When collecting information from prospects for your email marketing list, you don't want to overwhelm them with so many requirements that they pass on signing up at all.
At the same time, there is certain basic information you should collect to make sure your list has value.
In his new book The Constant Contact Guide to Email Marketing, Eric Groves of Constant Contact suggests three "non-negotiables":
"First Name: That way you can personalize the salutations in your emails."
"Special interest: If your audience is made up of distinct groups that require special information."
"Geography: If you're sending event invitations to people in multiple areas who aren't willing to travel, or if you have a need to send promotions related to a specific business location."
The last one may be most appropriate if you market all over the country, or all over the world, but still send certain locations-specific invitations and announcements. It may not be so important if your target-market is geographically limited.
So limit the "required" fields in your email sign-up form to two or three at the most. More prospects will complete the subscription process, growing your list faster and giving you an opportunity to turn those prospects into customers!
PerAspera Consulting, LLC is a Kansas City-area Constant Contact Business Partner. Sign up for a free 60-day trial, or get a copy of The Constant Contact Guide to Email Marketing at amazon.com.
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