Brick and mortar business owners and managers who decide to make email marketing part of their overall advertising strategy have to ask themselves, “How do we get email addresses, especially from customers, rather than buying email lists?” If it’s you asking the question, here’s your solution:
First, like any marketing program, this requires creativity, so let your imagination go and have fun.
Spam laws put many restrictions on email marketing. One is that you must get permission from your customers and prospective customers before sending emails. You can either have them write their buy email list email address down for you, have them send you an email, or have them register themselves at your Capture Site, a site designed to get their contact information- including that precious email address.
If your customers or patients already fill out any kind of form or questionnaire, just add a line asking for the email address. If you want to increase the percentage of people who do write down their email address, you can review that form and ask them for it whenever you find the email address was omitted. To ease their anxiety you may also want to include some verbiage explaining that your policy is to never allow outside access to their email information by any third party. If you don’t use any type of form or questionnaire, consider creating one.
If you offer any service that requires your customers to email you, for reservations, to confirm appointments, to pre-order products for pick-up, to check availability of items, or for any reason at all, you then can add that email address to your data base. If you don’t currently do anything like this, ask yourself how you might add a request for your customers’ emails. Look for something that will enhance the services you offer. Once you do get their email address you can go to your capture site or autoresponder provider where you can input their information yourself.
If you have a computer terminal available at your place of business where a customer can input their information, you can leave your capture site up as your “home page” and suggest they register before they leave.
Just like anything you sell, your customer must clearly see the value they will get from what you offer. Exchange value for their email address. Consider composing a flyer that tells them why they will benefit by being on your subscriber list. If they see themselves benefitting and don’t see any down side- they’ll register.
Remember, you can buy email addresses depending on the type of business you run. List brokers are everywhere just waiting to take your money. But be careful if you go this way. Government rules regarding spam are very restrictive. And all lists are not good lists, most are not. Plus, why pay for names when you have customers who can be persuaded to register? It is far better to get your email list from your customer registrations rather than buying any email list.