Hi,

I currently work for a non-profit organization as an Administrative Assistant/Finance Manager (Not my official title, but I don't know what my actual title is...lol). For some reason, I've been getting all the IT blurbs from one of the IT companys we do business with. Normally, I just delete them without reading them or even opening them up, but something caught my eye this morning and I decided to read it. It was an article about developing effective mailing lists. Basically, it said that the problem with buying mailing lists is that a lot of the people in them have not shown an "interest" in what you're trying to sell. The article said that the best way to develop a mailing list is to gather names from people who show an actual interest in your specific industry. This can come from many forms...people who have attended seminars, signed a guest book on your website, filled out a survey, contacted you to enquire about services (even if they decide it's not the best thing for them at the time). Or, if you do buy lists, try to get them from sources that are more specific. For instance, if your specialty is helping other entrepreneurs start up their own businesses, by mailing lists from magazines geared towards entrepreneurs.

I don't know about the rest of you, but working for a small non-profit in an out-of-the way ski area, we are always trying to find ways to bring people in. We use to get leads (for free actually) from some of our local or semi-local visitor bureaus and travel magazines but, although some people did call for a catalog, we also got quite a few irrate people that threatened harsh action (maybe a little too harsh considering they can just throw junk mail away...lol) if we didn't immediately lose their name and address. And the amount of incorrect addresses or email addresses was just phenominal. I mean, it would literally take me a half hour or more to delete all the email rejections. So, I quit using them and only sent direct mailing (snail mail or email) to past customers and people that actually requested the material. In my opinion, what good is a mass mailing list, compiled from goodness knows where, if it wastes a lot of your time, energy and/or money? Not much.

Hi Stephanie,

Great post. Thanks for starting it.

All of the reasons outlined above make a great case for buying legitimate lists from legitimate companies that can verify that each name on the list is there because he/she asked to be. The question then becomes, "how do you know if it's legit or not?" You can't really. But, that doesn't stop people from doing it.

The best way to compile a list, in my humble opinion, is to do it the old-fashioned way. Work for it. Build a list through your website with an email newsletter or something like that. I don't agree with mass e-mailings and I don't think I ever will. They seem like a waste of time and money to me not to mention the risk to your reputation and your business etc.

The internet holds a different way of marketing. You can't try and reach everyone and you shouldn't. There's too many people who don't want what we have to offer. That's why internet marketing must be targeted in order to be successful. But, that's just my opinion and not everyone will agree with me.

__________________
Shari Sultana
Online Business Manager (marketing for retail ecommerce)

Stephanie, your points are well taken.

It's a major distinction they're making these days ... inbound marketing vs. the old way, which was outbound (sending out to mass mailing lists, etc.) Mike Volpe at Hubspot.com has done some webinars on the subject lately.

Starts with the 'opt-in' mailing list, continues through blog readership, give-aways, etc. All about gathering a following of willing devotees. Personally wooing a large enough public to support your business. Not a small task! But more ecological, cheaper, and more effective than old methods. And kinda cool, too, in the emphasis on authenticity, trustworthiness, expertise .... and loyal community support.

__________________
Mary H. Ruth/Virtual Writing & Communications
http://www.writingVA.com

You have to be really, really careful, even if you purchase a list from a "reputable" source. Even if the people on the list agreed to have the email addresses shared with others, when you send them a list and they don't remember ever having checked that little box, they can report you for spamming. You can get blocked from sending emails, blacklisted and even fined. The laws have changed alot and they are definitely more stringent than ever.

The best way to put together an email list is to have a sign up form on your website and offer the email newsletter or something in return. Another thing - don't just start collecting names if you're not ready to start sending out emails. If you have a list of people from a year ago and you never sent them anything, they too can forget they ever signed up and report you to your isp for spamming. If you are creating a list, make sure you're ready to go and send out emails regularly so your list gets used to seeing your name in their inbox.

You should even consider a double opt-in procedure. People sign up for your list and then you send them an email asking them to confirm their subscription. It's better to be safe when it comes to email marketing. Believe me, you don't want to be blacklisted. Your ip address gets blocked from sending out any emails - and as a VA that's not a good thing at all!

Hope this helps!

__________________
Yvone M. Kon
M.Y. Marketing & Design
Your Virtual Marketing Assistant - At Your Service!
www.mymarketingdesign.com

"Basically, it said that the problem with buying mailing lists is that a lot of the people in them have not shown an "interest" in what you're trying to sell. "
I think that in the VA business their are two distinct marketing strategies - pull and push. Push marketing (which is what I think most of us think of as traditional marketing) involves the tried and tested of mailing campaigns, flyers, etc. Pull marketing is far more subtle (and time consuming) although I believe is very effective. Things like publishing articles (which I know several of the folks here do), public speaking, etc are all excellent way of getting you message across to audiences who are more likley to be receptive to your message.

__________________
Lidia Griffin - Majenic Virtual Solutions
Virtual Assistant Services for Real Estate Professionals

I am reading a book right now called "Direct Mail for Dummies". I don't consider myself a dummy LOL however it does have some good information on marketing, advertising, direct mail options etc. It is a Canadian book so the information is relevant to Canada. I picked it up at the used book store for $6.00 and it was well worth it. It's got "Compliments of Pitney Bowes" on the cover as well. Thought I would share this with anyone who wants to do direct mail marketing.
Krista

I also work for a not for profit organisation and we have recently done our first electronic mail out. It was interesting to note that only a tiny percentage of those people who we had added to our database 'because we could' rather than because we had a relationship with them even opened the email. Of those a large percentage unsubscribed and an even larger percentage didn't click to read any of the articles.

People who had had previous dealings with us, and had developed a relationship with us, were keen to open and read our mail out, with the majority doing so.

I would highly recommend 'opt in' email lists for current & interested customers.

That's great feedback. As I mentioned, I am reading a direct mailing book and it is good to have this kind of first hand knowledge than what you get out of a book. Thanks! Krista

I've been following this thread with interest, thanks for starting it!

I find your results quite note-worthy Carol!

__________________
Crystal Coleman, The Northern Edge

putting that dummies book on my reading list!

__________________
Rebecca Thompson
CLR Virtual Connection * fanTABulous fan pages

I'm glad I could be of help! I never knew direct mail could be so successful as long as you are cogniscent of the fact that you need to really find the proper mailing lists and decide what type of mailing you are going to do. If anyone has any questions about what I've read in the book, let me know and i will do my best to answer!
Krista

The "dummies" book are invaluable. They put the information you need in plain English. I can't even begin to tell you how many of them I've refered to for various things.

My last job was with a large national nonprofit and my primary responsibility was mailing lists. I used MS Access for the snail mail lists. When I got returned mail, the program is very easy to delete data from. For email lists, I used Outlook and tried to keep it updated with current data as best as time would allow.
To keep the lists as current as possible, I relied on the Chamber of Commerce. Some have their information on disc that for a small fee, they will allow you to purchase the current year (provided you're a member). Otherwise, there's a lot of data entry input from the annual book they usually have printed, listing all members. Very time consuming but for the most part, accurate!! When you target the companies, you're also targeting the employees!
Well publicized community events are also a great way to bring in new donors to nonprofits! And attending these events are great places to network!

__________________
Barb
Iken Organize