Email Applied: A (Big) Piece of the Puzzle

Use Social Media to Collect Opt-In Email Addresses
Those who follow your brand on social media are certainly involved with your company. They may even be more avid than your site visitors. Therefore, promote your email program to them. Consider some of the following examples:

• Chico's, the women's apparel and accessories retailer, gives 10 percent off the next purchase for those who sign up for its email program on Facebook. It also runs contests and promotions on Facebook and Twitter. To enter, one must provide an email address and give opt-in permission. Chico's website also promotes the sign-up offer both with a pop-up ad that appears when one first visits the site and again on the homepage.
• Papa John's Pizza promotes its rewards program on Facebook. The registration page collects name and address information, opts registrants into the company's email program and also collects mobile information to send automated calls and text messages. The rewards program is also promoted on a navigation tab on Papa John's website.
• Bed Bath & Beyond provides a 20 percent discount on one purchase. The registration form collects full name and address information, and provides several options. Interested individuals can opt into email news and promotional offers, circulars and postcards via direct mail. The form also provides instructions and a short code so that individuals can sign up for mobile text alerts. The retailer's website has a similar page accessed from the top navigation toolbar.

Furthermore, some retailers have in-store kiosks or tablets that allow shoppers to sign up for their email programs. The usual enticement is a discount offer.