Your most reliable collection point for e-mail addresses is a dedicated subscription page at your Web site, but it's not the only source.
Online vs. Offline Acquisition
Your subscription or registration page is the best source of e-mail addresses, for two reasons:
• Verified information: Your subscribers are providing the information and are responsible for its accuracy. Depending on how you set up your subscription page, you might be able to help them verify it.
• Consistent message: Your e-mail program's value proposition and benefits are presented exactly as you intend them.
As reliable as online collection is, it lacks the personal touch of a persuasive salesperson at the cash register or on the sales or trade-show floor. With the right point-of-sales (POS) equipment, your salesperson can enter the e-mail address during the sale, while the customer's interest is red-hot. You also have exposure to a wider range of customers, not just the ones who shop online.
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