At the core of any successful email marketing program lies a healthy database of subscribers. Therefore, marketers should make growing that database a central priority.
However, list growth continues to be difficult for marketers. An Ascend2 survey reported that 34% of respondents found “increasing email list size” was a difficult objective to achieve. This was third behind maintaining an engaged list (45%) and reducing spam complaints (37%). The study also revealed that more marketers felt email list growth was more difficult than proving ROI.
These results are not surprising. Instead of letting analysis of comprehensive datasets lead the way, we often see “anecdotal evidence” and corporate agendas guiding email-list growth strategy. In an effort to demystify list growth, here are three things we’ve found that email marketers with large and thriving email databases have in common.
1. They track all sources of email list growth.
Yes, tracking only some list sources is better than not tracking any list sources. However, unless all sources are...
Your email marketing program relies on many factors for success, but the most important is the quality of your email database. In earlier blog posts we've reviewed strategies for acquiring more of the high-quality email addresses that will grow your email program and help you achieve your business goals, and for measuring the success of those strategies. Now we'll look at some specific metrics that will help you refine your success measurements when it comes to a good email acquisition strategy.
Pay attention to these early-warning metrics
Opens, clicks and conversions are reliable ways to measure how active and interested your email subscribers are, but they are long-term indicators. Their greatest value comes when you track them to see if they're trending up or down.
Two metrics need your immediate action, both to correct as soon as they occur and to serve as the springboard for investigation into potential problems with acquisition sources. They also indicate low-quality subscribers but have more power to...
The lifeblood of a high performing email program is growing the email subscriber base, whether by converting current customers into subscribers or attracting new ones. Having a growing subscriber list is an important indicator of a healthy digital marketing program, but the quality of those subscribers is just as important as their quantity.
In this post, we'll explain why quality matters and how to learn which email acquisition strategies will help you attract the best subscribers for your customer base. (See our previous post, “How to Grow Your Email Marketing List,” for effective opt-in strategies and tactics.)
Why quality matters
Size is important for an effective email database because it means you are reaching a broader share of your market with email. A larger database allows you to segment and target communications to be sure you're always sending the most relevant messages. It's also a reliable data source for testing new approaches and understanding what your customers are thinking and doing.
However, size does...
In this guide, you won't find 10 easy tactics to grow your list 10% in a quarter. Instead, you’ll discover a winning strategy that relies on preparation, analysis and continuous improvement to create an effective and sustainable email acquisition program.
This strategy rests on six pillars of effective email acquisition. This guide explains why each pillar must be a part of your acquisition program and how they work together to drive long-term growth for your email program.
This is a must-read white paper for any marketer focused on email acquisition....