List Growth: Five Must Dos

November 24, 2008
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The number and quality of names on your email list matters – and since you can’t buy quality names the investment has to be made in time. eMarketers must constantly focus on adding new names, interacting often and keeping information current for recipients because with each campaign more names drop off due to churn, unsubscribes etc.

To add to our Service In Action call from Friday, here are a few tips to help with your List Growth efforts:
1) Ask


The number and quality of names on your email list matters – and since you can’t buy quality names the investment has to be made in time. eMarketers must constantly focus on adding new names, interacting often and keeping information current for recipients because with each campaign more names drop off due to churn, unsubscribes etc.

To add to our Service In Action call from Friday, here are a few tips to help with your List Growth efforts:
1) Ask – Ask often, be clear and concise; articulate the benefits of your email program in a few quick words to help convince the prospect. This should be done consistently across all channels.

2) Offer Incentives – Determine a fit for having your customers join your email program; for instance, a financial institution could offer customers cash to switch to paperless statements. The cost savings of paperless statements can be shared with the recipient. Don’t forget about incentivizing your team for helping you collect email IDs.

3) Seek Referrals – Ask your customers, your prospects and your team to share the value of your email program with as many new people as possible. Welcome these new additions through special bonding streams to make them feel connected.

4) Leverage other Media – The email channel is legitimate and here to stay, make people realize the importance of the channel by promoting the channel online, in print etc. Then use email as your medium for introducing other online efforts, like social media expansions.

5) Listen to Friday’s SIA Call – Like all SIA calls, Friday’s is captured as a podcast on the Service In Action site, listen in for more about Customer Acquisition strategies. While you’re there, register to receive an invitation to our December 12th call.
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