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?