"Capturing e-mail addresses. Automate the most important role of your Web site: capturing the e-mail addresses of all your prospects. Your mailing list is critical to all your marketing and literally your most valuable assets. Offer special reports, e-zines, newsletters, insider information, mini-educational courses, advice, or free trials to entice visitors to share their mane and e-mail. When the data is entered, it is automatically placed in your database and added to the appropriate list. Then, e-mail promotions and other benefits over time to build your relationship and gradually earn a prospect's trust, leading to more sales and frequent purchases." (Success Secrets of the Online Marketing Superstar, by Mitch Meyerson, pg108)
One of the most important things in a business is earning your customers trust and building a relationship. By getting an e-mail you can communicate with that individual. "Frequency builds trust and relationship." (pg109) Without that e-mail address, once a person leaves your website there is no reason for them to ever return. Without that relationship and trust, a person will never spend money on your site.
A person needs to give you their e-mail address willingly. Therefore, you need to have "value-based, timely, rich content that encourages them to return to your site where you're more likely to convert them into customers." (pg108) From my own personal experiences, getting uninvited e-mails only tends to make a person annoyed and your e-mail will only be deleted without ever getting read.
"Rarely does a customer buy on their first visit to your site and they're just as unlikely to ever return without an invitation and further persuasion." (pg107) No e-mail = no customer base. No customer base = no business. If there are no buyers, your business has little value or life expectancy!
"High Quality Sustainable Conception and Visual Design for Global Communication"
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