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Developing Email-Marketing Lists
From AllBusiness.com
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Email marketing is a godsend for small business owners. An effective, targeted email-marketing
campaign can drive traffic to your site, get your name in front of qualified prospects and turn
leads into sales for much less than what you'd spend on a traditional direct-marketing campaign.
But how do you develop your email list? You have a few options: create your own list, buy a list or both.
Do It Yourself
Many businesses build their own lists by harvesting the names and email addresses of visitors
to their Web sites and their stores. This is probably the most effective way to assemble lists
of qualified prospects.
Ask visitors to your site to check a box and enter their name and email address if they want
to receive related mailings. And be careful to protect the names once you collect them. Dont
sell or distribute them for others to use (or misuse) unless you give fair notice on your Web site.
Build a list of your current customers, and add to that list with each new sale. Get the permission
of each and every customer, and include them on future mailings and promotions. Its basic
business marketing, and it works.
Go with the Pros
You can rent email lists (just as you would a direct-marketing list), and they can be targeted
based on the industry and topic. Companies that provide direct-mail lists will even handle
the details of the mailing for a fee.
Make sure that the lists you rent contain only names of people who have agreed to receive targeted
mailings. Ask the companies offering the lists how they acquired the names and addresses. Under
no circumstances should you use bulk lists, often sold on CD-ROMs. They typically contain names
of people who have not agreed to receive unsolicited email. Be aware that if your ISP receives
complaints about your company's emailing practices, they could shut down your account.
*AllBusiness.com provides
resources to help small and growing businesses start, market, manage and expand their business.
The site has Forms & Agreements, Business Guides, a Platinum Program and Business Directories
along with an extensive library of Articles and Advice to help with all of the activities associated
with starting and running a business. Copyright © 1999 - 2005 AllBusiness.com, Inc., All Rights Reserved.
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