Welcome to Do This, Not That, the podcast for marketers.

You'll walk away from each episode with actionable tips you can test immediately.

You'll hear from the best minds in marketing who will share

tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos

that is our every day. I'm Jay Schwettleson. Let's do this, not that.

Welcome back to Do this, not that.

So I got a question for you.

How many people have you added to your database today?

I bet you don't know the answer.

And you know why that's a problem is that did you know that on an annual basis,

the attrition rate for your database,

your email database, is at least 20%. That means 20% each year of your database is going to

disappear. The email address is going to be dead, not deliverable, unsubscribed, gone. HubSpot

actually says it's 22% annually and get response campaign monitors,

say for both business and consumer databases, it's at least 25%. So what we're going to talk

about today is what are we going to do to grow our database every single day, have always on

programs growing our database. Because if we're not growing our databases

while we're sleeping every single day, then our databases are shrinking every day. And then

we're going to go out of business. And we don't want to do that. I mean, literally, on a monthly

basis, you are losing two to three percent of your database. So each day we need to be doing something. You need an

always on program. And the thing that always makes me laugh is, as marketers, what do we have?

We have always on programs, our marketing automation streams, our drip streams, we're firing off

...