If you want to build a list of potential customers, you generally have to be a little bit more strategic, and be prepared to invest a little money to "buy" your list. As a rule, people will only be willing to give you access to their inbox if there is something in it for them.

Many options for collecting new contacts exist from running small in store promotions to large scale advertising where entrants go onto your potential customers list.

As an example, a resort might run a promotional campaign in a newspaper, offering the chance to go into the draw for 3 nights accommodation simply by going to their website and signing up for their Accommodation Specials Newsletter.

New and existing customers are the easiest source of email addresses for your database. You should never let a customer leave your place of business without at least asking for their email address. Depending on the nature of your business, this can either be done at the point of sale, or through in store promotions.

Your website can be a lucrative source of email addresses from potential customers. You can do this in a number of ways, including email subscription forms, enquiries forms, order forms and feedback forms.  Always make sure that permission is given before any emails are sent.

For some businesses, the best way to build your list is to go out and ask for email addresses one at a time.

This is particularly true for business-to-business (B2B) markets. Your emphasis here is on getting permission to send information through via email.

This can be done over the phone (either by yourself, sales staff, a professional telemarketer, or in person).