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Email Marketing in a Digital World by Jason Smith, Scott D. Swain, Richard C. Hanna

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CHAPTER 6

Making a List That Is Worth Its Weight in Gold

A company’s email list is a vital organizational asset. Assuming the list was built organically and not purchased, most, if not all, of the names on the list have a specific connection with the company. That connection can be nourished and strengthened with appropriate email communications. Also, the more that is known about customers (e.g., first contact, method of first contact, demographics, buying history, etc.), the greater the likelihood a company can identify the right and most relevant opportunities to reach out with highly targeted and personal communications. The challenge is building this list the right way and keeping track of the right information. In this chapter, we will ...

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