How to Get the MAXIMUM Use from Contact Lists
Occasionally you can get your hands on a list of new contacts that includes email addresses. Eureka!!How do you use that information?
Let’s start with what you DON’T do. After the CAN-SPAM Act, it became illegal to email people without their permission. So just because you have an email address doesn’t mean you can send messages. You must have clear permission to send messages. For example, you’re doing business with the person; they dropped their card in your bowl at a tradeshow; they’ve given you their business card with permission to use the info. (Picking up business cards at a networking event from all the tables isn’t getting permission!) Joining an organization like Construction Specifications Institute (CSI) or Arizona Small Business Association (ASBA) isn’t getting permission.
Stop for a moment and put yourself in the recipient’s shoes. How happy would you be about getting an email from someone that you’ve never met just because they joined a group? Not!
Broadcast emails are a great tool to build relationships. But you have to have the relationship to build. You’re much better off sending to a small group of people who really care about reading your message than sending to a large group who don’t know who you are.
So use the lists wisely. Make a plan to call 5 people on the list each day and introduce yourself. Ask if you can include them on the list for your monthly newsletter. Or use the addresses for regular mailings of literature. The literature should encourage them to visit your web site and to opt in for your newsletter. Make a plan to introduce yourself to 5 new people at each event.
You can send a message to people and ask them if you may add them to your list. It is not legal to put someone on your list while thinking “They can opt out if they don’t want to get the emails.” Make the message very personal – “I met you at ___. I’d like to add you to my email list to send you some educational articles about my services. If you prefer not to receive emails, just reply and let me know.”
Want to know more? Here are some excellent articles from the leading email service provider – Constant Contact. You can also call me for assistance.
10 Tips for Getting and Keeping Permission
Permission: How to Do the Right Thing
Building Your Email List
Permission: How to Do the Right Thing
Email List that Sparkles
List Building -Basics and Beyond
CAN-SPAM Act of 2003
