Email address acquisition

In order to send opt-in mailing campaigns, an extensive but clean database gives you more opportunities to increase your reach. Email is not the ideal acquisition tool, leverage your offline and online acquisition activities to drive email registrations, think about all your other marketing activities.

How can you collect these addresses? Several opportunities are offered:

Online registration

Online registration can be done by filling in a registration form on a website, micro site or landing page. Provide compelling reasons for the registration, or add a clear call to action to convince them to subscribe.

Make clear where your registration form is located and take into account that it is published on every page. If you want to create good permission based communication, you have to make email registration a priority.

Networking / B2B registration

Everybody interacts with others. On the street, at work, in free time and so on, through different channels like phone, fax and face-to-face. Each of these moments is a chance to collect email addresses.

As an organisation you can collect these data in a general, centralised database to get an overview of their contacts. But keep an eye on the essential remark of the opt-in legislation. You need to have an explicit permission to send your email. E.g. receiving a box full of business cards without asking opt-in permission in B2B-trade shows doesn’t give you the right to mail all these contacts.

Offline / location registration

Web presence is one possibility, networking another, but if you do have a physical location, you can collect registrations offline and directly from the visitors too.
Shops and stores have several high traffic areas where your clients often spend time, e.g. restaurant tables or cash register lines. Use these zones as an opportunity for opt-in mails.

A small remark on this, make sure you follow-up these opt-ins seriously. You finally gathered useful information? Then use-it wisely.

Always keep in mind that quality is more important than quantity. A good, clean database is a great start for efficient and effective email marketing.

One Comment

  1. Stijn Verbruggen
    Posted September 13, 2007 at 6:22 pm | Permalink

    Don’t you think the acquisition of emails is rather simple today? Nobody is affraid to give an email address because it’s still quite anonymous. The real effort is in gathering the right data, email addresses are just a part of the data you want to get from your consumers. “What is the best way to gather the required data?”

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