Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program, 4th Edition

4Customer and Subscriber Acquisition

 

It all begins with The List. The possession of a large database of loyal customers and qualified prospects is the foundation upon which successful e-mail programs are built. All elements of sophisticated e-mail marketing—segmentation, personalization, dynamic content, lifestyle marketing and more—depend upon the quantity and quality of the e-mail list. But adding addresses to the company’s database continues to be difficult. More than half of all marketers rank the task of developing a qualified e-mail list as their top challenge. E-mail marketers are eager to learn how others are adding to their lists, which tactics work and which are more effort than they’re worth.

—SILVERPOP’S LIST GROWTH SURVEY

 

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