ClickZ is running an interesting article on optimizing e-mail list growth. The focus is on minimizing the abandon rate. We aren’t currently tracking this number, but I know it’s a lot higher on Direct Source than I’d like it to be.
Part of this is that we’re strongly inferring that registration is required prior to proving our value. I’m tempted to back out of that — I never really liked that approach. But, as soon as we started doing that the # of registrations shot way up. Only 15% of the ones who said, yeah it’s OK to send me stuff seem to be garbage addresses. I’d like that to be lower, but I would have expected it to be higher. I guess the real question is how many qualified leads are we turning away with this approach. That’s pretty hard to test — if anybody’s ever figured out how to test that, I’m all ears.
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