E-mail Address Acquisition Has Its Problems
Of course, you must change your Web landing page to accommodate prospects. Simply ask visitors if they're current customers. If not, make them a special offer on the spot and automatically e-mail them a series of offers.
Don't forget to take advantage of the power of viral marketing as another way to gather prospects' e-mail addresses. Offer customers additional sweepstakes entries for recommending friends, and then send the friends an e-mail driving them to the landing page. You'll be surprised how many people refer friends and how many of those friends come back and register.
David Dwek is managing director of Breakthrough Advertising, a New York-based direct response and interactive marketing agency. Contact him at (212) 754-1744, ext. 11, or e-mail firstname.lastname@example.org.