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The Constant Contact Guide to Email Marketing by Eric Groves

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Tips for Maximizing Email Address Collection

Mapping out your sources and touch points is a great first step toward recognizing all the opportunities you have to build your email list. Once you have a handle on the scope of your strategy, you can apply the tactics in the following sections to start collecting as many permission-based email addresses as possible.

COLLECTING ON WEB SITES

The web sites I frequent are most often those of small businesses and organizations. It never ceases to amaze me that so few of these web sites contain a way for the visitor to actually connect with the web site owner.
Figure 5.2 Use your ESP to create a sign-up link or form on your web site.
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A business web site is a major connection point and should be thought of as a place to demonstrate your value along with an offer to visitors to stay connected over time. Adding a “Join My Mailing List” (JMML) link or sign-up box on your web site makes it easy for visitors to add themselves to your email list.
Your web site programmer can create a JMML link, or you can easily create one through your Email Service Provider as shown in Figure 5.2. Constant Contact allows you to create and customize your own JMML link and generates the HTML code so all you have to do is copy it and paste it into your web site.
When you’re creating and customizing your link, it’s better to avoid using the generic “Join ...

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