Email Marketers Grow Their Optin Lists in 2009
By Anna Johnson on December 13th, 2009Research by MarketingSherpa indicates that two-thirds of all email marketers grew their optin email lists in 2009, while only 3 percent of organizations experienced negative growth or subscriber attrition.
MarketingSherpa found that business-to-business (B2B) email marketers faced significant challenges during the year. Although B2B lists tend to be more stable than business-to-consumer (B2C) lists (which are more than six times likely to experience faster growth), job shifts and job losses led to a dramatic increase in lost email addresses among B2B lists.
While 20 percent of B2C email marketers experienced ‘very positive’ list growth, only 3 percent of B2B email marketers said the same.
Nevertheless, MarketingSherpa says email lists that changed in size during the first half of 2009 grew by an average of nearly 20 percent, while among those that decreased in the same period only declined by 10 percent.
Interestingly, the smaller the organization, the better their list building results. Smaller organizations experienced the biggest increases in their lists, while larger organizations whose lists decreased, did so at nearly twice the rate of smaller businesses.
