E-mail Address Acquisition Has Its Problems
But You Still Can Devise an Effective Strategy. Here's How.
By David Dwek
You would think that direct marketers would be the first to embrace e-mail marketing.
After all, direct marketers should appreciate the $10/M to $30/M promotion costs, the 15-percent to 25-percent click-through rates and the power of communicating one-to-one with customers.
If you're not e-mailing your customers, you're not alone. Surprisingly few direct marketers have successfully transitioned into e-mail marketing. Why? First, many customers and prospective customers have multiple e-mail accounts, making it difficult to know which e-mail address to use.
Second, e-mail addresses age very quickly. And third, sending e-mails to people who don't want to receive them can hurt your brand and generate ill will.
But there are sound strategies for cost-effective, efficient e-mail address collection—without negative side effects.
What's It Worth to You?
How much are you willing to spend to acquire a customer's e-mail address? To determine this, estimate the value of an e-mail address to your business.