Shop Talk: 6 Ways to Acquire Consumer Email Addresses

6. Make it easy for consumers to sign up for your email program. For example, don't require a password unless it's absolutely necessary. Also, never ask them to create a nickname; instead, have them use their email address as their name. Why? Every day companies lose subscribers who have forgotten their password or nickname (or both) and find it too much of a bother to go through the process of creating a new one. Set a goal for subscriber acquisition, checking each month to make sure you're on the road to reaching your goal.