5 KEYS TO LIST
GROWTH:Building A Healthy Email Database

• Questions?
• Stay Connected:
• @bluehornetemail
• @freshaddress
• #listgrowth
• Presentation Assets

• Developed by BlueHornet with assistance
from Ascend2
• Administered the Email List Growth Survey
• B2C focused report, Consumer Email List
Management

• Enterprise-Scale Email
Marketing Solutions
• Award-Winning Services
• Email Database Services
Company
• Helps build, clean, and update
email lists

Katherine Boyarsky
Marketing Associate
Emily Strasburg
Email Marketing Manager

• The second most important objective for
email marketing strategy
• 95% say their email list growth is a
measure of success for marketing
programs
• 74% say their email lists is growing slowly
or not changing at all
- BLUEHORNET & ASCEND2, EMAIL LIST GROWTH SURVEY

• Maximize growth while maintaining
data quality
• Overcome common list growth
challenges
• Identify opportunities for growth and
optimization
• Measure strategy effectiveness
HOW TO

Key 1: List Hygiene
Title Slide

“Bad email address are typed
2 - 20% of the time”
- FRESHADDRESS, BLOG
ACQUISITION
Your email list will actually decrease
30% annually due to subscribers
changing their email address alone.
2.5% PER MONTH!
- FRESHADDRESS, BLOG

• Respond to inactivity
• Cost to re-engage vs. acquire
SEGMENTATION

CONCLUSIONS
Short Term
• Identify pain points
Long Term
• Validation
• Re-engagement

The average consumer has over
5 email addresses
- BLUEHORNET, 2014 CONSUMER VIEWS
OF EMAIL MARKETING REPORT
VALUE AT ACQUISITION

OPT-IN EXPERIENCE

BUILDING RELATIONSHIP

SUBSCRIBER FEEDBACK

Short Term
• Provide a compelling opt-in
experience
Long Term
• Drive engagement through
relevance to reduce attrition
CONCLUSIONS

65% of B2C companies require
2 - 4 fields for list growth efforts
- BLUEHORNET & ASCEND2, EMAIL LIST
GROWTH SURVEY
DESIGN & PLACEMENT

MOBILE EXPERIENCE

Short Term
• Optimize design and
placement
Long Term
• Test various strategies for
optimization
CONCLUSIONS

Short Term
• Direct opt-in campaign
Long Term
• Expand reach through
brand loyalty
• Leverage data for targeting
CONCLUSIONS

Short Term
• Understand growth rate
Long Term
• Acquisition analysis
• Subscriber Lifespan analysis
CONCLUSIONS

• List Hygiene
• Content, Relevance & Value
• Streamlining Website Opt-in
• Social Sharing
• Diagnosis & Optimization

• Maximize growth while maintaining
quality
• Capitalize short term, then long term
list growth objectives
• Identify opportunities for optimization
• Measure the success of your efforts
USE FIVE KEYS TO

Questions
bluehornetcommuncations@bluehornet.com
marketing@freshaddress.com

http://resources.bluehornet.com/list
CONSUMER EMAIL LIST
MANAGEMENT REPORT

Thank You!