As businesses evaluate paid advertising strategies for email acquisition, they often face the challenge of maintaining a reasonable cost per acquisition without jettisoning standards of quality.
To inform readers of new releases and to drive book sales, a leading book publisher was seeking high-quality subscribers for a best-selling author’s email database. The company wished to implement an omni-channel approach to drive email acquisition.
The challenge for Acceleration Partners was to attract high-value customers that met their current database’s open and click-through rates within a 30-day period.
STRATEGY & APPROACH
To attract email signups, Acceleration Partners created two sweepstakes related to the author. This allowed Acceleration Partners to conduct A/B testing and yield valuable insights for optimization. Acceleration Partners developed the ad creative, targeting parameters and landing page structure for each campaign in accordance with acquisition marketing best practices.
As part of ongoing conversion rate optimization, Acceleration Partners tested the images, headlines and audiences to lower the cost per acquisition and garner high-quality subscribers. Our comprehensive test strategy leveraged multiple channels including Facebook, Google Search, Google Display and Twitter.
In an ecosystem as competitive as book publishing, this company found a highly effective approach for acquiring valuable new email subscribers for its best-selling author. The campaigns exceeded initial projections by 37 percent, while generating 60,000 emails at a CPA 26 percent lower than original projections.
This cohort’s continued engagement suggests that these campaigns are a sustainable approach to email list growth for this publishing company. Thirty days following the campaign’s end, unique open rates for the newly generated database were 25 percent higher and unique click- through rates were 48 percent higher than previous subscribers.