Email List Strategy


Email is by far the most prolific business-to-consumer marketing channel. But a successful email program requires a high quality list of engaged subscribers. Consequently, an email list strategy plays an important role in overall marketing performance.

But what are the most significant barriers to the success of an email list strategy, and how are marketers overcoming them? To find out, Return Path, in partnership with Ascend2, fielded the Email List Strategy Survey and completed interviews with 245 marketing influencers from 69 companies, primarily conducting business in the B2C space.

In this report, Email List Strategy, we share the opinions of these marketers on topics including:

  • The importance of quality data
  • How email list quality and size are changing
  • Tactics used to achieve success
  • Barriers to list strategy success
  • And more!
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