Advertisement
 

Dela Quist on Increasing Email List Size and Frequency

March 20, 2013 By Melissa Campanelli
Get the Flash Player to see this rotator.
 

When it comes to email marketing, marketers have to free themselves from the fear of being perceived as spammers and go ahead and send more email messages.

This was the main message delivered by Dela Quist, the outspoken and unconventional CEO of email agency Alchemy Worx during his keynote address last week at the Direct Marketing Club of New York’s March luncheon at the Yale Club.

“There' s a lot of fear and self-loathing in the email marketing community,” Quist said. “Marketers limit the amount of emails they send because they're so afraid they're going to be perceived as spammers. They literally bend over backwards to not be perceived this way. But it's stupid to throw the baby out with the bathwater. Spamming is illegal; what we do is marketing.”

Having a large mailing list is also an important success factor for brands’ email marketing programs, despite all of the discussion around targeting and segmentation, Quist said.

“We're so afraid to be called spammers that we don’t test or experiment with list size,” Quist said. “The fact is the more email you send to more people, the more money you make.”

To drive home his point, Quist pointed to President Obama’s presidential election campaign’s email marketing strategy. Based on data from eDataSource and the Federal Election Commission, Quist explained that facing a tight race in mid-October 2012, Obama ramped up his email efforts, doubling his daily send. The Romney campaign, on the other hand, dropped its email send volume at the same time by 33 percent.

“Obama won because his list size was 10 times bigger than Romney’s and he mailed so frequently,” Quist said. "From a revenue-generating perspective and a poll perspective, Obama's success was directly related to the amount of email sent.”

Quist also discussed how frequency drives engagement. In one example, he showed how a marketer that sent three emails per week had a lower-than-average clickthrough rate (3.46 percent), but a higher-than-average sales per subscriber rate (1.09 percent). What’s more, the unsubscribe rate for the thrice weekly mailing was lower (0.134 percent) than the weekly mailing (0.139 percent).

 

SPONSORED CONTENT

MORE ON EMAIL MARKETING >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as:  What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions are not accountable? How to calculate how much you can afford to spend to acquire a customer or make a sale. And how can you calculate the customer’s lifetime value? How to understand the relative economics between customer acquisition, retention and CRM. How to measure the funnel process and which improvements will have the most impact.Your download of this book will also include model templates that you can use to immediately calculate and increase profitability for all your marketing efforts.  Profiting from the Magic of Marketing Metrics

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as: What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: