Why paper email opt-ins / registrations / enrollments lack the punch for in-store List Building & Email Marketing?
Clipboard with Paper Email Signup Cards, eClub registration cards, comment
cards, Newsletter enrollment forms,
Mailing list postcards or Email Optin
Sheets are very common when you go to
store-front businesses such as Restaurants,
Spa, Salon, Retail, Auto, Hotel, Motel etc.
While it is inexpensive to get started, it
suffers from serious drawbacks:
1) Low Opt-in Rates: Email is like the Phone Number on the Web. Anything and
everything on the web revolves around Email
Address as point of contact. Customers these
days are too sensitive to leave their personal
information on a piece of paper.
2) Customer Data Lacks Quality: You end up
with lot of hard to read and
decipher hand writing and
scribblings or incomplete
email registration cards and
optin enrollment sheets.
3) Rigid and Lengthy
Process: Staff needs to
collect them, then organize and store them safely. If third party handles the email
marketing for you, then you would need to mail these collected sheets weekly or
monthly. Signup Cards either get lost or misplaced or mangled up in the day-to-day
floor operations of the business.
4) Requires Manual Data Entry: Some one needs to sit down and look at these
hand-written email addresses and other info and key
them into the computer for use in email marketing
campaigns. Either you do yourself or need to rely on a
third-party provider to do it for you.
5) Delay in welcoming new customer: From the time
customer opts in to your permission email list to the time they
get their first email from your business could be anywhere 2
week to 2 months, if and only if it survives the whole process
intact. This causes increased drop-out rates, as customer no
longer remembers the business or has lost interest and
6) Customer Data Handling & Theft: The handwritten comment or eclub
enrollment card goes through so many hands before it ever
makes it into your email list. There is every possibility of data
theft or sale, especially when multiple third parties are
involved. How the paper registrations are discarded also
affects customer privacy. This in-turn affects your business
7) Cost: The cost of the whole process when you consider the steps involved, the
opt-in rates, the data quality, effort your business has to put
in etc is something that goes unmeasured today. If you add it
all up, its expensive for the business.
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