How do you grow your email list? This priority objective for most organisations will be examined in this session. Justin Perkins, of sponsor agency Care2, will look at the main drivers of ‘new joins’: conversion of website traffic, ‘tell a friend’ functions, capturing data from social networks, widgets, offline event promotion, traditional print and electronic media, online media, and working with partners, and options for paid promotion, and look at ways of comparing cost and effectiveness. The session will also look at retention strategies: why build an email list if you can’t retain the engagement of supporters. Several key technologies in the Advocacy Online platform will also be covered: email triggers, segmentation, conditional content, and the best options for structing data forms in order to maximize conversion.