Did you know that you can greatly increase the results you get from your print marketing by adding email addresses to your marketing database? It’s true.


Clients who are willing to provide their email addresses tend to be more engaged with your company, more brand loyal, and more open to multiple marketing touches. When marketing to these people—regardless of channel—you are likely to get better results.


Having an email address also gives you the opportunity to send email teasers prior to the landing of a direct mail piece or to follow up to a direct mail campaign, nudging nonresponders into action.


How can you gather email addresses? Here are some ideas.


• Just ask. Next time you talk to customers, ask if they are willing to provide an email address. You might be surprised how many addresses you can gather simply by asking.

• Do a customer survey. Mailing surveys to get feedback on customers’ perceptions and experience with your company is always a good idea. When customers respond, ask them to update their contact information at the same time. That includes their email address.

• Use incentives. Use your website to allow customers to enter to a sweepstakes or respond to a free offer. When they opt-in, ask them to provide their email address before they access the offer.

• Add a form to your website. When people visit your site, make it easy for them to sign up for e-newsletters and other communications. Also make it easy to update their contact information, and, oh, by the way, their email address, too!


These are just some ideas. Talk to us about these and other techniques for building your email database and driving even better responses to your print marketing.