If you have heard me speak over the past few months, I have been talking about the need to determine the value of your email addresses. In a Relevancy Group Executive survey of 402 of email marketing executives just 32% stated that theyknow the value of their email marketing email adddress.
In my book “Email Marketing An Hour A Day” included some suggestions on how to value your email addresses, in fact we offered a spreadsheet to get you started. Developed with input from the DMA’s Email Experience Council this Excel spreadsheet offers an approach for retention lists and acquisition.
Knowing your email address value is very important as it is currency within your organization to gain more budget dollars and is important tool that can be used in targeting your subscribers.