The big guys get it. Customers have emails and they open them. Apple, Costco, eBay, Amazon all find my email inbox on a regular basis Charter mail login. I also get a regular email from a local limo company. I don’t think I ever used them. What amazes me is that I don’t get an email from my barber or my doctor or my local hardware store.
I would be far more interested in getting a reminder from the barber, some updates on my doctor’s thinking on health or nutrition, or a sale on the latest cool tool, than I am to get anything from Amazon.
Marketers know that email blasts to your existing client list has the highest return on investment of any type of marketing. And it makes sense. It is always cheaper to market to those who have experience with you than those who haven’t.
Assuming that I have convinced you that sending out emails to your client base (and potential clients, too) is a good idea, the next step is creating an email list. There are numbers of ways to do this depending on the type of business you are in. Retailers would most typically just ask for it at the time of sale, or even if there is no sale. Take a page out of the playbook of Radio Shack who used to ask for tons of information about you before they’d let you have a 59¢ part.