How much is an email subscriber worth to you? The answser might change your perspective on how hard you try to grow your list. Try this quick calculation:

[Total sales from email in the last 12 months] / [Avg number of subscribers over the last 12 months] = [Avg annual value of a subscriber]

I recently ran this his calculation for a retailer, and we came up with $5 per subscriber. Just think of that, every time a visitor signs up for your list, that’s $5 in future sales. Knowing this, how aggressively do you promote your list?