Below is my top five ways to leverage email lists.

• Publish a newsletter. Create engaging content about the industry you serve and package it in a monthly newsletter delivered via email. Be sure to bring up solutions that your company is offering. Promote your business. Newsletters are also a great way to stay in touch with customers. Have a section that promotes dialog by highlighting a customer success story or a “question of the month”. If you decide not to build an in house newsletter management system, I would recommend looking at Contact Contact.
• Offer promotions and specials. Use your list to alert customers of new promotions, discounts, or cross buying opportunities. You can even be more creative by having contents and free give aways.
• Send out surveys. In order to properly service your customers, you need to know what they want. What are their concerns? What are their issues? In addition you have to make sure you are tapping all possible revenue streams from your customers. One of my favorite tools for this type of activity is Survey Monkey.
• Make announcements. Publicize events, trade show participation, or marketing campaigns. Most importantly you can announce new products, features, and upgrades to your service.
• Bring traffic to your site. Use lists to advertise your services and get more potential customers looking as your website.

I have found all the above tactics to be an excellent use of email lists, but the most important thing to remember is to use restraint. Don’t be a spammer!!!!