According to our Consumer Email List Management Report, 95% of B2C companies say list growth is an important measure of success for their marketing programs. However, 74% find that their email lists are growing slowly or not at all. Join BlueHornet and FreshAddress as we take a deep dive into this report to bring you top email list growth challenges and 5 strategies for building a healthy database.

1. 5 KEYS TO LIST
GROWTH:Building A Healthy Email Database

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

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

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

5. Katherine Boyarsky
Marketing Associate
Emily Strasburg
Email Marketing Manager

6. • 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

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

8. Key 1: List Hygiene
Title Slide

10. “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

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

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

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

17. OPT-IN EXPERIENCE

18. BUILDING RELATIONSHIP

19. SUBSCRIBER FEEDBACK

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

24. 65% of B2C companies require
2 - 4 fields for list growth efforts
- BLUEHORNET & ASCEND2, EMAIL LIST
GROWTH SURVEY
DESIGN & PLACEMENT

25. MOBILE EXPERIENCE

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

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

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

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

39. • 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

40. Questions
bluehornetcommuncations@bluehornet.com
marketing@freshaddress.com

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

42. Thank You!