Christopher Lester

If you're like me, you meet the start of each new year with some mixed feelings. True, the turn of the calendar brings new opportunities and 12 months'-worth of untapped potential. But as soon as we're done celebrating the conclusion of another busy holiday season, marketers have to face our next challenge: The New Year's Purge.

Launching an email automation solution takes some work. But it doesn't need to be complicated—and you probably already understand the process and its benefits better than you know. After all, most of us are already automating in our personal lives even if we don't realize it. Do you schedule your credit card bills for monthly auto pay, or sign up for regular prescription refills? Email automation applies that same principle to your marketing, at scale.

Marketing is a never-ending quest to connect with new prospects, new customers and new email subscribers. This makes a high-performing email contact list one of the most impactful tools in any marketing professional's arsenal, no matter what their core business. Unfortunately, the average email list churns by about 30 percent every year. To keep this pool of prospects fresh, marketers must employ a number of tactics to consistently cultivate a vibrant and vested subscriber base. To help, here are a few easy steps to help build your list—and boost your business.

Bad news, friends. Your subscribers spend less than three to four seconds deciding whether or not to open your email. And because at least 75 percent of folks first read email on their mobile devices, it's all too easy for them to swipe and delete without a second thought. The good news? Email marketers have another tool to grab subscribers' attention: preheader text.

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