By Carey Ransom
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.
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