Figuring out how much information you need is the first step. The next step is figuring out the most effective ways to get that information.
According to MarketingSherpa's 2011 Email Marketing Benchmark Report , the effectiveness of email list growth tactics break down according to channel sales (B2B & B2C) and marketing processes.B2B marketers rate registration for downloads as their #1 most effective tactic for email marketing list growth, while B2C marketers rate registration during a purchase their #1 tactic.
B2B companies find webinars and registration downloads as the most effective means of walking a prospect through the oftentimes lengthy B2B sales cycle. Into the funnel, and out a customer some three, six, nine months later.
One thing I find most interesting about this chart is how B2C favors adding social sharing buttons in their email messaging, while B2B does not. I think that this stance will change dramatically during 2011. Not only will many more B2C companies use this tactic, but as B2B companies become more comfortable and familiar with social media, they will leverage social media sharing to increase their email lists.
The other thing I find of interest in this chart is how so many of these tactics are inbound marketing tactics.
How does email fit into your Inbound Marketing program?