Tips to Building Successful E-Mail Lists, Part 2 of 3

1. Maximize registration. Put a plan in place to collect as many e-mail addresses as possible online, and get more information than just the e-mail address at the time of registration, Brady said. Capture consumers' names so you can personalize future communications; their postal addresses — although you can make this field optional, but it proves useful if they already buy from your catalog and you can match this data up to learn more about their purchasing behaviors; and content preferences allow for better segmentation and help you speak to customers on an individual basis. Don't ask for their entire life histories, Brady cautioned. The longer the sign-up form, the fewer completed registrations.