Every website should have a sign-up area that lets visitors know that by providing their contact information, they will periodically receive email messages from the company. It should incorporate a mandatory double entry of the email address to assure accuracy and be promptly followed by a confirmation/validation email. Once these steps have been completed, the information can be automatically linked to the organization's contact mail system for easy,
efficient email marketing. Brick-and-mortar organizations can also capture email addresses and other relevant information at the point of sale. Sales clerks and/or front desk staff should be trained to ask customers if they would like to receive email list information on sales, special promotions, special events, etc., and if so, to obtain this information at that time.
Similarly, personnel working in a customer service call center also should be trained to let the caller know that by providing their email address they can receive special offers, information, etc. Likewise, nonprofits can ask guests to their events to sign a guest book which captures their postal and email addresses. Another strategy for building an opt-in email list is to provide an incentive. For example, you can offer individuals who provide their email addresses a discount coupon on a future purchase, a free guide, entry for the chance to win one or more prizes, or free entry to an upcoming event.