top of page
  • Writer's pictureRebecca Hourihan

Making a list and checking it twice

Gonna find out who’s naughty and nice. It’s the most wonderful time of year to - update your contact lists! That’s right, log into your CRM systems, download those Excel spreads, and clean up your lists. That way you can start 2018 with accurate contact information, so you can maximize your marketing reach.

Here are a few ideas to help you get started.


First names. When you download your data, take a look at first names. Do you see any un-capitalized letters, for example: “susan” or “michael.” Change those to “Susan” and “Michael”.

The reason you want to update this detail is because when you send a bulk email, it saves you the embarrassment of the email addressed to “Hi susan” or “Hi michael.” Instead, you make a strong impression with “Hi Susan” and “Hi Michael.”

While this seems like a small adjustment, it makes an impact. Think of the last time you got an email and your name was inaccurate. How did that make you feel? Did you want to read the rest of the email? Did you discount the professionalism of the sender? Review your data and update with Capital letters.

Additionally, if you know Michael and know he prefers to be called Mike, update his contact information, your next email will be a bit more personal. A word of caution though, only update contacts you have that level relationship with, you don’t want get off on the wrong foot with a prospective client.

Bounced Emails. Take a look at your bounced email list. Do those people still work at the company? If not, take them off the list. If your firm is sending bulk emails with lots of bounced receipts that hurts your deliverability rating. Which makes it more likely your emails will end up in the ‘SPAM’ or ‘JUNK’ folders.

Accepting All Connections. Your social media connections should be professionals that you know, do business with, are likely to do business with, and/or share aligned values. Download your LinkedIn connections and review the list. Take a quick scan and confirm that your connections make your social media objectives.

Then the next time you get an invitation from someone that you don’t know, don’t accept it. Here’s a quick example. Have you seen a Connection Request from a person you don’t know and you begrudgingly accept it? Then two seconds later, you receive their automated message telling you what they do and asking for a meeting? That’s annoying, right? Next time, skip the connection. It’ll save you the frustration of the sales message – and you enjoy hitting the delete button.


500+ Contacts. To run a successful marketing campaign, you need to have a distribution list. That is a list of contacts that meet your buyer’s persona. These contacts need to have either buying authority and/or influence.

For example, does your list include company titles like owner, CEO, CFO, Director of HR? If it does, great! If not, think about the next time you’re building a list try to include this information. One tip – a great way to find out someone’s title – simply, visit their LinkedIn profile page. It’ll be listed there.

Call to Actions. On your website, do you have clear Call to Action? Those would include language that persuades the site visitor to:

  • Subscribe to our Newsletter

  • Download our White Paper

  • Download our Infographic

  • Sign-up for our Webinar

  • Contact Us

Then ask the visitor to fill out a tiny bit of information, so that your firm can learn who is browsing your site and researching your firm.

Examples of pertinent contact details: First name, last name, and email. You can make your form longer or you could research the person to find more information. Bonus tip – setup your contact list to directly drop new names into your email distribution list. This feature is available on most bulk email systems by setting up integrated landing pages.

Segment Your List. Reward your readers with conversation enhancing content. As your bulk emails are opened by different contacts you can learn about their buying interest. The more emails they open, the more likely they will know your company’s name. The more the contact clicks within the email, the more they are learning about your company. Capitalize on their momentum by sharing more quality content.

For example if the contact opens your newsletter, then send them an infographic. If they open the infographic, invite them to your webinar. If they sign-up for your webinar, then send them a meeting request. However, and most importantly, do it all through email automation. Setup your email campaign with triggers that send the contact information based on their buying behavior.

This will save you lots of time, deepen your relationships with your contacts, and could generate new sales opportunities.

Cleaning your contact list is a great way to start the New Year. Then as you press send on your next email campaign, you can feel confident that it’s going to the right decision makers. You are working to increase your deliverability rating. And possibly, you are implementing an email automation program, so that your contacts know the next time you’re coming to town.

Thanks for reading and Happy Marketing!

About 401(k) Marketing

We believe the retirement plan industry can do better. Our clients are the best professional retirement plan advisors and TPAs in the business. They care deeply about saving America’s retirement future. We are proud to share their voices through industry writings, professionally-designed marketing materials (including websites), and expert content collateral. We lend support by promoting businesses through ongoing awareness campaigns.

About Retirement Plan Marketing

Retirement Plan Marketing is a product of 401(k) Marketing and is an ongoing turnkey marketing solution for retirement plan advisors. It is an easy-to-follow, consistent marketing program designed to get you noticed in your community and generate new retirement plan sales. When you deliver relevant plan sponsor content, you add value to your conversations and can work your way up to become known as the “go-to” retirement plan advisory office.

bottom of page