News
 The
Hottest List Growth Tactics in the U.S. and U.K.
What are some hot list growth tactics that
successful email marketers employ? A new study by
email service provider Silverpop gives us the scoop
at what’s hot in the U.S. and in Europe.
List growth tactics rated very successful by email
marketers in the U.S. and Canada include:
1. Offline advertising/direct marketing
2. Tradeshows
3. Online marketing/search
4. Call centers
The top list growth tactics rated hot by email
marketers in the U.K. and in Europe include:
1. Online marketing/search
2. Tradeshows
3. In-store/point of sale/purchase process
4. Viral marketing
The study notes that it’s important to see what list
tactics work in one country and what doesn’t work in
another country because it helps marketers improve
the way they reach global audiences. One-third of
U.S./Canadian companies place opt-in requests on
every page, the study reveals.
Still, U.S./Canadian marketers don’t rely solely on
online channels to beef up their email lists. The
study also reveals that U.S./Canadian marketers do
make greater use of offline advertising and direct
mail to grow email lists, a tactic that should be
more strongly considered by U.K/Europe marketers.
Elaine O’Gorman, vice president of strategy for
Silverpop, recommends that marketers follow these
best practices to help encourage Web visitors to
register for emails:
• Add opt-in requests to all pages on your website
• Simplify registration forms
• Provide a link to your privacy policy
• Show examples of emails the recipient is likely to
receive
• Add a preference center to allow users to register
for the content they want at the frequency they
prefer
Gorman suggests that direct mail pieces should carry
the company’s Web address and include an incentive
to log on and sign up for emails.
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Melissa Data
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