Written by: Administrator Account
3/30/2011 10:44 AM 

When we think of targeted marketing as opposed to broadcast marketing, one effective approach is to use a qualified list and send messages via snail mail, email, etc.  The key word in that previous sentence, assuming you want to be effective in your marketing efforts, is qualified.  So how do we build our lists so that they retain their value to our marketing efforts?

Snail Mail Lists:  Even though we are in the age of “e” (electronic), snail mail lists are still viable mainly due to the restrictions on email SPAMMING.  Did you know that you can send as much unsolicited snail mail as you want, but you can’t send out unsolicited email without running the risk of suffering the consequences of spamming?  So maintaining a snail mail list is definitely worthwhile.  Besides using your client/prospect lists, you can purchase or acquire snail mail lists.  Our most successful snail mail lists come from the organizations that run industry trade shows.  Often, when you exhibit, you are able to receive a list of the attendees (and as far as I know, you can’t get that list with email addresses).  These are great, qualified lists.  There are also services that sell snail mail lists and you can specify industries, job titles, etc.  So don’t forget snail mail when you are planning a marketing initiative.

Email Lists:  If you have used a service for email blasts, (we like VerticalResponse) you know that when you upload your lists you need to sign your life away to prove that every recipient has agreed to receive email from you.  Otherwise you are spamming.  So be careful in building your email lists.  I highly recommend using a service like VerticalResponse because of the safeguards they have in place to protect you.  So how can you build the lists?  First, you should have a lead generating page on your web site.  This page should be set up to collect basic info and let the “subscriber” know what to expect.  You can tie this directly into your email application so that the list grows without any work on your part.  You can also send email to your current clients and prospects as long as you have some relationship with them (then it’s not spam).  In that email you can ask them to be added to your list and give them a link to the lead generation page.  Whatever your tactics, your email list is valuable so take good care of it.

Undoubtedly, you’d love to get the email addresses of all of the prospects on your snail mail list.  So why not send out a postcard with a promotion or free gift drawing if they visit a lead generating page and sign up?  We’ve had good success with this approach and it’s well worth the expense of the postcards and postage (and gift).

So build your lists and use them.  Sign up for VerticalResponse and give them a try using this link.

Email newsletters from VerticalResponse

Chris Meyer, Editor

editor@budgetbusinessmarketing.com

Copyright ©2011 C.D. Meyer, Inc.

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Tags: email marketing , postcard marketing , snail mail marketing , email mailing , emailing , email blast , email blast marketing , email list , email list building , marketing list , marketing list building

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Location: Blogs Business Marketing Tips and Services on a Budget

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