You might think that the longer your list of contacts, the better. Not necessarily.  As you well know, keeping up with everyone in your database takes time, and for this reason you should make sure that the people with whom you’re maintaining a relationship with are quality leads.  Here are a few ways to keep your list clean and up to date, and to keep your contacts engaged.

  • Target your market.  Each group has different needs, and “one-size-fits-all” messaging can drive people away. Make sure to organize your contact list, taking into consideration the kinds of information people are looking for, and then market in a focused way to the various groups you’ve identified.
  • Be current. Make sure the content of your communication pieces is timely, relevant and versatile. You can “freshen up” an older piece of news by referencing a current event, or framing the message as a review or refresher.
  • Stick to what you know.  Don’t send out statistics or write about a market or area about which you are not prepared to answer questions.  Focus on what you know best to maintain the position as the expert in those areas.
  • Include a call to action.  Whether you are posing a question you want them to answer, or reminding them that referrals drive your business and are greatly appreciated, you should always invite your target audience to participate in some way.
  • Always include the option for a person to “Opt Out” of receiving your messages.  It may seem harsh, but if they don’t want to receive information from you, you don’t want them on your list.  You’ll make them happy, and more importantly, you won’t waste your time and resources on people who are never going to turn into a ripe lead.