Before you pull the trigger on that next e-mail blast, you should have your target audience lined up and clearly in your sights. Being fast on the draw is useless if you can’t shoot straight. When you’re gunning for more customers and you want those notches on your belt, you need to use the right ammo. So don’t get trigger happy, holster that message until you clearly define your intended target. Blasting away will only get you a spot on Boot Hill with your customers.

Get permission, deliver appropriate content to the appropriate audience and have a conversation that will build the relationship over time. It’s not a one shot deal! We all have itchy trigger fingers but the target is all that matters. Remember…. anticipated, relevant and personal!