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It is likely that a business of any size will have some sort of contact database of current or past clients. It is important that you look after this information carefully not only for data protection purposes but also for seeking out any new potential business opportunities. If you are starting up a new marketing campaign in your business then having a good email contact database will be invaluable as email is one of the most effective marketing tools available and it is free too. When setting out to establish a new regular e-bulletin to send to your clients it is important that you make sure the information you hold is correct and up-to-date. If you are unsure about this then make sure you ask your customers to confirm their information next time they phone in to place an order. Alternatively, if you have not been in contact with a particular customer for some time, it can make a great excuse to get in touch and see how things have progressed and if there is a reason why they have not been in touch. Don’t forget to let them know you intend to send an email so they anticipate its arrival. When sending an email campaign you will want to try and contact any potential new customers as well as existing ones. Although it is possible to buy email lists and it may be tempting to do this as a quick solution, you will find that this approach does not deliver a successful campaign because the recipients on the list will have no idea who you are and will likely regard your email as spam. This is something you want to avoid at all costs because once an email is flagged as spam it makes any future contact to that address very difficult. The best way to obtain a good email contact database is to gather the information for yourself. This can either be done over the phone or via your website using an ‘opt in’ function for your newsletter. By using this method you can be sure that the contact information provided is correct and that the person who has provided it is happy to receive information from you on a regular basis. Once your email campaign is up and running remember to regularly check for contact information that may be out of date i.e. if a person has changed their email address or is no longer working for the company. There are numerous email marketing solutions that make managing your contact database a little easier. Lots of email marketing services enable you to check who is actually reading your emails and edit your contact database into easy-to-manage groups and lists.
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