Tips to Building Successful E-Mail Lists, Part 1 of 2

2. as a way of proving the people you’re rewarding — either employees or subscribers — are providing you with new and valid e-mail addresses.

* Why reward your subscribers? People do what’s in their self-interest, Hughes said. Ask yourself why they’d want to subscribe to your e-mails. Think like a subscriber, not a provider. Subscribers enjoy information and news; recognition that the company remembers who they are (e.g., personalization of the e-mail); being treated with excellent customer service; an easy way to shop; perks and discounts because they’re loyal; and some sort of reward for signing up.