Bet you didn’t realize how easy it can be to grow and penetrate your house e-list

By Reggie Brady

Many catalogers make it almost too easy to sign up for e-mail. They only capture e-mail addresses because they fear additional questions will depress completion rates. Ask for name and address information, but make information submission optional.

If you only have an e-mail address, use appending services to learn more about your e-mail registrants. Get names and addresses to use in the personalization and segmentation of your e-mail campaigns.

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Reggie Brady Author's page Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.

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