Along with “don’t talk to strangers” and “don’t touch a hot stove”, I wonder if the world would be well served by parents telling their children to never, ever buy email lists. No child is too young for warnings about spam traps.

However, just because buying lists is a no-no (yes, I said no-no), doesn’t mean that you are forever limited to the confines of your email database.

Not Could…Should
So, speaking of OpenSnow (yes, I have a one-track mind lately – snow – something the jet stream will hopefully mimic by choosing a track right below my neighborhood) they’re also building a massive email list of powder-loving skiers. A massive, active list with open rates topping out around 65% on a newsletter. Don’t worry, I had to pick my jaw up off the floor as well.

So, when I saw these tidbits in a few of his recent sends I was psyched:

Buying lists gives you a sketchy group with whom you have no relationship: a surefire recipe for low opens, spam complaints, and spam traps. Advertising in or partnering with a trusted list lets you lean on the relationship, list, and deliverability someone else has built.

They send the emails with a snippet about you. High reward. Low risk.

Options, Options…
I think Colorado resorts are lucky with the resources they have, but they’re not alone. I’ve also seen Vail Resorts tap into a resource in the Tahoe area through Snowbomb:

They have a ginormous list and great brand that Vail is smart to tap into. I wish I were plugged into the Eastern scene to know what the best resources are, but I am positive that something exists.

Email is still a king in the marketing world. Look for people who have strong lists (both in size and performance) and piggy-back your way to extra email reach.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.