Keen Insights into Growing Your Email List

I was interested recently to see some very interesting data confirming that  valuable content was the strongest driver of email, list growth.

Marketing Sherpa this week listed in their always interesting chart of the week the results from a 

recent study that went to 161 participants and asked what the most effective tactics had been for capturing emails as part of building a quality list.

Perhaps not that surprising was that the most impactful tactic listed, with almost 3 in 10 respondents selecting 'White Paper or Other Premium Content'. As well the second most favored response was 'Webinar' which is essentially another methodology for delivering (wait for it) quality content.

I intimated earlier this is of no real surprise to anyone, because with all the issues that businesses continue to face today with tough markets where they be: economic, political. cultural or technological, the bottom line is that they mostly all need information, answers and simple pure insight into how to address their problems, issues and ongoing challenges.

For this reason again it is completely predictable that in the same data we find that providing quality content was even more effective for B2B and B2G marketers, with 43% believing that white papers or premium content were the most effective tactic to register new email subscribers.

Although not as powerful a driver as content, incentive based offers such as sweepstakes, discount coupons and gift cards also had some success in achieving the goal of email list building.

Ultimately most businesses will experiment with the range of options they offer over time, and hopefully through a combination of quality content and other possible enticements, the business will be able to grow a formidable email list.

And until next time, good luck and good marketing.

Regards,
Daniele.