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The recipients of your email marketing campaign should be identified and segmented, just as they are for other types of marketing. The most successful email marketing campaigns are those directed to and designed for specific segments of databases. Thus, most of the purchased lists are not satisfactory because:

• they are usually not sufficiently focused
• they change their email addresses frequently

Build your email lists
The most effective list is the one that a business assembles for itself from various interactions. This is the one that will reap the most results. You can always build your own email lists from the following print materials:

• Product registration cards - You can request a customer's email address no matter what type of product you sell.
• Guest books - For your open house, seminars, road shows or other events, you may provide a space for the email address on your guest books.
• Reception sign-in books - Normally a reception sign-in page asks for name, company and the person or department being visited. You can add a space for an email address too.
• Customer satisfaction cards - Especially for restaurants, hotels, airlines or other service industries.
• Application and order forms
• Online enquiry forms, surveys, polls, memberships, daily quizzes and mailing list