Marketing in the online space is proofed to be most effective if some form of list building is applied.
List building is the process of building a list of customers. While in the offline world every business collected addresses and fon numbers of their clients, in the online world, e-mail addresses have become the most important data of customers to send them information and promotions.
You can buy e-mails of customers from many different sources.
First of all, this is illegal according to the current law in place in most countries. This is called spamming!
Second, it is well known, that the worth of such email lists is almost 0.
The strategy of using email lists is only successful if the owner of the email signed up for your news, topic or product promotions. If an email owner can’t associate the information in an e-mail as well as the senders address he will consider your mailing as spam!
To build an email list we use Lead Capture Pages, dedicated Websites with the sole purpose of getting the subscription. An email and the owner of the email in this context is called a lead, a possible customer.
In times of social media and evolving chat functions on the platforms, the list building process can be adapted to other forms of connection with possible customers. While it is common to “own” the email list in a mailing system like Aweber or MailChimp, you have to be aware, that you don’t “own” the customer information on platforms like Facebook and any change on the platform could make all your contacts unavailable.