During Connections, I attended the breakout session Cross-Channel List Growth Strategies, featuring David Daniels, CEO and Co-Founder of The Relevancy Group and Simms Jenkins, CEO of BrightWave Marketing. During the session, Daniels and Jenkins affirmed three key understandings about using list growth to work toward a common goal:
1. Email is #1.
With 93% of Americans checking email at least once per day, email remains the most effective way to capture new subscribers. But what marketers forget (or ignore) is that almost 25% of their list is lost to attrition annually. Suddenly, the goal of growing an email subscriber list by 25% annually looks pretty despondent. Remember that acquisition goals should be lofty, and you must utilize multiple channels if you want to successfully draw new subscribers into your email program.
2. List growth is only part of the equation.
Many marketers use mobile ads or apps, paid search, social media, and a number of other channels to acquire new email subscribers. But even the most savvy cross-channel acquisition strategy can’t make up for a poor email program. Remember that people want something in exchange for providing you with their email address. Make sure the messages that you deliver live up to the hype that you communicate during acquisition.