Optimizing marketing mix is incredibly challenging - especially when your marketing goals vary through the conversion funnel. Understanding email list growth by marketing channel is a challenging task for marketers, and helps give the mid-funnel view of how brand awareness leads to email signup and conversion.
Privy users are able to understand list growth and conversions by channel through the Privy dashboard. For the benefit of all marketers, we like to occasionally release aggregate data on the best marketing channels for email list growth. Hopefully these findings can help you narrow in on the right mix, or perhaps validate your own theses.
Today we're honing in on four of our most commonly used channels: Website, Twitter, Organic Facebook and Paid Facebook.
We looked at the last 250,000 email signups across our clientele to compare effectiveness of these central channels against one another. Here's what we found.
Email Signups by Channel
At the top of the funnel, we look at new email addresses signing up for client campaigns.
At first glance, you may think you should increase spending on Facebook paid ads but you need to evaluate the signup data in conjunction with subsequent conversion data. Are new leads from Facebook ads high intent? Let's see.
Conversion rate by channel
Acquiring new, clean, contacts is always a great thing, but understanding which of these channels produces the highest intent list growth is key.
In summary, if your goal is pure email list growth, Facebook is a great channel to focus on after your website. However, if your goal is to focus on high-converting email signups, your website and Twitter are the best channels.
Are you struggling to measure the effectiveness of your marketing to drive email signups and conversions? Get in touch and we'd be happy to help you out.