Offline operations drive online subscriptions.
Banana Republic is one of many companies using its retail stores to build an opt-in database. Think about this: Anybody walking into your shop is a prospect worth having on your email list. They already know your brand, and probably like what you've got to sell. So strike while the iron is hot and offer them a newsletter they can't refuse. Make the sign-up easy -- asking only for the most basic information -- and the newsletter irresistible. Keep a pad of paper and a drop box next to the register and have your sales reps asking for permission. Just get the opt-in before they leave. If you're selling cosmetics for example, offer a fun new makeup tip each week. There's no reason for them to say no. So leverage your in-person contact with them, and offer an email they can't refuse.
The lesson: Once you've lured them into your shop, the hard part is over. Now just get them on your subscriber list and you can market to them again and again -- 52 times a year.
Text from GasPedal Ventures who also have 11 great strategies to double your email list for free.
Tuesday, January 29, 2002