Bit Briefs

The 2009 Email List Growth Study whitepaper by ExactTarget, in collaboration with the Email Marketers Club, and the Center for Media Design at Ball State University, addresses an ROI-producing email list growth strategy at the top of most email marketer’s list of primary concerns. The compilation finds that capturing e-mail addresses when consumers are highly engaged was found to be the quickest and most productive way to grow the files. Those points of contact include point of sale, consumers shopping online, and in-store via text messaging. These methods rated as much as 60% higher over such offline tactics, including mass advertising and list rentals.

Other top findings reported in the whitepaper include:

The best performer for capturing e-mail addresses: Onsite registration followed by inbound call centers, point-of-sale and through social sharing

B-to-B marketers showed better results capturing the address with incentivized registration, while B-to-C marketers find non-incentivized subscriptions most effective

Mobile phones are the up-and-comer when it comes to capturing, or allowing customers to subscribe to e-mails. This method is expected to increase faster this year than any other list growth tactic… more than 500%

Enabling subscribers to share e-mail content with their social networks is expected to increase more than 348% in 2009 Read more at www.mediapost.com