Four Missed Opportunities for Acquiring Email Subscribers

Author:

Simms Jenkins

Source:

I recently discussed how many leading websites make it difficult to find and/or sign up for their email offerings. I want to continue the theme of missed opportunities and now bring attention to the fact that many companies fail to leverage some of their best opportunities to capture data.

Any company that communicates with customers and prospects outside of their website should be utilizing that customer touch point to potentially acquire email subscribers and other opt-in opportunities.

So, where do you start if increasing your email database and decreasing the costs of other marketing channels are priorities?

Today, let's consider four areas: point of sale, call center, in-store experience, and sales calls/marketing collateral. In part two, we'll consider five others.

Point of sale: You may ask, "don't you want their email before the sale, not after?" If you want to build loyalty, retention, and ongoing relationships and sales with your current customer base, then you absolutely want their email address. Of course, you want them to opt in to future emails so you can send them more information.

Capturing email in a way that doesn't interfere with the transaction and is recorded in an accurate and timely fashion can be ...