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A Crash Course in Email Marketing for Small and Medium-sized Businesses by John W. Hayes

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3. Growing Your List the Right Way and the Wrong Way

What comes first, the campaign or the list? For many marketers, email marketing presents a bit of a chicken and egg quandary. Many believe the big list comes first, deeming a campaign sent to a list of limited size as a waste of time and effort. They are wrong.

While I believe it is important to grow your list both quickly and efficiently (although always focusing on quality), sitting on a list while you are waiting for it to reach critical mass can be a foolish strategy.

Email contacts do not age well. The longer you leave them before making first contact, the less likely it is that they will yield successful results for you. Like the aforementioned egg (or chicken for that matter), they ...

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