Inbox Insider: Don't make e-mail opt in a requirement

Share this article:

Asking consumers for their e-mail addresses is a great way to start relationships, build profiles, track on-site behavior and send follow-up messages. However, requiring an e-mail address is sometimes a roadblock for consumers, who might not feel like sharing and move on.

For e-mail marketing company Mailer Mailer, giving up the requirement was instrumental in increasing white paper downloads, according to David Meerman Scott, author of World Wide Rave, in his keynote at SES New York on March 23. This, in turn, led to more blog posts about the content, which increased the company's search ratings, he said.

It's nice to get customers to opt in, but it can also turn shoppers off. I've shopped on some retail sites for friends and family, but have turned away when an e-mail address was required. I much prefer buying from a site that lets me shop as a guest and doesn't require long sign-up forms or e-mail opt-ins.

If a consumer is there and interacting with your brand, there is no reason to turn him or her away by requiring an e-mail address as the cost of admission. If the customer wants to know more, he will opt in himself.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

Message Systems Networks for Better Deliverability

Message Systems Networks for Better Deliverability

The Adaptive Email Network automatically adjusts users' emails to changes in bounce codes and traffic based on the real-time activity of other users in the system.

Six Must-Know Steps for Creating Dynamic Email Content

Six Must-Know Steps for Creating Dynamic Email Content ...

The definition of dynamic email content is changing--what marketers need to know.

Moosejaw Hikes Into Shopping Cart Abandonment Territory

Moosejaw Hikes Into Shopping Cart Abandonment Territory

Determining the right content and number of emails to send can be rugged terrain.