Email marketing is as powerful today as it has ever been, and the value of a highly-subscribed list with strong opening rates and click-throughs should not be underestimated.
Growing such a list, however, is problematic – it’s easy to sacrifice quantity for quality (accidentally or otherwise). But what are the biggest challenges facing marketers looking to boost signups?
A January 2015 survey by Ascend2 found that content relevance and value was the number one obstacle to email list growth, cited by 44 percent of respondents.
List growth expertise (43 percent) finished second, ahead of email list hygiene/accuracy (40 percent), strategy effectiveness (39 percent) and externally sourced list quality (23 percent).
Converting a social audience into email subscribers was mentioned by almost one in five marketers.
(Source: eMarketer. Email image via Shutterstock.)