Generating a net increase in the number of email addresses on your email list should be a vital component of every email marketing strategy. However, it is not easy, and it cannot happen overnight.
We all know that buying or renting a list is not an option. So, I'm not even going to cover that.
The List Growth Landscape
Approximately 30 percent of your list will churn this year, according to research from Return Path, FreshAddress, and other email service providers. In addition, 51 percent of marketers say they are seeing slow list growth this year.
5 Essential Components of List Growth
These factors can affect your list growth:
Remember, list growth is not just a numbers game. Having 1 million opted-in email addresses in your database doesn't give the full picture.
Half of those addresses could be considered inactive and are as good as opted out. Depending on your data history, you probably shouldn't be emailing to them.
3 Quick-Win Strategies for Email Acquisition
List growth strategies should be present in all components of your overarching email strategy. Here are three ways to drive email acquisition:
If you offer an incentive in your welcome program, be sure to advertise it on the quick sign-up form.
Growing an engaged email list is not easy and does not happen overnight. Focus on quality over quantity. Small improvements across all strategies will drive long-term list growth.
This column was originally published on March 31, 2011 on ClickZ.
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Matt Hayes is the director of services strategy at Lyris. With experience in the e-mail industry both in the U.S. and in the U.K., Matt has deep knowledge and experience working with clients in the strategy and development of welcome programs, lifecycle campaigns, list retention and growth, Web behavior segmentation, and e-mail design. Matt started his e-mail career at a U.K. agency that became Lyris UK and was instrumental in managing e-mail marketing campaigns for some of the biggest brands in the U.K. Matt's background is specialized in high-end fashion retail where he set up revenue-driving campaigns. In 2009, Matt moved to San Francisco to manage a team of campaign specialists and drove e-mail marketing strategy for clients in the U.S.
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