Posted in Email Marketing Tips	August 6, 2008

Subscribers generally buy a paid product within 90 days...or else!

“In any 12-month period, one out of four subscribers to a free Agora Financial email newsletter eventually buys something”, Andrew Palmer, former Director of E-Commerce/Web Marketing for Agora Financial, LLC told us in our last interview with him at Agora.

How could he be so sure? After 90 days, if a subscriber has not clicked back to an Agora marketplace website to buy or at least consider an upsell product, that subscriber is dropped from the list and must re-subscribe in order to continue receiving the free email newsletter.

"I can prove, with buying curves, that my worst producing name, if it doesn't buy in three months, is not going to," said Mr. Palmer. "A good name is going to buy immediately. A good name could buy immediately from the welcome letter. A lesser quality name will normally take about three months to ramp up.”

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"On his confirmation screen and in the welcome letter, the new subscriber is getting an upsell, usually for a print newsletter," Mr. Palmer said. "And now when he logs in every day, he is exposed to our entire offering of paid products."

"And when it hits that three-month mark, we start this non-activity gauntlet. If they are still reading at that time, they just click a link that says they're still interested and still want to get the publication. If not, they're just gone. At that three-month time period is when we know that, if we've romanced you, if you're reading on this day, you'll become a buyer," Mr. Palmer said.

And if you think that this practice increases revenue per thousand emails sent, you're absolutely right.