Seven Fresh Ways to Score With E-mail Marketing

4. Keep aware of the e-mail address changes of your customers. Develop strategies to retain valuable customers before you’re forced to spend more money to reacquire these same customers because of an e-mail address change.

5. Co-registration — when two sites partner to build their respective e-mail lists. When visitors to your Web site register for your newsletter, they’re offered the chance to sign up for newsletters from the partnering Web site. According to the Internet Advertising Bureau, co-registration grew 290 percent in 2005, to 753 million. This is a highly cost-effective tactic to grow your e-mail list. Partner with someone who targets the same customers as you and doesn’t offer a product mix that directly competes with yours.