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.