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WEBSITE MARKETING

Are You Enjoying The Profits Hidden in Your Own House Mailing List
By: Developer Shed
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    2004-03-03

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    Are You Enjoying the Profits Hidden In Your Own House Mailing List?
    by Bob Leduc


    Copyright 1999 By Bob Leduc.


    During 30 years in business and consulting with other
    business owners, I've found the three most cost-effective
    sources of business are always the same - regardless of the
    type of business. They are:

    1. Existing customers
    2. Referrals
    3. The business's own "house mailing list".

    These sources may not produce your largest block of
    business. However, they always produce your most profitable
    block of business. That's because there is little or no
    advertising expense involved in getting business from these
    sources.

    Every business should have programs operating to promote
    repeat business from existing customers. Every business
    should also have systems in place to produce referrals from
    existing customers, prospects and contacts. However, the
    volume of business you can generate from these two sources
    is limited by the number of customers you have and contacts
    you know. Plus, you have very little control over the flow
    of business generated by these sources.

    By comparison, the volume of business you can develop from
    you own house mailing list is predictable. You can also
    control the flow of business from this source.

    WHAT IS A HOUSE MAILING LIST?

    Let's start by defining "house mailing list"? A "house
    mailing list" is any list owned by a business and compiled
    as a result of inquiry or buyer action. Your customer list
    is a house list. However, we won't talk about your customer
    list in this article. Instead, we'll talk about your
    prospect list. For this article we'll define house mailing
    list as "the stored database of contact information for
    prospects who have expressed an interest in your product,
    service or business opportunity but have not yet done
    business with you".

    Contact information in this database should include some or
    all of the following:

    * Person's name
    * Company name (if applicable)
    * Postal address
    * Email address
    * Telephone number
    * Fax number

    If you don't save this contact information from every
    inquiry you receive, begin saving it now. You'll pick up a
    lot of very profitable business in the future by using it to
    make future offers to these prospects. Let me use my own
    business to illustrate the value of saving this information.

    I maintain a house mailing list of potential clients and
    customers for my consulting and business publications
    business. The list includes contact information for
    everybody who at sometime requested information about my
    services or publications.

    Every 60 to 90 days I contact everybody on this list with a
    special offer related to their original inquiry. About 50%
    of my profit every month comes from business generated by
    these special offers made to prospects on my house list.

    USE LOW COST METHODS OF COMMUNICATION

    Here's the best part. The cost of contacting prospects on my
    house list is very low... lower than any of my other
    advertising. I keep the cost low by using two very
    inexpensive methods of communication - email and postcards.

    I use email whenever I have the prospect's email address.
    The cost for email is close to zero. I use postcards when I
    don't have the prospect's email address. The cost of
    preparing and mailing a postcard by First Class Mail is only
    about 24 cents in the US (20 cents postage and about 4 cents
    materials and preparation). Postcards provide another
    benefit in addition to the low cost. Nearly 100% of the
    recipients will read my message because it's delivered
    "already opened" on a postcard.

    If you don't already have your own house mailing list, start
    building it today. Keep expenses low by using email and
    postcards to communicate with prospects on your list. You'll
    soon discover that a house list is a very cost-effective
    marketing resource that adds substantial profits to your
    business.

    Bob Leduc retired from a 30 year career of recruiting sales
    personnel and developing sales leads. He is now a Sales
    Consultant. Bob recently wrote a manual for small business
    owners titled "How to Build Your Small Business Fast With
    Simple Postcards" and several other publications to help
    small businesses grow and prosper. For more information...
    Email: BobLeduc@aol.com Subject: "Postcards".
    Phone: (702) 658-1707 (After 10 AM Pacific time)
    Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133


    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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