Capturing data isn’t easy, especially if your data collection techniques only go as far as a newsletter sign up button or a obligatory ‘tick this box to sign up to our newsletter’ on your website’s registration or contact form. We all know the importance of data, and without it email campaigns would be a little tricky to say the least. So here are a few useful pointers to help you collect more email data…
Don’t ask too much
The more questions you ask when collecting email addresses, the lower the chances are that customers will complete the process.
Providing you capture the essential details at the initial sign up (email address and first name), you can obtain more data at a later date. Preference centres are a perfect way for customers to provide you with more data so that you can tailor your communications to them. Take opportunities such as welcome emails to give the customer a chance to manage their subscription, stating what they are interested in receiving and how often they’d like to be contacted. This helps minimise the number of emails being left unopened and unsubscribed from.