Email addresses can be one of the most valuable assets to a digital marketing campaign. Collecting customers’ emails helps to ensure that you can keep in touch easily and frequently.

An Important Part of a Robust Database

A complete and comprehensive customer database is a key part of customer relationship management (CRM.) You’ve probably heard about the importance of database management and data collection before, but the relevance of email collection specifically cannot be overstated. Email marketing is one of the least expensive forms of marketing. Not only is an email a direct line to a customer, but it is also a vehicle for links to your business’ website and social media pages. Customers are more likely to click on a link from an email than they are to enter a URL from a direct mail item. You can also link to other sources that you think would be of interest to your customers. In addition, the trend towards mobile-first web usage means that many people have their email synced with their phones. This means that your message will reach your customer almost immediately after being sent.

Automating Transactional Emails

Email collection can be an enormous help if you’re trying to make your business as paperless as possible, whether driven by environmental concerns or cost savings. Besides emailing marketing messages, you can also send transactional documents such as receipts and appointment confirmations via email. This benefits you and your customers: neither party has to carry or keep track of paper. Customers will appreciate the ease of a digital record, and even those who prefer a paper record can print the documents. If your dealer management system or enterprise software can automate these emails, even better.

How to Collect and Retain Contacts

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Understandably, customers may be reluctant to give out their contact information. The volume of promotional emails and inbox clutter can be off-putting for many. Therefore you must be able to articulate to your customers how this benefits them. Think about what you find useful in the email communications you receive from other businesses. Notifications about special offers? Links to interesting articles? News about the business? Include those elements in your emails. Have a rough script ready for whoever is directly interacting with the customers for collection. Highlight the ways in which you can help customers: “would you like to enter your email address in order to receive your receipt digitally,” “can we have your email address in order to send you updates on your repair,” “would you like to receive our bi-monthly shop newsletter with special offers?” Customers will appreciate the transparency about how frequently you’ll be contacting them. 

Obtaining an email address is just another step in creating a meaningful relationship with your customers. Prioritize email collection as an essential part of your customer relationship management strategy.