Articles: There's Money in Your Mailing List

Do you have a mailing list? Do you mail to it regularly? If not, you're overlooking one of the best assets your business has. Experts say that anywhere from five to seventeen 'touches' with a prospect is necessary to convert a prospect into a client. And we all know by now that it costs far less to get new business from an existing customer than it does to attract a new customer. By keeping a house mailing list up to date, and using it often, you can nurture relationships so that when someone has a need, he or she will think of you.

Don't confuse a house list with a purchased mailing list. They're two different animals. You can buy or rent mailing lists, usually in minimums of several thousand names that match criteria you specify. I'm a big believer in direct mail, and a purchased mailing list has its place in many marketing plans. But a list that you create yourself is much more personal, and often more effective, because you already have a relationship of some kind with the people on the list.

Who should you include on your house mailing list?
- People whose business cards you collect at networking events
- People who have bought something from you
- People who inquired but didn't buy
- People who attend seminars you give
- People who filled out their contact information to win a prize you offered in a drawing
- Members of associations or organizations you belong to
- Exhibitor lists from trade shows in your industry
- People who offer services that complement yours and may refer people to you
- Friends, family, and acquaintances who may have a need for your services

What should you be mailing? For some businesses, a regular print or email newsletter keeps them connected with their target market. Other businesses send out special offers and coupons throughout the year. Segment your list and target offers to different groups. An interior decorator, for example, would probably make different offers to residential and commercial clients. By constantly adding people to your mailing list and mailing regularly (at least six times a year), you'll build up serious word-of-mouth momentum over time.

Get creative. One year I sent all the prospects on my list a Hershey bar on Valentine's Day. I replaced the brown Hershey wrapper with a custom-created wrapper (using scrapbook paper and my laser printer) that said, "It sure would be sweet doing business with you," and my contact information. The one new client it brought me paid for the cost of the Hershey bars and postage many times over. I also sent a second version, to my current customers and people who sent me referrals. This one said, "It sure is sweet doing business with you." My goal here? To ensure that the next time they need someone who can deliver creative promotional writing, they'll think of me.

Your house list is one of the best marketing tools you have. Use it often, and watch your business grow.

© Eileen Coale, All rights reserved.

Eileen Coale, owner of Coale Communications, is a copywriter and consultant. To sign up for her free monthly ezine, Third Thursday Marketing Tips, or to learn more about her work, visit her website at www.eileencoale.com. You can reach her by phone at 410-757-0821. If you'd like to use this article at no charge for your website, ezine, or newsletter, contact eileen@eileencoale.com for permission.