When you build a house, the first thing you build is the foundation. The same concept applies when creating your email marketing program. How, where, and when you build your list are as important factors in the success of this email program as anything else you can build. A relevant and engaged audience is critical to deliverability success, and having the right mailing list is a good start.

Once you’ve chosen your messaging and response management platform/solution, you’ll want to focus on building your email list. To be clear, email marketing is not spam. In fact, it usually starts when website visitors voluntarily choose to be added to the marketable name database. Your audience has requested your emails and should expect to receive them. Maybe they signed up for a newsletter or webinar, filled out a form on your website, or follow you on social media. It is better to build an email list of people who want to hear from you than to buy email lists or get addresses from other sources.

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This way, you can better ensure that the email is something the recipient wants. Sending a random email, even if it is relevant to the recipient’s interests and business, is the same as cold calling. Your audience didn’t ask to be contacted and may not be willing to listen. Check out some best practices below for building your email marketing list.

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