Various sources agree that the average contact database churns at a rate of 25-30% per year (Sources: Lyris , Constant Contact , MediaPost , MarketingProfs ). Marketers spend so much time slicing, segmenting, targeting, massaging, and emailing leads that some neglect to take the steps needed to generate net new leads at the top of their funnel ... and only realize too late that they've loved their list into oblivion.

Email Churn Shrinks Your List!

Although inbound marketing embraces event- and behavior-driven nurturing, there is a strong emphasis on engaging prospects early and often to grow your contact and lead database organically so you aren't sitting on a virtually non-existent list after just a few years.

So what can you do to ensure your marketing database flourishes !?

4 Ways to Keep Your Marketing Database Fresh

  1. Attract net new leads to the top of your funnel with stellar content , SEO, and social engagement.
  2. Earn your audience's trust and the right to request various forms of contact info, including social profiles, email addresses, and mobile phone numbers to form a complete profile that might still exist after your contact changes jobs.
  3. Employ the basics of list hygiene including periodic re-engagement campaigns and data scrubbing to ensure you're only interacting with people who WANT your information and communications.
  4. Communicate with respect and humanity. (i.e. Don't send your contacts information they don't want.) Also, use behavioral analytics to get the right info to the right contact at the time of need.

What are you doing to bring in new leads faster than their career progressions? How do you re-engage contacts with content and offers they crave to keep your audience in love with you?

Originally published Aug 1, 2011 3:05:00 PM, updated October 20 2016


Lead Nurturing Email Marketing