Are giveaway email subscribers worth it?

It’s easy to dismiss giveaways and say they only bring in junk subscribers. But if a giveaway worked, you should run it again, and the only way to know is to look at the data.

Go back and pull the giveaway, the pop-up or opt-in that ran alongside it, and the subscribers it brought in. Treat them as a cohort. How many signed up, how many converted, and what has that cohort spent over time? Their lifetime value is your answer.

Low-intent subscribers are still on your list, and that’s worth something. With good flows and campaigns working on them, you can still convert a chunk of them. If the cohort numbers stack up, put the next giveaway in the calendar.