An email address is like a customer’s ‘digital fingerprint’. Email has an ability many channels don’t: creating valuable, personal touches – at scale. A small list that wants exactly what we are offering is better than a bigger list that isn’t committed. We should focus on growing our list all of the time as newer subscribers are more engaged adding to healthier open rates and ROI.
If we could increase our signups by 10% while decreasing our churn rate by 30%, how would that change our growth trajectory? Asked another way: What color would our next Mercedes be?
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