E-mail Marketing: Three Tips to Improve Opt-in E-mail Results

1. Gather the correct information up front. In an effort to acquire as many prospects as possible, many online merchants ask only for e-mail addresses when consumers sign up to receive e-mails. While this gets more subscribers into your database more quickly — and you always can ask for more information later — the potential customers are much less engaged with your brand because they’ve given up little about themselves. Asking for more information, such as product affinities or home addresses, can provide prospects who are more receptive to your marketing efforts, Topica’s officials write. Test whether your lead generation rates increase or decrease in response to more or less information from your prospects. “If the numbers aren’t matching the [program’s] goals set, then the forms can be made less or more restrictive,” the whitepaper notes.