On the Web: An E-Commerce Holiday Checklist, Part 2

Test pop-up ads to capture email addresses. The Golf Warehouse frequently uses a sweepstakes pop-up ad to acquire email addresses. Birkenstock Central often gives away a free gift (e.g., socks) in exchange for an email address. Test offers, sweepstakes, a deal-of-the-day or even just ubercompelling creative to see what helps consumers want to give you their email address. Pop-ups will work. If they don't, it's likely because your bias against them is keeping you from developing killer creative.