Digital Marketing - Study Notes:
A key metric
List growth is a key metric, in terms of how you’re growing your list, and how it’s building and emerging. List growth measures this rate at which your target personas are opting in to email marketing. It involves the people that you want reading your content, actually opting in, and this is your list growth.
List growth is everything. List growth data can be used to build the sales and marketing funnel, and email opt-in can be captured both online and in person. It is one of those metrics that you’re going to look and you’re going to say, “Where are we at this week, where’s our list in terms of growth?” Because once again, if you have a list that is growing, and evolving, and gaining more and more readers, that’s going to be a list that is going to have a higher likelihood of being successful, rather than a list that just plateaus and stays there after the initial push.
Back to TopEric Stoller
Eric Stoller is a Higher Education Strategic Communications Consultant and Blogger at Inside Higher Ed. With a background in student affairs, academic advising, wellness, technology, and communications, Eric educates clients and audiences on digital identity development. As a blogger, he generates conversations, answers questions, and provides insight about a variety of tech topics, including Social Media Strategies and Email Marketing.
By the end of this topic, you should be able to:
- Evaluate inbound and outbound email marketing techniques and how they are used in marketing campaigns
- Critically reflect on practices for managing email data and building an email subscriber base
- Critically appraise how to optimise email delivery and email open rates for marketing campaigns
