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By Neil Anuskiewicz

Email marketing can often be an outstanding source of both new business and especially repeat business. One of the greatest challenges of email marketing is email list building.

Current customers are an excellent starting point for your list building efforts and can substantially increase your customer loyalty. Start your list building efforts by asking for permission to add them to your email list at the point of sale or contact.

Beyond that, you should make it easy for people to sign up for your email list on your web site and through other channels. In addition, make sure to include a "forward to a friend" link in your e-newsletters and promotional emails.

Once you have these basics in place, it is time to take your email list building to the next level.

Webinars and White Papers

If you sell a product or service, you and others at your company have knowledge and expertise that could benefit current and prospective customers.

A white paper is a document that usually presents a problem and how to address it. The writer must be careful not to be overtly self-promotional but the solution to the problem can include the sort of products or services the writer offers.

Webinars are live and recorded presentations given via the Web. Webinars are considerably more dynamic than white papers and often include interaction between the presenter and the attendees, including chat and question and answer sessions.

By requiring readers to provide their contact information in order to download the white paper or webinar, and giving them the option to join your list, white papers and webinars are sources for email list subscribers.

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Neil Anuskiewicz is the Director of Business Development for EZ Publishing.
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