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List growth is a priority for email marketers and for good reason. Acquiring new subscribers enables you to build and retain your list's integrity while ensuring stable business growth over time. But, growing your list without an eye toward good deliverability can relegate your messages to the bulk folder, putting your existing customer relationships in jeopardy. New email addresses that bounce or cause your complaint rates to rise can prove to be more damaging than good. Here are some ways to maintain solid deliverability while growing your list.

- Communicate your program's value at the time of opt-in: Be specific in describing the benefits of joining your program and give examples of the types of offers a recipient can expect to get from you. This will give users an incentive to join and it establishes a pattern of audience engagement.