How to Gather Email Addresses at Events by Carmia Lureman @GraphicMail

How to gather email addresses at events

How to Gather Email Addresses at Events

Networking events, tradeshows and conferences are great places to acquire quality leads and even grow your mailing list, but just because someone gave you their business card or email address doesn’t mean you can add them to your mailing list.  Here’s how to gather email addresses at events the right way.

I couldn’t help but notice when this tweet cropped up on my TweetDeck earlier this week.

@thesmartva: Just because someone gave you their business card, it doesn’t mean they want to be signed up to your mailing list! #emailmarketing

 

Most posts on growing your mailing list will tell you to remember to get people to sign up in person, when they’re in your store and at your events.

As with most growth strategies, this is easier said than done.

People who sign up to your list via a subscription form have visited your blog or your website; they’ve shown an interest and made a conscious decision to sign up to your mailing list.  They might not have made a purchase, but they’ve shown intent.

People who visit your store or events have visited you, they’ve shown an interest, and some of them made a conscious decision to sign up to your mailing list.

They may also have

a)  made an impulse purchase/returned something they no longer want

b)  come with a friend or shown up for the free food/booze (if it’s an event)

c)  signed up because they felt sorry for the poor sucker who’s manning the mailing list

d)  felt obliged to sign up simply because you asked them to and you can’t “Close” a person the way you can close a pop-up subscription form

e)  written their name down weeks ago and forgotten about it by the time you captured the emails in your mailing list

I think it’s even more important to stick to a double opt-in when people sign up in person.  When people sign up via your subscription form you usually send them an automated confirmation message.  You can do the same thing with in-person sign-ups, especially if you wait a few days before adding these new contacts to your mailing list.  Send them a confirmation email with a reminder message (“Hi, you signed up to our mailing list at our event last week.  Please verify your email address by clicking here.  If you’re not interested in receiving communication emails from us, please ignore this email.”)

The same practice can be applied to email addresses you get at industry networking events, tradeshows and conferences.

Any email you acquire at an event is not necessarily someone to add to your mailing list.  At events, people either give you your email address because they’re interested in your product or service, but often it’s because they’re interested in you as a business contact.  Don’t just capture every email on your mailing list, evaluate why they gave your email address first.  It might be better to send them a personal email first, and you can always include a sign-up link for your newsletter in the email.  Also remember that the participant or attendee email lists provided by event organizers have NOT opted in to your mailing list!  You may send them a private email inviting them to sign up for your mailing list, but it’s not okay to add them to your list without getting explicit permission.  (That is, unless the organizers have provided opt-in sections on their sign-up list and you can prove that these people have in fact opted in to your mailings.)

TakeawayAn interest in your product and handing you their email address, unfortunately, does not count as an opt-in sign up.  It is only a sign-up when the person handing you their email has given you permission to send them email marketing emails.

 

If you’re attending Internet World, look out for our GraphicMail UK team.  They’ll be there if you have any questions about opt-ins, subscription forms or anything else related to email marketing.

Meet the author:

carmia

carmia

Carmia is a rapidly evolving online geek. After earning her stripes at a global ESP, she joined the ranks of Quirk eMarketing as their Email Champion. A writer from a print media background who stumbled into the online industry by chance, she's embarrassingly enthusiastic about email marketing, integrated digital marketing and branding, social media marketing and online reputation management.

Connect with: carmia

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  • Chief eMail Officer
    March 23, 2011 at 7:25 am

    Great advise Carmia….

    Sending an email first, asking them to sign up is ideal. I am even thinking that a mini drip or sequential campaign 2-3 messages with great advise and tip, continually moving them towards full fledged subscriber.

    I do think that having the card is not explicit opt-in to your email list, but it is a nice intro into the company and should be treated with great amounts of respect.

    Jeff

  • Georgia Christian
    March 24, 2011 at 5:40 am

    @ Carmia – as always, relevant points mentioned, thanks for sharing.

    @Jeff – you’re right, it needs to be treated with respect, although unfortunately many marketers are still quick to take advantage of the situation and add a person’s contact details from a business card without letting the person know first, or even giving them the choice of whether they want to receive correspondence from them or not. It’s a really bad practice, that hopefully we’ll be seeing much less of.

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