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

2. Make it a club: Provide special discounts/promotions to club members, but require them to give you their e-mail addresses to become part of the club.

* Avoid unsubscribes. It’s required to have an unsubscribe button, but too many retailers simply allow subscribers to click this button without finding out why they’re leaving. Give them options to avoid unsubscribes. For example, many times you overmail subscribers. At your unsubscribe page, have a triggered message that allows subscribers to alter their contact frequencies (e.g., weekly, monthly). Or give them the option to only receive e-mails on certain topics.