The Subscriber List Growth Rate a metric tracking the rate at how rapidly your entire subscriber list is growing.
Keep in mind a ‘subscriber’ does not entail being a customer or user of your product. Subscribers could only be engaging with your content and external marketing.
Your subscriber list should be one of your largest lists to utilize for email marketing campaigns.
How to calculate Subscriber List Growth Rate:
To calculate your list growth rate first subtract the number of unsubscribes and hard bounces from the number of new subscribers, then divide that number by the previous number of total subscribers on your list.
Notes
- Make sure to set a custom date range or use 'All-Time' to determine subscriber growth.
- In Yaguara you can source Klaviyo and Mailchimp for subscriber lists when creating a Key Result:
Why Subscriber List Growth Rate is important:
Email is not going anywhere, and has become a staple of day-to-day communication and eCommerce touch points. An increasingly positive Subscriber List Growth Rate helps keep your list healthy and contributes to the overall success of your email marketing efforts.
In eCommerce email typically plays a pivotal role in encouraging a second purchase and beyond. Having customers return is important because it keeps their average cost of acquiring a customer down. And a 2018 report from Emarsys showed roughly 80% of businesses still rely on email as their primary channel for acquisition and retention.
It’s inevitable to experience some attrition, so focus on ways to continually grow your list, engage subscribers, and find new loyal subscribers. But keep in mind that building your subscriber list based on quality versus quantity is more important than the total count.
How to improve Subscriber List Growth Rate:
Social Animals
Use social proof to show new visitors how popular your blog is among their peers. If you have relatively impressive traffic or subscriber numbers, consider (humbly) showcasing those metrics. Something as simple as "Join more than 5,000 subscribers for the latest and greatest XYZ" can help you convert those visitors who are not ready to hand the contact details.
Stay above the influence
You got them there, so make it easy for new visitors to subscribe. Place your subscribe widget above the fold on your sidebar or in the middle of the page. It should be one field for an email address so they can get back to the action.
Land and expand
This strategy is deployed for when marketing starts away from your site. If you are marketing on social media sites (LinkedIn, Twitter, Facebook, etc.), instead of sending interest to your blog homepage send them to a dedicated landing page to convert subscribers. As long as the original message implies they need to become a subscriber the conversions should follow.
