- Provide a Free Burger and a Chance to Win a Prius. Actually, Atlanta-based Ted's Montana Grill gave out desserts and a chance to win a Prius, but marketers get the idea. Offer an incentive. For B-to-B marketers, the incentive to opt-in may even be not having to fill out a form again—Thomson Reuters would use email clickthroughs as sign-ins for fact sheets and thought leadership reports.
- Offer Content. As mentioned in Tip One, Thomson Reuters gates content. Many marketers gate whitepapers to gain email addresses.
- Create Exclusive Access. This type of incentive is one the band "Honor Society" used to gain opt-in from its "superfans." The first five audience members checking in during each performance on a 2011 tour got to meet the band.
- Ask for Them In Other Channels. Even if the channel allows appending, email marketers say it's better to gain opt-ins from the customers themselves.
- Rent Lists From Third Parties Who Have Permission From Address Holders. In a May 2010 article in Target Marketing, Jeanne Jennings says: Work with a legitimate list owner or broker, know the average cost of legitimate email lists, insist on seeing a datacard, never agree to handle the email send on your own, always test when you're mailing to a new list, develop performance projections, have realistic expectations, monitor deliverability and include a reputation/deliverability clause in the contract.
Will email eventually be the only "cookie" left in the online tracking box?
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