If you are supplying good information, many of your visitors will want to keep in touch. Are you giving them the opportunity? This is one of the best and cheapest tools to use to corner the market. If you are not collecting email addresses off of your website you are losing possible custom.
Having said that getting the data is more than just sticking up a form, people are loathe to part with their details if you are not answering that question, Remember “Whats in it for me?” If your website gives you credibility and authority to the subject you are promoting it is just a little easier. You will notice I use some encouragement. Not only do I supply pretty good information about my subject. I am willing to give you a free report “10 things to do to improve your website ranking today” if you give me permission to send you a weekly tip on improving your website marketing.
Once you have the clients permission and their email address you can turn your site into a wonderful marketing machine as long as you don’t overdo it. Remember the rule “What in it for me?” If the permission is abused or misused, it will be punished with an unsubscription.
Things not to do with these addresses.
1) Send daily special offers
2) Send weekly special offers.
3) Send overly self promotional material.
4) Send pages of adverts from other people.
5) Send weekly newsletter with no value to the reader.
6) Send daily quotes or jokes if thats not the offering.
7) Send religious messages if thats not what was signed up for. 
Send cute “sparkly friendship messages” that were not requested.
You spam your list at your peril. If they asked for a weekly marketing tip, thats what they want. Yes a marketing message is expected, but a marketing message with nothing for the customer is not.
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Tags: Collecting data, email marketing, website marketing
