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BEST PRACTICE: Six top tips

Email has become a key communication channel for the digital age offering many benefits over-and-above traditional direct marketing, the most obvious of these being the cost of production and the results it delivers. For business-to-business marketers building your own list and sending informative and useful email messages to both existing customers and prospects alike will keep your brand front of mind, which is especially important between purchases.

1. Build your own contact list.
You can rent or buy mailing lists, but if you build your own in-house list you will be targeting warm prospects who want to hear from you, which means better results for a lower cost.

Under the Data Protection Act you need to ensure that all contacts are opt-in. This means that they have explicitly agreed to receive your messages.