What?s the Value of an E-mail Address?

Although it may not be practical to put a dollar-sign value on an e-mail address there are many financially-savvy reasons to start collecting e-mail addresses if you haven't already begun. If you have, keep reading for a few more tips on e-mail address collection at the end of this article.

Communicating by e-mail has a number of benefits:

1. Quick response ?- You'll be able to measure the effectiveness of your message in about 48 hours, which also means if you are asking for donations to a non-profit organization or selling something online you'll have money in-hand sooner than you would with direct mail.

2. Learn something ?- A content strategy that tracks the recipient's activity within the message will teach you something about their interests.

3. More affordable ?- E-mail allows you to communicate for pennies per message instead of the dollars per message it costs to send direct mail.

4. Better results ?- Response rates to e-mail communications are often better than traditional direct mail.

5. Segment & strategize ?- The technology available to deliver thousands of e-mail messages at a time also enables you to segment groups and target specific groups of people with a message just for them.

6. It's the culture ?- Most professionals who work at a desk every day (and many who don't) are accustomed to using e-mail as a regular form of communication. According to the 2004 Pew Internet & American Life Project, 93% of online Americans use e-mail.

The e-mail addresses you have already collected, just like mailing addresses, are most valuable when they belong to the people who are connected and informed participants in your organization. Many organizations who consider "buying" an e-mail list will soon learn that their money will be wasted on strangers because their best prospects are the ones who are already acquainted with the good work you do. Therefore, it is worth the effort to cultivate your current list and do all you can to acquire their e-mail addresses and their permission to communicate with them by e-mail.


How to collect e-mail addresses:

1. Provide a subscription form on the front page of your website and then give them something to subscribe to: an e-mail newsletter, weekly tips, articles, resources, etc.

2. Remind people to subscribe to your e-mail newsletter in the signature of every person-to-person e-mail message you send out. Have every employee and volunteer do the same.

3. Instruct your staff and volunteers to keep this "top of mind" -- ALWAYS ask for an e-mail address: in person, on incoming and outgoing phone calls, visitors, events, etc.

4. Include a line for "e-mail address" on every return-reply mailing, including event RSVPs.

5. Determine a method for collection ANYTIME you are face-to-face with donors. Don't forget events that have volunteer sign-in sheets, raffle ticket sales or silent auction bids/purchases.

6. Implement a "forward-to-a-friend" strategy and consider offering an incentive for people who send multiple forwards.

7. Avoid being accused of spam ?- be sure to share your privacy policy with an assurance that you will not sell or share their information and, by all means, ask their permission to contact them through e-mail.

Merritt Olsen is a freelance writer and marketing consultant specializing in online and e-mail marketing. Need unique content for your e-mail newsletter that you can't find here? Merritt has the experience and the savvy to write about a variety of topics and can be reached through www.tomorrowsdonor.com.

Copyright © 2004 Merritt Olsen & The Pursuant Group. Permission is granted to reprint this article in print or on your website so long as the paragraph above is included and contact information is provided to www.pursuantgroup.com.

In The News:


pen paper and inkwell


cat break through


Protect Yourself from Being Accused of Sending SPAM

Email is a vital part of doing business online, but... Read More

Guideline to Hiring an Email Marketing Company

A common practice in today's e-commerce environment is to use... Read More

What Good Is An AutoResponder?

A term that confuses just about everyone is "autoresponder". When... Read More

Explode Your Sales By Building Your Own Opt-In List!

Top 10 Ways to Quickly Build Your List Have you... Read More

Power at your Fingertips

It is just amazing. Power right at your fingertips. It... Read More

Email Marketing 101 - What You Must Know Before Starting an Email Marketing Campaign

Before you start an e-mail marketing campaign it is important... Read More

Email Autoreponder ? How to Put your Business on Autopilot

Answering emails can take up a significant portion of the... Read More

The Game Is Changing, Are You?

It's happening. Again.The Internet marketing 'game' is rapidly changing... again.Email... Read More

Could This Be The End of Sp^am?

The war on sp^am has so far been waged on... Read More

Email Marketing 2005?Do?s & Don?ts

Email Marketing 2005?Do's & Don'ts1. Make sure all your email... Read More

Website Promotion Through Newsletters

Website promotion is certainly a main focus of all business... Read More

Having an Opt In List As an Affiliate Marketer Is Crucial

What is an Opt-in List and what is its significance... Read More

Using Internet Direct Mail To Increase Your Company?s Profits

"I want to sell my company's products on the Web,... Read More

The Wrong Email Format Can Destroy Your Offer

Which email format is more effective to use, Text or... Read More

Lesson #2: Different (and Profitable!) Ways to Use Smart Autoresponders

So, autoresponders allow you to automate the process of instantly... Read More

Who Else Wants to Sky Rocket Their CD Sales, Fan base and Indie Music Career?

If YOU Answered YES, Then Start An Online Newsletter?It's Easy,... Read More

Analysing Autoresponders

An autoresponder is an automatic or software-mailing program. Why... Read More

Viral Marketing with Your Signature File

Computer viruses are usually a bad thing. They can compromise... Read More

How To Create Gold With Email Promotions - Part 1

First make sure that the people you are sending your... Read More

Build Credibility With an Email Course

When you are an expert, you sometimes forget that others... Read More

How Autoresponders Boost Sales By Up To 400%

Imagine going to bed and waking up in the morning... Read More

Why Email Marketing Matters

According to a study by the Winterberry Group, email marketing... Read More

Paradigm Shift for the New World

In the business world, the primary focus is on selling... Read More

How to Structure an Email Follow Up Series

Marketers the world over use follow up autoresponders toincrease sales.... Read More

Creating A Newsletter And Making Your Website Magnetic

Creating a newsletter is an ideal way to drive repeat... Read More

Choose The Right Business For You In Less Than 15 Minutes

3 Characteristics Of "The Right Business" ModelThe business must service... Read More

10 Tips for Effective Email Sales Letters

1. Write Your Objective - Before you write your sales... Read More

Spam! Whats the Real Problem

Most people now know the official definition of spam- Unsolicited... Read More

Autoresponders for Beginners

Hi you may or may not know that your Autoresponder... Read More

E-Marketing Deliverability Issues

Does it seem to you that when you view "openings"... Read More

Web Advertising: How To Increase Traffic By Offering A Free Course

One web advertising strategy that can help you become popular... Read More

3 Essential Tools for Email Marketers

Marketing your business with email is an art.It's very easy... Read More

Email: When You Dont Get a Response

The lack of an email response is an issue I... Read More