A new survey reveals that marketers’ emailing lists are growing at a steady rate.

The MarketingSherpa report found that two-thirds of marketers say their opt-in lists are expanding, with one in ten saying their emailing lists are “growing quickly”.

Email lists that changed in size during the first half of 2009 were found to have grown by an average of almost 20 per cent, while lists that decreased in size during the same period contracted by just ten per cent.

The report attributed the stability of B2B list sizes to the fact that email received for business purposes is less likely to cause recipents to opt out.

While the majority of B2B mailing lists are growing relatively slowly, lists intended for consumer marketing are more than six times as likely to experience accelerated growth.

The report also noted that the economic downturn caused job shifts and losses at many companies, which resulted in a sharp increase in the loss of email address information.

Writing in DNA, MediaCom’s Sudarshan Rajan recently urged firms to exploit the benefits of CRM systems to organise their mailing lists more effectively.

Posted by Matthew Collins, Technical Director – IT Data Cleaning, Hygiene, Analytics, Databases
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