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.
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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