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Why is it important to be transparent about why you want someone's email address?
How important is it that companies are transparent for their reasoning behind wanting to get your email address? What are some best practices for going about this?
This question was derived during the Focus Marketing Roundtable: Growing Your Email Marketing List. Answers may be included in an upcoming report.
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3 Answers
Both Marco and Dennis have excellent points to this discussion. I believe that being transparent is about setting the right expectation with your subscriber. Starting at the beginning of not only what you are going to deliver, but why? The end result is an engaged customer that learns more about your product, company and people and eventually actualize longer lifetime value.
Secondarially, we need to look at setting the right expectation to ensure that we can deliver our message. The last thing that marketers want is for the subscriber to mark their email as spam. To help in preventing this, make sure that your website copy AND your welcome email communicate clearly what you're trying to accomplish and communicate.
Hi Lauren, when thinking of your list or subscribers, it's important to focus on quality over quantity. The more transparent you are with why you're asking for an email address, the more engaged those subscribers will be. More engagement leads to better deliverability and overall ROI. In a recent Marketing Sherpa case study the Indianapolis Symphony cut their email database by almost 96%. And turned their email marketing program around as a result, doubling their online sales by focusing on the people who did want to hear from them and forgetting about those who didn’t.
100% agree with Marco on this. The more hyper-transparent you are the better.
Also, in the EU and other countries you have to gain explicit opt-in anyways and tell them why.
As long as there is hyper-transparency that certain data is needed by the end-user about them to give them a personal and more welcome experienced with your site and emails.
If you look at our forms http://www.eloqua.com/contact/ you will see "Fill out the form below and we will follow up via email or phone. You will receive a set of informational emails customized to your interests. Eloqua will not sell or disclose your information to third parties."
and an optional section to give us more information.
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