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"):
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.