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!