E-mail list growth is a top priority for many marketers this year, according to a new white paper from ExactTarget, a provider of e-mail marketing solutions. The report, “2009 Email List Growth Study” (www.exacttarget/listgrowth), found that 38% of marketers put list growth ahead of other marketing goals such as deliverability, integration with other channels and lowering marketing costs. (This study had 351 email and online marketers complete an online survey over a two-week period between Feb. 18 and March 3.)

The report also found that larger list owners are more likely to be experienced marketers, in both b-to-b and b-to-c segments. These larger list owners look to diversify their lists using multiple growth tactics, track the sources of such growth and evaluate their list sources frequently. The tactics they use range from nonincented site registration—the most popular method—to incented site registration, to collecting e-mails in the call center.