LIst Growth Strategies
- Gain new subscribers through layered site opportunities, checkout store and online, contest (brand & co-branded), lead gen, store events, cross-channel opt-in
- Maintain subscribers through personalized, engaging & relevant content, optimal frequency by subscriber, opt-down option, preference center
- Focus on customer brand engagement – not silo’d by channel
- Build and grow licensee marketing program (started in 2018 and grew to 10 by 2021 – various levels of support)
Exponential Database Growth
When I started with Ashley the database size measured in the 100k’s. I was presented with a goal to more than double it by the end of the year, which I did. It doubled again the following year and the goal was to more than double again the next year. The list has continued to grow at an exceedingly high rate to this day. I accomplished each of these goals by looking at the big picture and looking under every boulder, rock, stone, pebble and grain of sand for every opportunity. I identified gaps in data collection as well as breaks in processes. I also collaborated with cross-functional teams and brand partners to identify optimal lead sources and ideate new ways to gain contacts. Today, over 7 years later, the database size is 7,750% of our original list. Along the way I applied equal effort to not only grow, but to maintain optimum list health.