Tips for scrubbing your most valuable marketing asset.
Proactive, permission-based email marketing programs are the foundation of successful digital marketing. One of the best ways to ensure success is to build a relationship with existing customers and prospects. The best e-marketers know their in-house lists are their most valuable marketing databases. They comprise marketers’ best customers and prospects, those who prequalified themselves and demonstrate interest in the company’s services and products.
I bet you all have at least one in-house list available to you. You probably can’t remember the last time you did anything with this list to re-qualify it, deleted old names and profiled existing members with some additional information, such as title, purchasing authority, and installed base.
Give your in-house email and direct marketing lists a spring-cleaning. Re-qualifying everyone is one of the most important projects you can undertake. You should do it every six months, at least.
Tips for building a better in-house mailing list:
If you’ve got more ideas about how to build a qualified in-house mailing list, send them to me.
Want more email marketing information? ClickZ E-Mail Reference is an archive of all our email columns, organized by topic.
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Kathleen Goodwin is the former CEO of IMN (formerly iMakeNews), specializing in customer acquisition and retention through permission-based e-newsletters. For nine years, she was vice president of marketing for Ziff-Davis' publishing division, where she oversaw the marketing of all print publications and their early online siblings. She also serves as an advisor to early-stage companies and has been responsible for several successful new-business launches.
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