Email List Growth Remains a Marketing Priority despite Challenges

A recently released Ascend2 report has found that 67 percent of companies consider email list growth to be “very important” to the success of their marketing program, however,  approximately 30 percent claim that their email marketing efforts have been relatively unsuccessful.

Ascend2 (1)

The data shows that nearly 44 percent of respondents said that content relevance and value are their most challenging obstacles when it comes to email list growth. About 43 percent of people said that list growth expertise was their primary issue, while 40 percent claimed email list accuracy was the main problem.

That being said, 61 percent of respondents said that their email list is currently growing slowly. This is compared to 16 percent who said it isn’t changing at all, and approximately 6 percent of people who said that their list is slowly shrinking.

The researchers of the report found that requiring registration to gain access to restricted areas of a website was the most effective way to drive email list growth.

The Consistent Rewards of B2B Email Marketing

Regardless of the challenges, survey data released by Chief Marketer in 2014 showed that email marketing is still valued by B2B marketers. Approximately 87 percent of people said that they continue to use email to generate leads, and 65 percent claim that email is a critical part of their marketing strategy.

Cost continues to be a primary reason for the use of email marketing with 70 percent of respondents stating that they use it because of its affordability. About 58 percent of people claim that they use email because of the ability to track responses.

In any case, email continues to be viewed as an extremely effective form of marketing on its own. The “Digital Marketing Strategy Survey” data released by Ascend2 in 2014 showed that 54 percent of marketers find email to be their most effective digital tool.

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Rebecca Johnston-Gilbert' — Rebecca Johnston-Gilbert, Marketing, Postman

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