. 7 – 10, at Caesar’s Palace Hotel and Casino in Las Vegas. To review an agenda, go here: 2012 Email Marketing Summit. Receive an extra $500 off registration by entering promotion code 192-ST-1004.

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. There is a fine line between marketing e-mail to an “involved” or “service/product interested” potential customer and a spam e-mail.
    I am sure that marketing e-mails must be sent only to people who expressed their interest in your company.

  2. There is a fine line between marketing e-mail to an “involved” or “service/product interested” potential customer and a spam e-mail.
    I am sure that marketing e-mails must be sent only to people who expressed their interest in your company.

Comments are closed.

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}

Related Posts

Email Marketing: 3 lead nurture paths you should automate
Email Marketing: 3 simple steps for building customer personas
Email Marketing: Do you test your legacy marketing?