Email Marketers Say List Turnover Is Their Biggest Challenge

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Concerns over list growth aren’t necessarily
new, but it’s interesting that it’s become a top concern for email
marketers,” said Elaine OGorman, 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.

Yet while marketers work diligently to add new names to the list, others
drop off or become inactive. List attrition for BtoB marketers averages
2.1 percent a month, according to MarketingSherpa’s “Email Marketing
Benchmark Guide 2007.” The report indicates BtoC marketers lose, on
average, 2.9 percent of their email addresses each month.