The average email list churns by about 30% annually. So unless you are growing your list by 30% annually, your list is likely shrinking. Sorry, not exactly good news.
If your email marketing strategy is important to your business, what new things are you trying to make sure your list is growing?
Example from the trenches
I noticed in doing some marketing analysis for a client in late 2015 that their list growth had slowed. We also uncovered that when closing sales, clients shared they would often receive emails for years before they finally pulling the trigger on the long-term and high-cost program my client provides.
It put the fire under my marketing butt. I saw that if I did not reverse this trend, the impact would be felt in a few years. There was also an opportunity to attempt to shorten the sales cycle.
Here is what I did
In 2016, I used a significant portion of my client’s advertising budget to grow their email list. I created a free resource and developed a six-part automated series to feed these new contacts. I took the best campaigns I had produced in the past to develop this series, weaving them together to make a compelling case.
The results so far
List growth has doubled, and anecdotal evidence indicates that we are shortening the sales cycle. The best evidence is that sales are ahead of projections. At the end of the year, I intent to analyze data to see what percentage of new sales came through the automated series.
It makes sense – more prospects means more customers, but list growth sometimes gets lost in the shuffle. Don’t neglect activities to keep your list growing.
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