Web design firm Roger West Creative & Code has stressed the importance of attracting email leads in order to expand consumer mailing lists.

Michael Westafer, chief executive of the company, explained that it is “imperative” to build relationships with prospects before, during and after business transactions.

Writing in the Marketing Profs blog, he pointed out that after marketers convert their leads, the next step is to nurture them by maintaining a constant dialogue through relationship marketing, which builds trust and loyalty.

Mr Westafer advised marketers to respond to both positive and negative feedback and give thanks or make changes where necessary, as this will help to retain clients on mailing lists.

Firms were also advised to turn their online brochures into lead generating machines through conversion marketing.

“Your website should be designed to capture leads and sales by driving a visitor to take a desired action toward becoming a customer, such as completing an online form or adding an item to a shopping cart,” Mr Westafer said.

Writing on Marketing Interactions, industry specialist Ardath Albee recently stressed that companies need to ensure that their marketing content goes beyond a two-way dialogue so they can reach as many email leads as possible.

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