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List turnover has climbed to the top of email marketers’ list of problems, according to a new survey.

Almost four out of 10 practitioners (39%) cited list turnover as their biggest difficulty in the poll, conducted by JupiterResearch.

It asked 300 email marketers about their challenges and the assistance they seek from ESPs.

Elaine O’Gorman, vice president of strategy for Silverpop, which commissioned the survey, said:

“Concerns over list growth aren't necessarily new, but it's interesting that it's become a top concern for email marketers.

“Growing a strong database of customers and prospects is obviously the core part of any strong email marketing programme. All elements of sophisticated email marketing – segmentation, personalisation, dynamic content, lifestyle marketing and more – depend upon the quantity and quality of the email list.”

In a similar survey conducted last year, marketers cited analysis of campaign results as their main challenge.

But just one in four said that was difficult in the new poll, compared to 32% in 2006.

The study also found a level of disagreement among email marketers about the best tactics to employ for list building.

Twenty four percent of respondents said they planned to implement a viral marketing campaign in the next 12 months, but only one in ten said they were very successful.

Fifteen percent planned to start appending email addresses to their customer lists, but only 4% of those who had tried this tactic rated it successful.

O’Gorman said:

“It’s generally wise to proceed cautiously with both viral marketing and email appends. The FTC has guidelines to follow when implementing a viral email campaign, and the quality of email appends can vary widely depending on the company providing the names and the availability of addresses for the target audiences you're trying to reach."

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Published 31 August, 2007 by Richard Maven

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