Friday 5: why email addresses are useless

Think you’ve got a good small business customer relationship management system going, just because you have a database full of email addresses? Think again.

Top 5 reasons email addresses are useless

  1. To be truly valuable, leads need to be qualified
  2. You need permission to contact people — otherwise, you’re spamming
  3. An email address tells you nothing about the contract’s profile
  4. To be effective, you need to target leads and prospects by qualification status
  5. If you don’t have a system to measure and learn from responses (or the lack thereof), you’re throwing your money away

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Friday 5: why email addresses are useless

Think you’ve got a good small business customer relationship management system going, just because you have a database full of email addresses? Think again.

Top 5 reasons email addresses are useless

  1. To be truly valuable, leads need to be qualified
  2. You need permission to contact people — otherwise, you’re spamming
  3. An email address tells you nothing about the contract’s profile
  4. To be effective, you need to target leads and prospects by qualification status
  5. If you don’t have a system to measure and learn from responses (or the lack thereof), you’re throwing your money away