List Building – Why Should You Build a List?
Posted on February 15, 2007
“List Building†sounds like a lot of work. So why do it? The fact is that you spend more time list building than you might think. Consider the time you spend, inputting names into Outlook, storing cards in a business card file, or keep a simple mailing list of customers and prospects for your Christmas card distribution. These are all list building activities. And there’s a fine line between doing these things and building lists as a fundamental part of an internet marketing strategy.
There’s one basic reason why you make list building a key dynamic of your marketing program. It’s this: if you own a list, you own a market.
If you concentrate on building quality lists of prospective or current buyers, you will own a market. You will be able to “mine†that list for new orders and renewals forever and you will be able to do so less expensively than you can promote to unknown prospects elsewhere. The simple fact is that if you’re not using your list, you’re going to have use someone else’s. If you don’t have a list, you’re going to have to advertise to find new orders. If you advertise in print, you’ll be using the magazines circulation list. If you use direct mail or bulk email, you’ll have to rent a list from a list rental supplier. If you advertise via cable, you’ll be marketing to their list of subscribers. And so on.
Remember: If you own your own list, you own your own market. So invest in your own list building – make sure that every name and address you have can pay off.
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