THE LEARNING CURVE - Email Marketing: Building Your Mailing List
Email Marketing: Building Your Mailing List
By Penny Olorenshaw
recipient; don’t inundate put into it. So how do you go
your customers with about building such a list?
endless offers and never
send email to anyone who Start by looking at your current
hasn’t given permission for customers. If you don’t already
you to do so. have their email addresses, call
them or drop them a post card to
If you haven’t received ask if they’d like to join your
Penny
permission to send email to mailing list. If you already have
someone then you are their email address but you’ve
Olorenshaw
sending spam, pure and never contacted them, send
You’ve probably
simple. This even applies to them a personal email to remind
heard about email
groups or organizations to which them who you are and ask if
marketing in a business seminar
you belong; simply joining a they’d like to be added to your
or seen it mentioned in an article
group does not give you the right list. If you make sure to explain
about building your online
to send promotional bulk email the benefits of joining your list,
business, but what exactly is it
to everyone else in the group. you’ll likely get a positive
and how do you do it? In the
This sort of behavior could lead response. Yes, this will take
January issue of MBN Magazine,
to people removing their email some time, but you’ll end up with
I gave you an overview of how
addresses, thus hampering a clean list of people who want
email marketing can help your
legitimate electronic to hear from you.
business and some ways to get
communication. Moreover, if
started. This month, let’s look
recipients report your unwanted Every contact with a customer or
more deeply into getting
messages as spam, you run the potential customer should
permission to send email and
risk of being refused service by include an offer to be added to
how to start building your mailing
your Internet Service Provider. your list.
list.
That doesn’t seem worth it to
me, especially considering the Add a sign-up form to your
Email marketing is a great way to
low response you’re likely to get website, preferably on every
keep in touch with current clients
from such an unfocused page (you DO have a website,
and inform them of new products
approach. You certainly may right?). By including a brief
or services or provide timely
contact other members description of the benefits they’ll
reminders. It’s also a good
individually and ask if they’d like receive and by making it quick
method of building a relationship
to join your list. and easy to sign up, your visitors
with potential customers by
are more likely to add
giving them useful, trustworthy
It can take considerable effort to themselves to your list.
information, inviting them to
build an email list that gets
special events or making special
results but the ability to Add a line about your
offers that might convince them
communicate directly with newsletter to the signature block
to purchase what you’re selling.
people who are likely to make a on your business emails along
What email marketing should
purchase is worth the time you with a link to a sign-up page on
never be is an annoyance to the
your website.
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