Join the Exchange

— Steve Meyer, director for Data Warehouse Implementation Services Practice, Quaero, Charlotte, N.C.

What to ask customers who want to opt-in to receive your e-mail messages: e-mail address (of course); areas of interest in products or services; demographics; contact information, such as mailing address and phone number; shopping preferences (e.g., closeout items only, brand-name items, specials); "reminders," such as when consumable products should be re-ordered; referrals; and how they heard about your site or offerings.

Use this information to provide targeted e-mail offers based on interests, geography, gender or merchandise.

— Edward Fischer, ClickAction, Palo Alto, Calif.

Do you have tips you'd like to share on e-mail opt-in best practices? Send your ideas to Irene Cherkassky, Senior Editor at icherkassky@napco.com.