An expert has advised marketers to streamline their mailing lists in order to separate serious clients from dead leads.

Marketing specialist and author Scott McKain said “thinning the herd” is a necessary procedure for marketers who want to devote their attention to the clients who are bringing in the most business.

Writing in Marketing Profs, he conceded that some firms may be unwilling to trim their consumer lists during such a harsh economic climate, but pointed out that devoting time to active email leads saves time as well as money.

“You don’t have the time or resources to create ultimate customer experiences for everybody,” Mr McKain stressed.

“Why give your time and emotion to customers who make up a small part of your business? Centre your efforts on those who are already fans and help them grow to another level.”

Writing on E-consultancy, industry expert Patricio Robles recently said focusing on mailing lists is one of the best ways to maximise marketing efficiency and success.

Posted by Daryl Jay, Business Development Director – Sales, Industry News, General Marketing

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