E-mail marketing is a godsend for small business owners. An effective, targeted e-mail-marketing campaign can drive traffic to your site, put your name in front of qualified prospects, and turn leads into sales — for much less than a traditional direct-marketing campaign.

But how do you develop your e-mail list? You have a few options: create your own list, buy a list, or both.

Do It Yourself

Many businesses build their own lists by harvesting the names and e-mail addresses of visitors to their Web sites and their stores. This is probably the most effective way to assemble lists of qualified prospects.

Ask visitors to your site to check a box and enter their name and e-mail address if they want to receive related mailings. And be careful to protect the names once you collect them. Do not sell or distribute them for others to use (or misuse) unless you give fair notice on your Web site.

Build a list of your current customers, and include each new customer on future mailings and promotions. It is important, however, to obtain the permission of each and every person. It’s basic business marketing and it works.