Type in ‘the importance of an email list’ and find the The CFO email list many reasons, from scores of other sources, as to why an email list is vital for growing an audience. Attaining a hefty customer database is the foundation for a successful business model – but how and where you get these email addresses from is the aspect which should be focused on.
There are some marketers who blast emails to large databases which they scrape from all over the web. While others also use multiple sources to build their database, but they make use of opt-in website messages, social channels and a variety of offline mediums.
The latter may take longer but it will result in a healthier database of email addresses which are bound to grow exponentially over time, as opposed to a list of customers hitting the ‘spam’ button or searching for ways to opt-out.
Don’t make ‘big email list’ your top priority
Most CEO’s and CFO’s are impressed by scale, so it can be fairly difficult to argue that a smaller, more engaged customer list is better than a larger one made up of inactive – or often, frustrated – recipients. Try to stress the point that, a large email list doesn’t necessarily ensure ROI.
In the same breath, a large email list shouldn’t be associated with low-quality. A list with thousands of addresses, inevitably, has a more extensive reach and the scope for supporting meaningful list segmentation. What marketers have to ensure, however, is that this list is comprised of active subscribers that have chosen to receive information that you want to send them.
So, what’s the bottom line? A large email list is preferable. But a large email list that is healthy is even better.
Factors that affect customer email list size
As with all marketing models, email has many of variables that should be taken into consideration. Here are a few questions to ask yourself before you lay down unrealistic expectations: