Join eFolder partner Bob Hazlett from the LANAIR Group as he shares his experience with building a winning marketing list at his company. Five years ago, LANAIR's list had exactly zero contacts; today, it has 16,000. Bob shares the step by step process of growing your house list. He also provides some important do's and don'ts he has learned along the way.

1. Build and Grow:
Five Tips for Building a Winning
Marketing List
September 24, 2013
11:00 AM PDT

2. 3 Ways To Build Your Marketing List
1. Mine your existing customer base for a jump start
o Develop and send a monthly newsletter to your customer base
2. Create a strong Opt-In form presence on your Website
o Build an opt-in form on your Home page, the About Us page and in your
Checkout process (If you sell products online)
o The less information you require to opt-in, the more sign ups you will receive
o You get better results if you offer a reward or bonus for providing email address
3. Networking
o When networking, ask people you meet if you can sign them up for your
newsletter. Rather than pushing your services, push your newsletter. It’s a
great way for prospects to get to know you on a “trial-basis”.

3. 8 Ways to Grow Your Email Marketing List
1. Invite people who contact you by phone or email to join
o The best time to ask is right after you have helped them by answering their question
2. Develop remarkable email content
o Your content needs to be amazing if you want to hold an audience of subscribers
3. Create a new lead-generation offer – a free whitepaper or eBook
o Require visitors to provide their email address in order to download
4. Host an online webinar and collect email addresses at registration
5. Promote and online contest like a free giveaway – entrants sign-up by email
6. Collect email addresses at events – trade shows, exhibitions, meetings
7. Link to offers that capture email signups throughout your website
o Include calls to action on just about every page of your website – don’t make people
dig!
8. Host an event with a vendor partner and ask them to promote the registration to
their audience.

4. List Building Systems
Popular List Building Services
• Hoovers
• Onesource
• Spoke
• Jigsaw
• Zoominfo
• Active Contacts
• LinkedIn
• Aweber

5. List Building Systems:
Jigsaw
What is it?
• Jigsaw is an online directory of decision makers and business contacts targeted especially at
sales and marketing professionals who need to locate specific contact information on decision
makers at accounts they are looking to target.
How do you locate business contacts?
• Before you start out locating contacts you need points in your account which works as credit. You
can either earn points by contributing data that you already have or simply buy credits for money.
What are the pros of Jigsaw as a business contacts service?
• The Jigsaw database has accumulated over 9 million contacts with a large range of contacts at
almost all levels of an organization from executives to those at a deeper level which makes it one
of the larger databases of its kind and provides a great source for contact information
What are the cons of Jigsaw as a business contacts source?
• Since the data is not added by the contact themselves, updates don’t reflect in the data when
people have moved from their positions or companies

6. List Building Systems:
LinkedIn
What is it?
• LinkedIn is an online business network built to connect business professionals much like social
networking sites such as Facebook.com, Orcut.com & Bebo which are a network of friends and
social relationships.
How do you locate business contacts?
• Once you have built your network by adding connections you can search through your network
of contacts by various criteria such as company name, location, industry, keywords, contact
names, titles and so on.
What are the pros of LinkedIn as a business contacts service?
• Sign up and setup is free, you can get started and build a business network of contacts over
some time without any upfront investment.
What are the cons of LinkedIn as a business contacts service?
• Linkedin profiles don’t provide complete contact information such as postal addresses, phone
numbers and email id’s. So it may not be as well suited as a direct information source to run direct
mail, telemarketing or email campaigns

7. Email Marketing: CAN-SPAM Act Compliance
What is CAN-SPAM?
• Law the sets the rules for commercial email, gives recipients the right to
have you stop emailing them and spells out tough penalties for violations.
Main Requirements of CAN-SPAM
• Don’t use false or misleading header information
• Don’t use deceptive subject lines
• Identify the message as an ad
• Tell recipients where you are located
• Tell the recipients how to opt out of receiving future email from you
• Honor opt-out requests promptly
• Monitor what others are doing on your behalf

8. Email Marketing: Mailing Service Providers
Here is a short list of some of the more well known providers:
• Constant Contact
• iContact
• MailChimp
• Vertical Response
• Campaigner
• Boomerang
• Benchmark
• Stream Send

9. List Building Do’s and Don’ts
Don’t Send an Email without Permission
Do Give Lots of Ways to Opt-In
Don’t Share Information with No Value
Do Give Subscribers a Way Out
Don’t Discourage Replies
Do Connect via Other Avenues (Social Media)

10. Thank you for Attending
Build and Grow:
Five Tips for Building a Winning Marketing List