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The Truth About Lead Lists

August 28, 2008 By 2 Comments

Each bridal show you do or magazine or website you advertise on uses a lead list as the carrot to get you to book. Well let me tell you, that carrot gets more shriveled and pale everyday.

What! you say? There is a plump juicy list of several hundred brides that need your services just waiting to be yours. Well the truth is that there are very few places you can even use those leads. In the last two days I have spoken to all of the major bulk email providers trying to negotiate a way to do it with the Can Spam Laws. There are a few rather ineffective work arounds but even those are frowned on. Nothing will stop you dead in the water faster than having the major ISP’s block your email because you have been labeled a spammer. Trust me, just because you aren’t selling body part enlargement or cheap mortgages you can still run afoul of these laws.

So what is the answer? For one forget the value in those lists as far as an email campaign goes and build your own. Second, if you simple must use those lists, start off with a good old fashioned direct mail postcard inviting them to your website. Then make sure you have a lead generator of your own to harvest legitimate addresses.

I’m going to go into this more indepth in the September issue of Think Like A Bride and you don’t want to miss it.. The smart thing to do is hop over there right now and sign up for my email updates.

Christine

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  • http://www.myemma.com Jim Hitch

    You’re right, Christine, a homegrown list is the only way to go. There aren’t any short cuts, really. Gathering emails from a source other than direct relationship with brides can tarnish your reputation in and out of the inbox. Keep up the good work of emailing the right way and marketing to trade show lists in creative ways that build trust with your audience.

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