Six tips for address acquisition in e-commerce

Christmas time is shopping time. And this goes far beyond December 24. Between the end of the year and in January, bricks-and-mortar retailers and online stores also experience a peak period with gift vouchers, cash gifts and exchanges. The stores draw attention to the offers via newsletters. An instrument that only works if the registration is well designed and placed. Here are six tips on how to successfully acquire addresses:1. communicate advantagesAnyone who gives out their e-mail address wants to know why. List the benefits of subscribing to the newsletter clearly and comprehensibly. These can be early notifications of special offers or new products, vouchers, insider knowledge or event invitations. Competitions or surveys also go well with newsletter registrations. This means that the recipient only has to enter their data once for two purposes and you benefit twice.2. raise the buying moodLink the newsletter registration to a discount for the next purchase. You can structure this in different ways: as a discount on a minimum purchase amount, percentages on an item, a product category or on the customer's total purchase. If you are active in both brick-and-mortar and online retail, do not limit the voucher to the retail store or e-shop. Give the customer a choice and thus strengthen both business areas.3. query data cleverlyWhen registering for the newsletter, only collect a little information about the recipient at a time. This increases the chance that the interested party will register. Many companies have switched to only asking for the e-mail address in the first step. However, this works better. In addition to the e-mail address, ask for another piece of information that immediately improves the newsletter offer for the recipient. For example, the "Subscribe to newsletter now" button can be replaced with one for "Man" and one for "Woman". You can request further relevant information on the confirmation page after the double opt-in, for example.4 What works online also works offline Address acquisition can also take place in the store and can be implemented at your checkout, at your event or at your market stall. Place a newsletter form on the back of your flyer, which you produce anyway. This will save you paper and both the prospective customer and your company will benefit equally. Important: Train your staff to inform customers about the newsletter offer and its benefits in a friendly manner. The e-mail address can also be requested directly from staff and noted on a collection list together with the date. Have the customer sign the entry so that you can prove the customer's consent.5. offer notification as a serviceOffer your customers e-mail notifications. For example, when they want to purchase an item that is currently out of stock in the store or when they return a product. The customer fills out a card with their name and e-mail address and is then sent the necessary information. At the same time, you can also use the card to subscribe them to the newsletter.6. be omnipresentDraw attention to your newsletter in as many places as possible. Entrance, checkout, exit: these are the most important places to place a newsletter registration - both in the store and in the online store. Transferred to online, this means: display a pop-up when the prospective customer arrives on your site, draw attention to your newsletter offer when paying for the shopping basket and on the order confirmation page and in the corresponding email.