Email List Growth and Address Acquisition

Chapter 2 of List Quality and Deliverability in Email Marketing

Growing an email subscriber list is a process that, if done right, can pay dividends in the long term by delivery high-quality subscribers. This chapter looks how to optimise the growth of its email list.

By Kath Pay

15 minute read

While ‘fast’ email list growth may be seen as deirable, slower growth is recognised among experienced marketers as being better for businesses, by delivering higher-quality subscribers. This chapter looks at the factors around list growth and email address acquisition. It covers:

Permission-first approach: A universally agreed-upon best practice, how does this approach work, and what are the different permission levels?
Optimising opt-ins: How can marketers prime their email sign-up process to be more attractive to potential subscribers?
Customer profiles: What are the different levels of customer information, and what approaches should be taken when it comes to collecting each type?