On-site registration and capturing information through call centers are the most effective email list-growth tactics for marketers, according to research by ExactTarget, Ball State University and the Email Marketers Club.
List rentals and outbound call-center attempts to solicit information are the least effective tactics, according to the email marketing research.
“Overall, the study found that the best way to grow email subscriber lists is to collect customers’ email addresses during times of high engagement and on occasions when the consumers’ perceive the marketer as adding value – at the point of sale, during online shopping and in-store via text messaging. These on-site list growth tactics rated as much as 60% higher than offline methods such as list rental and mass advertising.” (MarketingCharts)
Email subscription via text messaging is forecasted to grow by at least 500% in the next year, more than any other growth tactic, according to ExactTarget. They also predict that the practice of enabling subscribers to share email content with others in their social networks will increase almost 350% in 2009.
What are marketers’ top priorities for 2009?
- 51% wanted to improve conversations
- 41% will focus on improving email relevance
- 38% are concerned with growing email lists
- 5% list lowering costs as a top priority
The study also found a major rift in B2B vs. B2B email marketing. It turns out that B2B marketers are more successful in driving new subscriptions with ‘incentivized’ registration, while B2C marketers find more success with ‘non-incentivized’ subscriptions.
“The best performing list growth tactics are built on gathering subscriber data rather than hunting for it,’ said Morgan Stewart, ExactTarget’s director of research and strategy. “Whether you are a B2B or a B2C marketer, the best way to grow your subscriber list is to collect information during customer-initiated interactions.” (Marketing Charts)