Email addresses are crucial to your marketing strategy, because they are the one sure method you have to reach back out to customers without having to spend money to reach them again with paid advertising (or just waiting for luck and chance to bring you back).
But it probably hasn’t escaped your attention that email addresses are hard to collect.
In fact, only about 2% of all website visitors will give you an email address – and that’s if you do everything else right. But opting out of email marketing isn’t wise, for two big reasons:
So the question shouldn’t be “should we try to capture email addresses on our website?” Rather, it should be “how can we maximize our ability to capture email addresses on our site?”
In order to capture more email addresses on your site, you have to deploy several different techniques. Just putting the “please give us your email” plea in your footer just isn’t enough! Sure, put an email signup in the footer, but then go a few steps beyond.
You have many options for collecting email addresses in your website.
Remember that relevance is king when it comes to marketing. So think about list management when you think about email marketing. Do you have some customers (or prospects) who are more interested in custom, others who are more interested in bridal? Perhaps you have a following for designer fashion? If you create a list for each of these interests, you can do a better job of sending more relevant email to them. You can even have different email subscription “rules” on different pages, sending the subscriber to the right list based on the interest suggested by the page they are on.
Put a bit of effort into email address capture and list segmentation, and over time you’ll realize the benefits of this undeniably numbers-driven pursuit.