E-commerce Link: Sign Me Up!
Between 20 percent and 25 percent of e-mail addresses change on an annual basis. An e-mail preference center gives recipients an easy way to share this information, and will help preserve your list size. Permitting customers to change their frequency preferences (for example, from biweekly to once a month) may make your program more complex, but you’ll save customers who might otherwise have opted out of your program entirely.
Create subsets of your list by source.
Marketers employ a variety of channels to collect e-mail addresses. These sources may include:
n sign-ups for your e-mail program on your Web site;
n online contest entrants;
n information captured during the online order process;
n addresses collected by your inbound call center;
n customer e-mail addresses identified through e-mail appending;
n names derived from co-registration and other online marketing programs; and
n information provided on printed order forms.
Some of these channels may cultivate more productive list members than others. One way to measure the effectiveness of these channels is to flag the source in your e-mail database.
You immediately can deduce that those who actively joined your e-mail program are going to perform better than names collected on a contest entry form. E-mail appending is of great interest to many marketers as a way to further communicate with customers, but these customers didn’t seek out the e-mail program, and they are likely to respond differently when compared to other sources.
If you set up your database properly by list subset, you will be able to conduct the analysis to measure the effectiveness of each group over time.
Growing a list of e-mail addresses is a major imperative for marketers today. But don’t think of this as a numbers game. Think quality, not quantity. Strong permission practices will result in a list that is responsive, and responsive lists make the cash registers ring.