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Why Email Capture?

 

Ok, before we get too deep into Email Capture Strategy let’s first look at the reasons why email capture is something that you must focus on this year if you want your business to grow.

1. Why should I Email Capture? Simple, it will keep you in the battle longer.

This is the question where everyone starts. The precise reasons why you should email capture vary from industry to industry but the theory is similar across the board. There is so much information that is coming towards the average consumer it is important to capitalize as much time (attention) of the consumer as possible. In order to do this successfully, you should start with a simple email capture. Even if the client does not buy something before leaving your site if you are able to capture their email before they leave you’ve ensured that you will have another chance to try to make a sale at a later time.

2. Won’t Email Capture mean I will have to follow up on more emails? Yes, but you can automate most of this.

Yes and no. You will have more emails that you will need to follow up with because of a good email capture system on your site…. But this does not mean that you have to follow up with all of these emails in the traditional sense. Meaning it is possible to automate follow up sequences programmatically so you do not have to physically type out and send each response. There are many good providers for automated follow up, we have found a great deal of success using the Actionetics platform from ClickFunnels, we have also used SendGrid as well as Constant Contact. We’ve tracked much better open rates using SendGrid so if you are not already using  Constant Contact we recommend going straight to SendGrid.

3. Email Capture can be used for verification and fact-finding.

By using the email address that you’ve captured to do a little bit of detective work about a sampling of your customers you can learn a great deal about who they are. This deeper understanding will allow you to devise better ways to identify their needs and increase your chances to be able to connect with your customers. This can be done by doing something as easy as dropping the email address into a Facebook or Linkedin search. You’ll be surprised how much you will learn about your clients.

3. Email Capture can be used for verification and fact-finding.

By using the email address that you’ve captured to do a little bit of detective work about a sampling of your customers you can learn a great deal about who they are. This deeper understanding will allow you to devise better ways to identify their needs and increase your chances to be able to connect with your customers. This can be done by doing something as easy as dropping the email address into a Facebook or Linkedin search. You’ll be surprised how much you will learn about your clients.

4. Email Capture will allow you to connect with customers on more channels.

In addition to being able to learn about your customers on social media networks by using their email address, you will also be able to connect with them. If your social media strategy is even mildly aggressive you should incorporate an outbound connection request campaign that utilizes the data from your email capture lists to expand your social media followings.
Pro Tip:  Use the networks that allow you to friend request people (IG, LinkedIn, YouTube & Twitter) and build up your followings and then use giveaways and other special promotions to get your followers to connect with you on other channels where you can not connect with your clients as easily like Facebook.

5. Long-Term Value of your company will increase from Email Capture.

Did you know that even if you do not ever send out an email to your customers the fact that you have your customer’s email addresses increases the value of your company? Yes, if you decide to sell your business in the future your email list will be part of the company assets which will be factored into the valuation of your company. Just because you do not see the value in email capture does not mean that others do not so even if you do not plan on sending out emails you should keep in mind that your email list is a company asset that can be a large factor in the valuation of your company if and when you ever decide to sell.

Email Capture can stock up leads for years to come just like a fisherman with a private lake.

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