destinationCRM: Increasing your reach

Statistics and anecdotal evidence prove repeatedly that an in-house email list will consistently outperform a purchased third party email list. The reason is simple. Customers and prospects on your house-list generally have some built-in affinity with your brand, your products and services, and your organization. […]

But how do you develop an in-house list when you are starting from scratch? First, think of all the daily points of contact that you have with your customers. Would any of these points of contact be an appropriate time to ask for an email address and email marketing permission? For example, when a customer telephones your service department, do you train your representatives to alert customers to the benefits of signing up for your email program? Likewise, do you send benefits-based opt-in requests to your customers with statements, invoices, correspondence, or product/service information? If not, you are missing opportunities to build your in-house email list.