Though this is a very straight forward concept, this is still one of most challenging aspects of email marketing campaigns. We realize that building your own email list from scratch can be an intimidating task, but if you start doing it regularly you will be shocked with number of targeted email addresses you will collect in a short period of time.

Start sending emails to people who are actually interested in what your organization has to say. Concentrate your marketing efforts on targeted email lists and you will notice a huge increase in your open rates and sales. Email marketing definitely works- you just have to do it right way.

You might even include a list of top ten tips specifically for members of media: "Top 10 poor financial decisions that young, ambitious reporters make."

Once reporters get to your web site, make them glad they did. Provide an area full of resource and background material just for them. This includes archived press releases, full biographies of you and your management team, publication-ready logos and photography, a history of your firm, and anything else that will grease wheels of media coverage. They’ll come back often if you do.