RAAK_Blog-Header_3 steps to re-grow your database after GDPR

Analyzed: email marketing list growth

One of the quickest ways to building a broader reach is working on list growth. But despite the fact that many brands have list growth high on their agenda, the vast majority has a neutral list size or a slow positive growth. So what are the pitfalls in email list growth? And which tactics can you use to effectively grow your reach?

It's best to start off by getting these 2 metrics right: understand the difference between email list growth rate and new subscriber rate.

New subscriber rate is the amount of new addresses in your email list. Email list growth is your new contacts minus the unsubscribes and hard bounces (in some calculations inactive subscribers are also taken into account, but for now we'll work with the 2 above). So if you have a weekly new subscriber rate of 200 contacts, but a churn rate of 250 (e.g. 150 on unsubscribes and 100 on hard bounces) you have a negative list growth.

So how can you effectively grow your list? MarketingSherpa investigated which tactics are used frequently and which are most efficient. The number one tactic is registering after purchase. That's why embedding and optimizing your registration flow at this point in the customer's lifecycle is crucial.

Website registration and on/offline events complete the top 4. Roughly put, these are interaction based sign-up forms. When they interact with your website, with you in person or via an online event, the threshold to signing up appears to be the lowest.

The other registration tactics such as PPC advertising, social sharing,... are pushed email subscribe forms. While these do have some effectiveness, they are not the main drivers. The goal is still to convert to an email subscribe whilst your contact is in some way interacting with your brand.

Conclusion

It's better to focus on email list growth rather than new subscribers rates. Are you struggling with your sign-up pages? Try and optimize them using the contact points above.

Looking for more tips on qualitative data, just following this link.

Looking for alternative ways to grow your database?

Posted on
Feb 6, 2014
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