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As 2010 unfolds, I'm seeing more marketers shift attention to list growth. This is a good step, because a strong, growing mailing list is the heart of your email-marketing program. But, acquisition programs can come with a caution.
Too often, when marketers start focusing on growth, they're not asking, "How can I polish up my acquisition practices so my list attracts more qualified, engaged subscribers?" They're really saying, "How can I grow my list 50 percent this year?"
That second focus can lead to tactics like one retailer's recent email, which greeted prospective customers with this message: "Check it out! We think you'll have a lot in common, so we added you to (our) email list." This practice is so wrong!
You don't build a good mailing list by...
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