Whilst we all feel the need to have a forward to a friend (FTAF) link on our email, are we doing enough to get those who are forwarded the email subscribed to our emails? Clearly if someone has taken the time out to think a friend or colleague would be interested in your content then that friend is more than likely going to want to receive your emails.
But have you thought how to get these signed up to receive future emails?
Traditionally links have been placed on the email ‘Have you been forwarded this email? Click here to subscribe.’ But these would have to be placed on the original email sent to those who have already subscribed, using up valuable space. So how about dynamically adding in a link to only those that have been forwarded the email to a subscription page?
This is possible through the Adestra platform (MessageFocus) FTAF feature.
A forward to a friend form would typically ask for your name and email address and your friend’s name, email address and any additional message you would like to add at the top of the email sent on. How about adding in a link here that says ‘Like what you see? Click here to subscribe to further emails like this one’ with a link to your subscription page or a subscription centre setup by Adestra that can automatically trigger out a welcome message and subscribe them to the relevant list(s).
A one off setup that can result in a high amount of new subscribers without using up valuable space in your original email; if you would like to find out more about this feature please contact us.
Andrew Abram, Client Strategy Consultant
Last month I presented at the B2B Marketing Magazines email excellence seminar, and this debate popped up again. Adestra commented on this very subject in 2008 on the E-consultancy blog but how much has actually changed since then?
It is true that email results for acquisition are still substantially lower than for retention emails, and load and blast isn’t the best method either. There is one obvious reason why retention emails perform better than acquisition and that is because recipient knows who you are and so they read your email.
Now, if we transfer this to email for acquisition, the question is not “Is email for acquisition dead?” it’s “when should you use email for acquisition?” The simple answer is, when they know who you are.
Possible ways to do this:
From here, these prospects can be entered into a lead nurturing programme which can include events, letters, email, telesales and face-to-face meetings to ensure they know who you are and you are building a rapport with your leads.
So no, email for acquisition is not dead, but using it to blanket email a bought list just won’t work for you any longer. Email should be a part of the lead nurturing process and cannot be relied on to close the deal for you, but it will help you to build that relationship with your prospects if used with other channels.
Reena Mistry, Group Account Director
Econsultancy and Adestra annual email marketing census has just been launched, as always it will cover email marketing topics such as Use of email services, Email marketing budgets, ROI and effectiveness, Email Integration and Deliverability.
To take part all you will have to do is fill in the Email marketing Census 2010 survey, at the end of the survey you will also get the chance to fill in your details to get your own free copy (worth £150).
Adestra will hold a breakfast briefing in March where we will discuss the latest hot topics and best practice for email marketing for 2010, if you are interesting in taking part of that please feel free to fill in your details on our contact us page.
Finally we would like to thank the Linus plus the team at Econsultancy and everyone else that has taken part in the 2010 Econsultancy and Adestra email marketing census, if you would like to stay up to date on these hot topics please subscribe to our RSS feed and/or newsletter to make sure that you receive the latest news.