If you’re asking “I really need a list…get me a list…where can I buy a list…” then you’re probably already in totally the wrong place to achieve successful marketing by email.

You don’t want to ‘scatter gun’ any list; certainly not one you haven’t built and generated in a targeted, controlled way.

Yes, you can ‘rent’ or ‘buy’ a list.  But it’s a one-hit wonder.  And actually probably a one-hit failure.

But if you develop and nurture your own, valuable list you benefit from generating a customer relationship; a reader relationship; real engagement with those who buy your produce, use your service, read your blog

The 10 key areas:

• Who’s your audience and why should they listen to you?
• When you email them, what, exactly, are you trying to achieve?
• What will your mailings look like – would you read them? Would they make you take action?
• Will you – actually, SHOULD you – do the writing and construct the mailings? Are you really up for it?
• How regularly will you mail and how long will your mailings be?
• Those email addresses won’t just magically appear – how will you collect them?  Always do it ethically, whether via web form or other opt-in method – do it right, do it well, do it consistently.
• The last point bears repetition: ALL recipients must have in advance expressly asked you to mail them.  And if they don’t want to hear your drivel anymore, make it easy for them to switch you off!
• Is your technology scalable to grow your list?  Will the length of the list actually become a problem? How will you store/host your list – internally or will you outsource.
• Whatever you do, you MUST create and maintain TRUST.
• You must add value.

Be honest. Be genuine. Be successful.

CB