Email remains one of the most important tools for effective e-commerce and digital marketing professionals. But, if you don't have a strong list, you have no one to market to. This presentation, offered as part of a recent Internet marketing and e-commerce training session, looked at best practices for growing your email list to drive increased sales and revenues.

1. Email Marketing:
Keys to List Growth
Tim Peter & Associates

2. Your email list represents the most critical component of your email
marketing program
Source: Acxiom

3. Email and personalization go hand-in-hand
• According to data and lead generation
firm Madison Logic,
– “…users are 22% more likely to open an
email if they are addressed by their first
name.”
• Fully 72% of customers check email on
mobile, according to eMarketer

4. Churn rate and list fatigue demand continual list building activities
• Churn rate:
– The percentage of subscribers who no
longer receive your email (opt-out,
change email addresses, claim spam,
etc.). Churn rate typically averages 30%
per year
• List fatigue:
– The number of subscribers who don’t
open, click through, or convert (bacon)
Year
Net Subscribers by Average
Churn
2014 10,000
2015 7,000
2016 4,900
2017 3,430
Source: David Daniels, “The Social Inbox,” The Relevancy Group

5. Why?
Without a list, you have no
one to market to

6. Where do customers provide email addresses? At check-out

7. Where do customers provide email addresses? Dedicated
opt-in

8. Where do customers provide email addresses? At site entry

9. Other sources of email collection
• Post check-out (in receipt/thank you email)
• Mobile apps
• Gated content/log-in
• Co-registration
• Email to a friend
• Social opt-in
• Retail/sales/call center request
• Offline events
• BRC’s in print or in-person

10. What helps customers provide email?
• Value
– Premium/exclusive
content
– Loyalty rewards
– Value-add offers
– Discounts… but don’t
start here!
• Safety
– What do you do with
your list?

11. Questions?
Web: timpeter.com
Phone: 201-305-0055
Email: tim@timpeter.com
Twitter: twitter.com/tcpeter