Email marketers feel like they’re taking two steps forward and one step back when it comes to growing address lists, according to a recent JupiterResearch survey commissioned by a premier email service provider Silverpop.
Based in this online survey conducted last June, nearly four out of 10 email marketers (39 percent) said list turnover is their biggest challenge. The survey titled 2006 Email List Growth Survey polled 300 email marketers about their challenges and the assistance they seek from email service providers. It repeated a similar survey conducted last year, when marketers said the ability to analyze campaigns results was their most difficult challenge.
“Concerns over list growth aren’t necessarily new, but it’s interesting that it’s become a top concern for email marketers,” said Elaine O’Gorman, vice president of strategy for Silverpop. “Growing a strong database of customers and prospects is obviously the core part of any strong email marketing program. All elements of sophisticated email marketing – segmentation, personalization, dynamic content, lifestyle marketing and more – depend upon the quantity and quality of the email list.â€
Originally posted on July 27, 2007 @ 8:59 am