Ten Effective Uses of E-mail Lists

E-mail is revolutionizing the art and science of direct marketing by bringing marketers new opportunities and challenges.

Try these attention-getting ideas to make the most of your e-mail marketing:

1. Sponsor a contest. Give away prizes in order to entice prospects. The gift doesn't have to be large or expensive, although trips and cash tend to draw the most attention.
   
2. Publish an online newsletter. Develop a newsletter about your business or a related topic that will interest the people with whom you want to do business.
   
3. Publicize special promotions or events. If you are promoting a new product, hold an open house or participate in a trade show or cobranded campaign. Use your mailing list to publicize it.
   
4. Drive traffic to your Web site. E-mail, direct mail, and advertising all have a stimulating effect on your company's Web site. Use your mailing lists to get the word out.
   
5. Make new product or personnel announcements and press releases. Got a hot new service? Product upgrade? Did you hire a new sales manager? Moving to a new location or changing your phone number? Mailing lists are the perfect way to distribute this type of information. Give your customers advance notice of what's coming, and let the trade press know what's happening.