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Adam's Advice: Collect E-mails

E-mail has become a staple of communication today. So, to overlook e-mail as an effective means of marketing to and communicating with clients and prospects would be a mistake. The first step, of course, is to collect e-mails. This seemingly simple task can actually take quite a bit of time and effort. Here are a few ways to go about building a targeted e-mail list of clients and prospects:

1. Gather current data. You likely already have access to e-mails of many of your clients and prospects. Whether in your accounting database or collected by marketing reps and account executives, collect the e-mails you already have in-house as a starting point.
2. Ask clients. It never hurts to ask. Ask your current clients to give you their e-mail addresses. Let them know that this will provide another way to communicate timely information with them.
3. Ask prospects and referral sources. Whether in the field or on the phone, encourage your staff to ask people if they would like to be added to your e-mail list.
4. Ask visitors on your website. Add an e-mail sign-up to the home page of your website that leads to a form where they can register. Don't make the form too long or difficult...the main goal is simply to get their e-mail address.
5. Ask everywhere! Add a line for e-mail to any form or sign-up sheet that you give to clients or referral sources.
6. Give them a reason to sign up. If clients and prospects see no benefit to signing up for your e-mail list, they probably won't. Offer to contact them with new information, updates and events. Or give them a small, tangible gift for signing up. An e-newsletter is a perfect offer, as you will be delivering timely and relevant information each time you send it out.
7. Reassure them of privacy. Make sure you tell them that you are not going to sell or share your list with anyone. Be up-front with what you will use their e-mail addresses for.