Chapter 19. Building Email Mailing Lists

Key to a successful email marketing program are the lists of names to which you send your mailings. This is not unlike traditional direct mail, of course, but we’re talking email addresses instead of postal addresses—and it costs virtually nothing to send an email versus the increasing expenses of printing and mailing physical pieces.

Where, then, do you get the names and email addresses for your email marketing programs? As you’ll soon see, the best names are those found close at hand.

Creating an Email List

The best email mailing lists contain names of people who you know are interested in what you have to offer. The worst lists contain names picked seemingly at random and have nothing to do with ...

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