Inbox Insider: Marketers should merge e-mail and mobile opt-ins to build lists

E-mail and mobile technologies are becoming ever more entwined. Like many consumers, I check e-mail on my mobile phone and respond both via phone and online. E-mail marketers should take advantage of these multiple touch points and use them to build their lists. For example, marketers should include links to opt in to their mobile programs in their e-mails, which are accessible via mobile devices, and vice versa.

At the May 18 Direct Marketing Club of New York breakfast, representatives from marketers including 1-800-Flowers, Self magazine and cosmetics firm Coty talked about their mobile strategies, and mentioned e-mail a lot. All of these brands are using this multichannel approach to build lists and drive sales across channels.

1-800-Flowers uses its e-mail campaigns to promote its mobile marketing programs. For instance, consumers reading e-mails on mobile phones can click to view a mobile-optimized message, then opt in to the brand's mobile program.

Self uses mobile applications to build its e-mail subscription list. Consumers can opt-in to the magazine's e-mail list while engaging with free content on their phones. Self's approach is to put e-mail registrations on all properties across channels, and to also promote mobile offerings in print.

Giving consumers the option to choose how they want to interact with your brand, be it through e-mail or mobile phone, is a great way to ensure they will engage your content.