John Federman

A key when collecting e-mail addresses is getting, along with the e-mail address, information about consumers' interests. According to John Federman, president and CEO of Boston-based one-to-one marketing firm Dotomi, marketers should ask as many preference data points as they can in the registration or sign-up form. "You want to find out as much as you can about a consumer so you're not wasting that consumer's time, and every communication you have with that consumer is deemed to be valuable," says Federman.

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