Build Relationships Instead Of A Mailing List

Treat Each Subscriber As A True Individual

The philosophy for traditional lead generation via marketing has always been a large numbers game. Find or build the biggest list possible, send to that list, and hope that a small percentage will respond.

Online marketing has taken a similar approach with the use of rented and in-house e-mail lists. Most firms make it very easy for e-mail recipients to subscribe to their newsletter, by asking the fewest possible questions to a prospective subscriber.

The result: e-mail subscriber lists become large, but unfortunately, little is known about subscribers. The predicament is that when you do not know enough about your e-mail subscribers, you cannot be relevant enough to impress them, thus most of those who subscribe end up ignoring your messages.