If you have ever used a mass mailing, email marketing campaign, you know how the services are promoted. The appeal is that the service has collected a lot of valid email addresses that are supposedly real potential internet customers. For a fee, they will broadcast your email marketing message to a large customer base and you will see a percentage of those customers visit your web site or respond to the email and some of those people will become paying customers for you.
There are two problems with this marketing method. The first one is that no matter how you look at it, by using that kind of marketing program, you are becoming a spammer. It is bad enough that the increase of spam in the email world has made life difficult for the average cyber individual who you want to turn into your customers. But spam has also made life a lot harder for you and I, the average internet marketing business person.
Life has gotten harder for us because of spam due to the spam filtering software being used by internet persons and ISPs as well. The filtering programs are aggressive and successful, which means many of your emails never make it your customers but disappear into spam holding tanks to be deleted. Because of this problem, email delivery failures have grown, which has seriously harmed the value of email marketing being used to increase our online businesses.
The second problem with that marketing method is that the large email mailing list that the service brags about is of little value. You may or may not know how they harvest those emails but the odds are that all the email addresses being a valid customer email is very low. You have low confidence in the mailing list and the only thing that makes up for that is the big number of email addresses that is on the mailing list.
A large mailing list is not a good mailing list if it produces a low percentage of new customers, customers who purchase at low basket totals and customers who do not return. This is why a new marketing method is needed that abandons the mass mailing approach and your participation in spam.
A new marketing method compels you to look at your existing customer base of clients who are already users of your products and services and helps you to begin to build a smaller, higher value email mailing list of customers that are high volume buyers and repeat customers. This approach to building your email list starts with customers who already fit the profile of what you are looking for and you build from there.
You can use that solid base to then build a bigger customer base of loyal customers who will produce solid sales for your efforts. Through referrals, viral marketing, contests and giveaways, you can inspire your customer base to share their love of your products and your web site, in turn bringing in more members who will become part of your high quality mailing list as well. Then you repeat the process building your mailing list slowly over time.
This process results in a smaller mailing list but one that you can be confident of responding to your emails. Working with a mass marketing service, you may see a 1% response rate and a 1% sales rate from that response group. You will see a higher percentage of response and sales from your email contact list because you already know them and you know they will come back again.