6 METHODS FOR

6 Methods for Building

Better Email Lists

By Kendra Lee

Email lists can be a blessing or a curse. When they’re composed of real email addresses of people in your target micro-segment, and those people recognize you or your company by name, an email list is an invaluable lead generation resource. When the list is filled with contacts who don’t know of you or your company, i.e. a cold list, lead generation can be though – really tough. Likewise, if your list is populated with fake, inactive, or irrelevant accounts you’re at risk of being banned by your email software provider.

Not surprisingly, I hear from clients all the time asking how to build an email list that will get results for their campaigns. Should they purchase? Should they attempt to build their own?

Remember that with email list building your goal is to build a list of people within your micro-segment, so quality is more important than quantity. The more similar the contacts, the easier it is to tailor your nurturing and lead generation content to their specific needs.

Here are six methods that will help you build a quality email list.

1Nurturing and lead generation activities: When you engage in social media, nurturing activities, SEO, and Adwords, those mediums provide forums for you to drive people to your website, start a conversation via a social channel, attend an event you’re hosting, and add people to your list. People who respond really do want to be part of your list.

2Membership organizations: Whether it’s through industry associations, mastermind groups, or networking events, these types of organizations provide an excellent means for collecting contact information. Generally, people will update or provide their own information because they want other members to have easy access to them so you know the data is current.

3Shared lists: By finding a peer who targets a similar microsegment with a non-competitive offering, you may be able to forge a partnership in which you promote to each other’s lists. This happens frequently within the high tech space, with consultants, and with professional services organization where they understand the value of collaboration.

4Research the web and build your own: Increasingly, we’re seeing companies comb LinkedIn, Zoominfo. com, InsideView.com, DiscoverOrg.com and other websites for contact information, and then follow-up with companies to confirm the validity of that information. This approach is time consuming, but it can be very effective. A client who we coached through this process recently got a 41% open rate on their email nurturing campaign. I really like DiscoverOrg for the detailed information they have if you’re selling in the IT or telecom industry.

5Purchase lists: There are numerous companies that sell email lists, but you need to be careful which vendor you buy from

and how much you spend. Prices typically range from hundreds to several thousand dollars depending on list specificity and size. One warning: Expect higher bounce rates with these lists and negotiate for that issue when you purchase. To avoid high bounce rates, look for a list company that validates the information. In this way I’ve been very pleased with ExchangeLeads for new lists and validation of current lists. If you don’t have any list, this may be the way to get started.

6Trade information for information: Sites like ExchangeLeads and Data.com community give you credit for providing contact information for companies you’ve worked with in the past. As you earn credit, you can use it to acquire lists for free. These services generally have a fee option as well, and the data integrity is dependent upon users keeping it current. Again, look for companies that validate data to reduce bounce rates and wasted time. I really like ExchangeLeads for trading information as well as purchasing it.

Ultimately, my advice would be to focus as much on the organic list building methods (#s 1-4) as possible, and supplement with the purchased methods (#s 5 and 6) when necessary. If you start with a purchased list, plan to nurture it and build your recognition. Don’t toss it away if you don’t get immediate results.

At the end of the day, you want to strive for list quality over list quantity. Pushing your messaging out to unwitting, uninterested, or unsuspecting prospects won’t do anything to help you close more deals.

Contact details for Kendra Lee: Phone: 303-741-6636 (Old fashioned, but very effective.) Email: Info@klagroup.com (Yes, I get every one of these personally.) Twitter: @KendraLeeKLA (And I do follow all direct messages on Twitter!) KLA Group is a sales consulting and training firm focused on helping clients get more customers in the Small and Midmarket Business (SMB) segment through lead generation, prospecting, hiring and onboarding strategies.

AMBER PAGE

Branch manager of the Evergreen Home Loans™ Silverdale office, Amber Page offers a wide range of loan types, including conventional, FHA, VA, and construction.

Amber received a degree in chemistry and began working in that field. Spending her days in the solitude of a lab, she missed daily personal interactions and soon realized it was time for a career change. After making the switch to being a loan officer, it didn’t take Amber long to recognize her knack and love for the business. She says, “It took my love for numbers as well as a love for helping people and took it to the next level of seeing them get into a home.”

Amber has worked as a loan officer for sixteen years and now serves as branch manager of the Evergreen Home Loans™ Silverdale office. She increased her business from the previous year’s $54 million to $85 million last year, expanding her support team to foster that growth and help more families secure homes. Amber’s team

The Page Team – Kylee Davis, Amber Page, and Desiree Broshears

includes two associate loan officers and two assistants, and they offer a wide range of loan types, including conventional, FHA, VA, and construction.

These days, Amber’s business primarily comes by referral from past clients or real estate agents. Amber credits her track record of success to her great communication skills and thorough work on preapprovals (client income and assets get reviewed). She explains, “If anyone in my community sees that they have a preapproval letter from Amber Page, they know that the client is in good hands.”

As a numbers person, Amber embraces the challenge that each loan, and each client

Amber embraces the challenge that each loan, and each client with a unique set of circumstances, presents for her to figure out how best to help. “I love the puzzle pieces, getting a hard problem and trying to figure out how to make it work.”

with a unique set of circumstances, presents for her to figure out how best to help. “I love the puzzle pieces, getting a hard problem and trying to figure out how to make it work.” With the amount of volume she has, Amber uses video messages and phone calls to stay in touch with clients and real estate agents, diligently following up emails with a phone check-in. She recognizes the

importance of direct communication with clients regarding the status of their loan.

Amber and her team give back to their community by volunteering with Night to Shine, an organization that creates prom night experiences for people with special needs. They also likes to organize events that celebrate their clients, anything from movie nights to drive-in lunches.

A full workload keeps Amber busy most of the time. However, her favorite things to do outside of work include getting away on vacation and finding moments to unplug for a well-deserved recharge.

Amber pictured here with her family

Amber looks forward to continuing to grow her business, starting with expanding the foundation of her team by bringing on and training fresh loan officers. “I love to teach, and I want to get more young people into this industry,” Amber says.

Find out more at www.evergreenhomeloans.com/amberpage. Connect with Amber via phone at: 360-698-6495 (office) and 360-731-1163 (cell), or email apage@evergreenhomeloans.com

Amber Page NMLS 229184, Kylee Davis NMLS 1450971, Desiree Broshears NMLS 1073920. Preapproval is not a commitment to lend and is subject to satisfactory loan conditions including a completed application and property appraisal. © 2021 Evergreen Home Loans and Evergreen are the trademarks or registered trademarks of Evergreen Moneysource Mortgage Company® NMLS ID 3182. Trade/service marks are the property of Evergreen Home Loans. http://www.justingrable.com All rights reserved. Licensed under: California Licensed by Department of Financial Protection and Innovation under the California Residential Mortgage Lending Act 4130291; Licensed under the Oregon Consumer Finance Act ML-3213; Washington Consumer Loan Company CL-3182.