Subscriber acquisition refers to the strategies and techniques used to attract and gain new subscribers for a service, newsletter, or platform. It involves engaging potential subscribers through various channels and incentives, aiming to grow an audience base for targeted communication and marketing efforts.

MarTech contributor Brian McKenna has published an article featuring subscriber acquisition best practices following Gmail’s spam update.

He says, “Gmail’s new spam guidelines are putting email and CRM marketers in a bit of a pickle. Responsible list management to stay under spam thresholds means subscriber volume will likely decrease over time.

As if that dynamic weren’t enough of a challenge, iOS 15 continues to throw a wrench into the works — any marketers using open rates to measure engagement are trying to make sense of a murky picture.

To adapt to these new realities, here are some effective approaches for list management, subscriber acquisition and personalization in your email program.

Post-acquisition list management

Generally speaking, there are two main initiatives we recommend brands put into play for new subscribers:

1. Set (or tighten) standards for when to remove people from ongoing sends

New subscribers who haven’t yet established a record of engagement are your riskiest segment, recency-wise.”

Subscriber acquisition best practices following Gmail’s spam update

MarTech

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