How to Develop an E-Mail Marketing List

By Dave Ford

E-mail marketing is a godsend for the small business owner. An effective, targeted e-mail-marketing campaign can drive traffic to your site, put your name in front of qualified prospects, and turn leads into sales for much less than a traditional direct-marketing campaign.

The question is how do you develop your e-mail list? You have a few options: You can create your own list, buy a list, or both.

Do It Yourself: Many businesses build their own lists by harvesting the names and e-mail 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 e-mail address if they want to receive related mailings. You must be careful to protect the names once you collect them. Do not 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 include each new customer on future mailings and promotions. It is important, however, to obtain the permission of each and every person. It’s basic business marketing and it works.

Go with the Pros: You can rent e-mail lists just as you would a direct-marketing list, and they can be targeted by the industry and/or topic. Companies that provide direct-mail lists will even handle the details of the mailing — for a fee.

When going with the pros make sure that the rented lists 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. They typically contain names of people who have not agreed to receive unsolicited e-mail. By all means provide the option to opt out of the subscription.

Be aware that if your ISP receives complaints about your e-mailing practices, they could shut down your account. Many ISP have rules against spam and if your email marketing is considered spamming your account will be closed. So choose your lists very carefully. It is always best to air on the side of caution.

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