Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Dec 01, 2009

New Chart: Opt-In Email Lists Still Growing, Slowly but Surely

SUMMARY: This past year was particularly challenging for email marketers attempting to grow their lists. Yet, the trend indicates that marketers tasked with this difficult situation have achieved surprisingly positive results.
The general trend of people opting-in to email lists

View Chart Online
Click here to see larger, printable version of this chart

Opt-in lists continue to grow for two-thirds of all email marketers, which includes 11% who describe their list as "growing quickly." This is great news considering the complaints email users have expressed about the volume of email they receive. Even more surprising is that a mere 3% of organizations report negative growth or subscriber attrition.

Email received for business purposes is less likely to cause recipients to opt out, making B2B list size more stable. While the majority of B2B and B2C lists are growing slowly, lists intended for consumer marketing are more than six times as likely to experience accelerated growth.

This past year was particularly challenging for business-to-business email marketers, as seismic movements in the economy resulted in job shifts and losses at almost every company. This meant a sharp increase in lost email addresses, and explains the marked difference in trends for B2B. While nearly 20% of B2C mailers report that their list growth is "Very positive," the number for B2B mailers is only 3%, with the missing 17% found in the "Neutral" category.

Digging deeper, we find that email lists that changed in size during the first half of 2009 grew by an average of nearly 20%. The lists that decreased in size during that period did so by half that rate. In short -- the smaller the organization, the bigger the average rate of increase in list size. Email lists managed by large organizations that decreased in size did so at nearly twice the rate of smaller businesses.
See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.