Using Lists in Your Email Marketing Program


Most people respond well to lists, we make task lists, grocery lists, packing lists, guest lists, and more. They organize information for us. In fact, we like lists so much, we make our own ultimate list for life: the Bucket List. I wouldn’t be surprised to learn that list making is just part of human nature. Nor would I be surprised to find out you already made at least one list today. Read more

The Email List Building Nemesis: Churn Rate


There’s a sinkhole in your list building efforts. Nobody talks about it much, but it is definitely there. It’s called “list churn”, “attrition” or “churn rate”. List churn eats up about 25-30% of the average email list every year. Your list growth efforts have to outpace your list’s churn rate. If they don’t, no matter how much list building you do, your email list will stay the same size. It might even get a bit smaller.  Read more