First of all, your email campaign should be targeted at two groups: your Agency Access list of prospects and your “in-house” list, which includes all past and present clients and prospects, colleagues, peers, vendors – essentially anyone who’s ever hired you, inquired about working with you or who might be in a position to pass your name along. All of those people are, obviously, the right target audience for your email campaign.
Plus, you should be growing and adding to your in-house list every single day. It takes effort, but there are many ways to do that, such as adding new networking contacts, favorite connections through LinkedIn and a call-to-action on every page of your web site to sign up to receive your email campaigns.
When it comes to your Agency Access list, identify those you think would be your best prospects – all of whom are relevant to your style. Use your email campaign as one step towards further qualifying those people to determine whether they are either influencers or decision-makers. You can do this in a couple of different ways:
The more narrowly you target your prospects, the better you will understand their needs and, the easier it will be to determine whether they are the right people to be in touch with. Email is more than just getting your name out there; it’s about starting a dialogue. So if you’re just using it to broadcast, rather than to engage, you’re missing part of the opportunity.
Ilise Benun is an author, consultant and national speaker, the founder of Marketing Mentor.com and the co-producer of the Creative Freelancer Conference. Her books include "The Designer's Guide to Marketing and Pricing (HOW Books), "Stop Pushing Me Around: A Workplace Guide for the Timid, Shy and Less Assertive" (Career Press), and her latest, "The Creative Professional's Guide to Money" (HOW Books 2011).
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