Building Your Email List for Higher ROI

Email marketing comprises a core activity for many firms who sell either online and offline products and services.  For a higher rate of return on investment in this channel, businesses need to increase the number of names on their in-​house list and ensure that these names represent quality leads. ExactTarget, in conjunction with researchers at Ball State University, recently studied this topic and the findings point to a need for marketers to use a deliberate and careful strategy to create the valuable in-​house list.783613_letras_plstico

Over 1/​3 of respondents in the study agreed that they actively manage list growth and in the past year, 1/​3 of the companies used multiple methods to collect data. Not surprisingly, businesses with large lists, more than 2.5 million names, used 5 or more strategies to gather names. Businesses with fewer than 1,000 names on their lists used between 1 and 4 tactics. Strategies ranged from onsite registration to forward ‑to-​a-​friend invitations to sweepstakes.

The survey revealed that the most successful email list building strategies are:

  • Onsite registration
  • Inbound call centers
  • In-​store point-​of-​sale registrations

Using these strategies will deliver your marketing message to consumers who have already had contact with your business and keep your costs lower while increasing sales. Read the complete study here.

[Source: 2009 Email List Growth Study, ExactTarget]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.