eMail - a versatile marketing tool for Welsh SMEs
Building an eMail List

In the on-line world, customer eMail addresses are probably the most valuable information an SME can have, so how do you collect them? There are two main options: you can build your own eMail list or you can rent a list from a reputable commercial supplier.

How might a Welsh SME go about building an opt-in eMail mailing list? On-line i.e. on the Web, depending on your business, the purpose of your Web site and target audience, you might offer customers the option to:

• Subscribe to a company newsletter;
• Subscribe to receive announcements e.g. new products and services, late deals etc.

Off-line you can gather eMails simply by asking customers for their eMail address just as you would ask for a contact address or telephone number or you may already have a database of customer contact details. However, if you wish to create an eMail mailing list from these details you must get the customers permission. Be creative! One small company offers visitors to their physical store the opportunity to enter into a monthly prize draw by leaving their contact details (including their eMail address) in the shop. The company can then send news and other information to those customers.The Portmeirion Hotel inSnowdonia, North Wales, collects eMail addresses in a variety of ways – from their Web site to feedback cards left in the hotel rooms. What is very important to note in the above examples is that:

• It is a highly targeted audience;
• The customer expects and has given their permission to receive further communications from that company.

Whatever means you use to gather eMail addresses you must ensure that:

• The customer has given their permission to receive information by eMail from you – never send eMail to someone who does not want it;
• The customer always has the option to unsubscribe/cancel i.e. not receive further eMails;
• You disclose how you intend to use their information in a privacy policy which is easily accessible to the customer e.g. whether or not you intend to pass on their details to a third party;
• You do not abuse the permission granted by the customer i.e. signing up to receive a newsletter does not give a company the right to send all sorts of other communications such as mail shots – additional permission from the customer would be required;
• You don’t alienate and annoy your customers with a deluge of daily eMails – e.g. newsletters can be monthly, bi-monthly or quarterly.

The best list is going to be one you have built yourself but the other option is to purchase an eMail list from a reputable list broker. The key word here is “reputable”! The Direct Marketing Association (DMA) mentioned earlier, is launching a searchable directory on its Web site of its member list brokers. Businesses will be able to search for commercial lists based on criteria such as list name, name of broker, industry sector or key words and different marketing options including mail, telephone and fax as well as eMail. These highly targeted lists should be developed with very strict opt-in methods.

Tips when buying a commercial mailing list:

• Only buy opt-in lists;
• Only use reputable list brokers;
• Check the source of the lists you are buying – how, where and when were people signed up and what did they agree to receive.
• Be specific when selecting your lists in order to target your audience e.g. by location, sex, age, interests etc;
• If you want people to buy from your Web site then select lists of people who have already bought on-line.