Bertrand Van Overschelde

Unsubscribe and bounce rates for email range from 15 percent to 30 percent per year. To make forward progress with your email list size means minimizing the natural leakage and adding new emails. The top two methods to organically grow your email customer base are through a sign-up form on your website and/or by gaining permission during the purchase process. While not all site visitors may be ready to buy, they may be ready to take that step of getting to know you better.

The popularity of daily deals—emails or mobile notifications that offer a discounted local service or product—shows no signs of abating. According to BIA/Kelsey, US spending on daily deals, instant deals and flash sales is expected to hit $2 billion in 2012 and continue to grow to more than $4.2 billion in 2015. Since Groupon's launch in 2008, many lessons have been learned—by the retailers offering the deals and the consumers purchasing them. As the number of daily deal-style offerings grows, the "dealers" (e.g., Groupon, Living Social) have to tread carefully or they'll risk alienating subscribers,

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