Gartner Research

Back to Basics: Take Three Steps to Optimize Your Email Marketing List

Published: 23 November 2016

ID: G00316177

Analyst(s): Noah Elkin


Successful email marketing starts with the basics: building a sizable, healthy list; segmenting your users; and regularly conducting list hygiene. Marketing leaders should use the following three-step optimization process to ensure that they're building and using their lists most effectively.

Table Of Contents
  • Key Challenges



  • Build Your List
    • Leverage Digital Channels
    • Gather Email Addresses In-Store
  • Segment Your List
    • Factor in Multiple Data Sources
    • Take Preferences Into Account
    • Don't Collect Information You Won't Use
  • Maintain List Hygiene

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