Year: 2005

Now we’ve covered the subscribe box and privacy, just how much information should you be asking subscribers to provide? Some organizations get a little carried away here. Let’s take a look at how to pare down that list so that you aren’t turning people off.
Day 3: Required Subscription Fields
The amount of information you can ask for is directly proportional to the value of the subscription, factored by the depth of their relationship and trust in your organization. In other words, if you provide vital industry stories or case studies, you can probably ask for a lot of information. But if you are a retailer looking for more names to promote store sales, you might want to keep it to just an email address.
Another consideration for your company could be a need to qualify who you are sending information to. While email is cheap, there are still costs, including content development costs, and therefore understanding who your subscribers are and who your best prospects are could be vitally important to how you assign resources and budget.
Let’s take a look at a couple examples in the Consumer and Business markets.