A well-targeted, accurate permission-based list can be built using your own in-house resources and the Internet.

As your company grows, one of its greatest assets is an accurate list of contacts. As an option to renting or purchasing a mailing list, you can create your own high-quality e-mail list through your existing contact database and your web site using a technique called "permission marketing." Permission marketing is when you ask people if you can send them information and they allow you to do so.

Your Existing Contact Database. If you already have an in-house list of clients and prospects with email addresses, send out a one-time message asking your prospects if they are interested in your new email services, and tell them specifically what they are, when they will receive it, and how you will respect their privacy.

Your Web Site. If you have a web site, you can start collecting email addresses from site visitors. Offer a form for people to subscribe to your email list. If you offer an incentive, such as an informative newsletter or coupons, people will be more likely to give you their email address. Make sure you clearly explain how their information will be used by providing an easy to read privacy statement.

When networking and exchanging business cards. Ask the people you meet if you have permission to send them email. On the back of their card, write the name of the event, date, and whether they gave you permission to send them email.

By using these techniques, your list is specific to your business and you will have a better chance of attaining higher quality sales leads and gaining loyal relationships with your customers.

One of the best ways to quickly build your email contact list, as well as gain insight into what your customers want, is to create a brief questionnaire. You can then distribute it via your web site, in print at your store, or in a print advertisement. It is helpful if the recipient receives something for the time they spend completing a questionnaire but it's not necessary.

Write the questions that will help you gather what you want to know about your customers. Now pair it down to just a few of the most important, very focused questions. If a questionnaire is too long, you will get a lower response rate.

Now your ready to create your questionnaire. At the top, provide people with a brief introductory message and then the ability for them to provide you with their name and email address. Next to the form field for the email address, ask them if they would like to receive emails from you with promotions (or newsletters or whatever it is you will be sending them). Tell the person signing up what they will receive and stick to your plan! Be honest and you will get the most qualified people on your list.

Also include instructions on how to subscribe/unsubscribe from your email list and include a link (or web site address) to your privacy policy. This is your one chance to build credibility and let them know you are not going to abuse their email address. They should be confident that you will treat their email address with respect.

If possible, give an example of what they will receive from you. This will greatly instill confidence in the subscriber that your email communication will be something they want to read.

What will you do with your email list? You will need a plan!

Have an opinion on this article? Please send an email to smiller@setnow.com.

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