Websites should be used to ‘build email marketing lists’

Firms should use their individual websites to build unique email marketing lists, an industry expert has suggested.

According to marketing researcher Graham Charlton, it is “far more desirable” for marketers to build up their own list of prospects than taking a short cut by buying or renting lists from elsewhere.

Writing on a blog on E-consultancy, Mr Charlton pointed out that prospects on lists cultivated by firms themselves are far more valuable because they have already expressed an interest the company’s product or services.

He advised marketers to build up lists by putting a sign up box in a prominent position on every website page so they can easily be seen and obtaining detailed information from prospects in order to make emails more relevant.

“Just asking for an email address alone may simplify the process, but it is perhaps worth asking for a few more details, though you should take care not to put people off by asking too much,” Mr Charlton said.