E-mail Sign-up at Purchase Is Top List Building Tool

To grow e-mail opt-ins, 63% of marketers found e-mail registration during purchase very effective for list building, yet only 41% of marketers used the tactic to collect e-mails, according to MarketingSherpa's latest E-mail Marketing Benchmark Report survey. Capturing e-mail addresses during purchase involves both online and offline transactions, and appears to be a continuing challenge for marketers. Online issues include required e-mail subscription as a barrier to purchase, communicating the value of joining an e-mail list, location of the e-mail sign-up request (shopping cart or thank-you page), clarifying opt-in options to avoid unsubscribes, and excess e-mail post-purchase. Offline issues include set-up and training for coordinated e-mail collection via stores, call centers and direct mail, and providing incentives for e-mail sign-up, such as contests, coupons, additional discounts and exclusive content. For more detail on the benchmark survey, go tohttp://www.marketingsherpa.com/article/chart/registration-during-purchase-list-building