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...