Open the door with multi-touch marketing

July 25, 2012

Gather email addresses and get better results from your next mailing

Did you know that adding a client’s email address to your marketing database can greatly increase the results you get from 1:1 print marketing? It’s true.

Clients who are willing to provide their email addresses tend to be more engaged with your company, more brand loyal, and more open to multiple marketing touches. Marketing to these people means that—regardless of the channel—you are likely to get better results for your efforts.

Having an email address also gives you the opportunity to do integrated 1:1 marketing campaigns that boost your response rates. For example, you might “prime the pump” for an upcoming direct mail campaign by sending out a teaser email telling customers that an exciting, personalized offer is on its way.

Or you might send a direct mail piece with follow-up emails to non-responders, nudging them into action.

How can you gather email addresses? Here are some ideas.

• Just ask.

When your salespeople or customer service representatives are speaking with customers, instruct them to simply ask if they are willing to provide an email address for company communications. You’d be surprised how many addresses you can gather simply by asking the question.

• Do a customer survey.

You don’t need an excuse to follow up with customers to ask how you’re doing. Send them a personalized postcard, thanking them for their business. Ask them to log into a personalized URL to give feedback, provide comments, and confirm or update their contact information. When they do, ask them for their email address.

• Use incentives.

Offer an incentive for response, such as entry into a sweepstakes or some kind of free offer. Send them to your website to fill out an online form or use personalized URLs to gather your data. When they opt-in and provide their email address, reward them with the giveaway or other content.

• Add a form to your website.

When people visit your site, make it easy for them to sign up for e-newsletters and other communications. Also make it easy to update their address and contact information, and, oh, by the way, their email address, too!

These are just some ideas. There are many more. What is your favorite way to collect email addresses?

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