One of the most valuable assets any company can own is the contact information of both their potential and current customers. Previously, that information included phone and mailing address. The cost of phone and paper marketing climbs higher each year, and the return on investment (ROI) keeps dropping. It’s more important than ever to ask your potential customers and current customers for their current e-mail address. This vital information allows you to reach them directly with promotions, information (newsletters), and questionnaires with a few keyboard taps. 

 

How do you get permission-based e-mails?

 

1. Ask for the e-mail! If you already have a mailing address list of your customers, this can be a great way to engage your current customers and ask for their e-mails. Businesses looking to add a digital communication tool for their customers will often send a mailer offering a special discount, exclusive newsletter, limited time offer, etc., if their customer registers their e-mail address on their website. While the initial cost of this tool may be more than you’d like to spend, consider the return on investment if only 10% respond and provide their e-mail address. The likelihood of this 10% of your customers doing more business with you is greater than the 90% that potentially threw away your mailer and are more likely to throw out any future mailings. You just increased the lifetime value of your customer list.

2. Use your website to collect it!  Most businesses have a website. If you’ve gone to the trouble of having a website created and maintained, it will only take a couple of hours for a web designer to create an e-mail opt-in. Some businesses use a pop-up box with a special offer attached to imputing and confirming a potential customer’s e-mail address. Others offer the option to opt-in their e-mail address for exclusive newsletters and possible discounts later. Whichever option you choose, make sure you have an e-mail auto-sent to the customer where they can confirm their subscription. It is highly recommended that e-mail collection happens on your website home page or any ad-driven page.

3. Snag existing e-mail referrals. Another great source of warm e-mail marketing leads comes from your existing clients. In a newsletter or promotional e-mail, it’s okay to ask for the address of a friend or family member who may also want to receive the newsletter or promotion. Those collected e-mails should go to the warm lead thanking their friend or family member for thinking the new recipient may enjoy the content. Ask the warm lead to confirm their subscription. This confirmation makes them a new permission-based e-mail.

4. Telemarketing. When customers call in, make sure your telemarketing associates have an updated script requesting the caller’s e-mail address and their permission to be added for updates, newsletters, promotions, etc.

 

Start creating your permission-based email list today. Organizations utilizing solid e-mail marketing campaigns find a higher ROI and increased sales, engagements, new customer conversions, and repeat customers.