E-mail Tips

Need to grow your e-mail database?

Getting e-mail addresses for customers and prospects remains a top priority. We’re pleased to bring you this ongoing series of tips to help you grow your e-mail database.

Tip: Many companies have an e-mail address collection function in place on the Web. To improve your sign-up rates, below the e-mail request box add text that informs your visitors of the special e-mail benefits they will receive upon registering (e.g., e-newsletters, purchase confirmations, delivery updates, etc.). You also can utilize a pop-up link to inform users of these special benefits.

Tip: Send your clients a "teaser postcard" showing the kind of useful information they can find on your site. Ask them to register for access by providing their e-mail address.

Tip: Request e-mail addresses from clients when they are signing up for a free-trial product or service.

Tip: Have relationship managers call prospects and customers and ask for help in updating your e-mail database, including the prospects’ and customers’ preferences for receiving information.

Tip: Appeal for e-mail addresses on satisfaction surveys and service evaluation forms.

Tip: Take every opportunity at client seminars, conferences, meetings and trade shows to request e-mail addresses from clients and prospects.

Tip: Petition for e-mail addresses on “customer visit” cards and sign-in sheets that clients can be asked to fill out when visiting your offices.

Tip: Ask for an e-mail address at the conclusion of inbound customer service and inquiry calls. Mention to callers that they can receive additional information related to their particular inquiry via e-mail.

Tip: Petition for e-mail addresses by sending a “bounce-back” business-reply card with every information fulfillment request sent out and with any client correspondence. (“Return the enclosed, postage-paid card and we’ll send you...”)

Tip: Prepare a “hot topic” article in the form of a white paper or news brief. (See hot topics link in e-mail; click here to return to e-mail). Prominently post the “hot topic” to your home page as a summary. Make the full-text article available in exchange for an opt-in registration. At the end of the article, ask if the reader would like to continue to receive this type of information via e-mail (the double opt-in) and/or include an icon for the reader to easily route the article to a colleague.

Presented correctly, this kind of opt-in system will be perceived by your customers as an added service of timely, accessible business information.

Note: Keep the tone informational and objective with an emphasis on benefits to the reader. Sales oriented materials would not be appropriate for this purpose.