Download our PDF Guide to Email Marketing Success - Vertical ...

If you have a website, create an opt-in form
to capture contact details online. If you have
a storefront, you can use a guestbook or
fish bowl to collect business cards. If you
talk to prospective customers on the phone,
you can simply ask them. Just remember
that the barrier to entry should be as low
as possible, so the less contact info you
request the easier it will be to build your
list. Asking for unnecessary information
like phone numbers (unless you need this
info for a real reason) will lead people to
wonder why you’re asking for so much
and make them less likely to sign-up
or join the list. You can always ask for more
Hint!
information once they know you better or after they become a customer.
Remember to be up front with how you plan to use the information you collect. If you’re
going to send out a newsletter, then let customers know when they can expect to hear
from you. If you’re going to send special offers, be explicit wherever you ask for information
so they can see the benefit of signing up. Your email content provides added value to
potential subscribers in exchange for their willingness to share their details. When you
explain that email subscribers receive exclusive content and get first dibs on sale items,
you automatically give them more of a reason to join your list.
What ‘carrots’ can you offer
customers to entice them to sign
up for emails?
✓✓
Exclusive offers
✓✓
Coupons
✓ ✓ Valuable content that’s
relevant to your business
Nuture the Relationship for Maximum Potential
Collecting contact info is only the first step in establishing a connection with potential
customers. Once you’ve got their email addresses, you have to start providing them
with the great information you promised at the time of sign-up. The goals of your email
49