Get on the e-mail boat-now!

In the last week or so I've had conversations with two different clients that went like this.

  • Me: "So about how many member e-mail addresses do you have for this group?"
  • Them: "Uh, I think about... I'm not sure. Maybe a couple hundred?"
  • Me: "Is it part of your application process to collect an e-mail address?"
  • Them: "Yes. Well... it was on the online app, but I think... (to the other "them" at the table) do we have it on the form in-branch? I think so."

People. PEOPLE! You need to be actively collecting e-mail addresses. Here's why, courtesy of my Twitter friend Ron Shevlin who tweeted the link (e-mail me if you are scratching your head over "Twitter" and "tweeted"):

E-MAILS SENT TO HOUSE FILES FOUND TO PRODUCE HIGHEST RETURN-ON-INVESTMENT FOR SOLICITING DIRECT ORDERS

ORLANDO, FL, OCTOBER 13, 2003 — A new landmark study from the Direct Marketing Association (The DMA) found that e-mail offers, particularly those sent to in-house customer lists, produced the highest overall return-on-investment (ROI) for marketers focusing on soliciting direct orders, generating leads or building store traffic.
Copy and pasted totally without permission from The Direct Marketing Association
— Copy and pasted totally without permission from The Direct Marketing Association

There's more to this article (and I sincerely apologize for the screaming caps– their choice, not mine) but you can see why it's VITAL that we are building e-mail databases.

There's no excuse. You're sitting at your computer right now, so you can e-mail everyone who needs to make this change. I mean it.

Nala