Developing E-Mail Marketing Lists

E-mail marketing is a godsend for small business owners. 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.

But how do you develop your e-mail 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 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. And 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.

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, often sold on CD-ROMs. They typically contain names of people who have not agreed to receive unsolicited e-mail. Be aware that if your ISP receives complaints about your company's e-mailing practices, they could shut down your account.

Once you've developed your list to an effective size, you're ready to start or refine your e-marketing campaigns. There are many more imaginative uses of your e-mail list than simple newsletters. Read our article, Ten Attention-Getting Ways to Use E-Mail Lists, for some creative ideas.

If you're ready to grow the business on your company's Web site by additional means, you might be ready to start — or step up — your search engine marketing. Our Buyer's Guide to Search Engine Marketing explains how you can hone your keyword buying to drive more traffic to your site, with little up-front cost.