I have been promted to write this blog because I have noticed how many people are complaining about buying a contact list and paying hundreds of £’s for it and being frustrated by poor response, with many of the contacts having moved on or they have drawn a blank. On top of that, most don’t have email addresses so you will then need to phone them all for an email address – that can be tricky as getting past gate-keepers (like PA’s) is another blog. So often a tele-marketer is employed at more expense..

Another solution is to equip yourself with a Contact Management or CRM database software solution, like ContactMaker and then, why not set about building your own list. This blog contains some tips on how to do this effectively

For cost purposes, in these tips, we have concentrated on building your own list in house. This will be slower, but you will achieve much better results over the long term. Alternatively you could use a tele-marketer to help

Here are a few ideas on how to go about your own database then:

• Have a sign up form on your website and keep it very simple; we are not thinking here about an enquiry form. Keep it soft and friendly, and definitely not a hard sell.
• Why not put a ‘sign up’ link on every email that goes out from your business? Simply put the link into the signature block which is automatically added at the bottom of your emails.
• Network to collect names and contacts. However, whenever you collect data make it clear that you will be using it to keep in touch by email. You need people to opt in.
• Rather than collect blanket cards and email the lot, pick ones that are likely to be useful, or if you get a list telephone the likely ones and get their buy in.
• If someone says ”don’t add me to the list” don’t see it as a problem. You will not generate business by sending a message to someone who does not want it.
• If you have a team, then spread the word amongst them, that collecting email contact details is important to the business. Show them how the data is used. If they see the importance of collecting data they will remember to do it.
• Whenever you add someone to your contact list (or they join by signing up) send a welcome email right away. Welcome emails are very important as you can:
• Suggest that the contacts tell you a little about themselves and provide a link to a web form. This information will help you to send targeted emails.
• If there has been a mistake, then the contact can unsubscribe.

In conclusion

There are very good data bases like ContactMaker from CMB which will help you build an effective contact group.  If you don't want to do yourself then let a tele-marketer help you. CMB again can help. Then an excellent email management tool for MakingContact using something like Sentori will boost your chances significantly of getting the right result. If you don’t have time then you could outsource the email service for even more effective results – CMB can do this for you with our team of professional marketers – but thats another blog.  I would like to say thanks to Philip Bryan (Sentori) and Paul Sampson (Ignition4business) for helping me with this blog.