Asking for Email Addresses

Sounds like there was some great information at the Direct Marketing Conference in Washington DC last month. A colleague of mine, Dick McPherson of McPherson Associates, attended and included some really interesting facts in his recent e-newsletter.

He reported on a test that the American Red Cross conducted regarding the language used in asking for e-mail addresses on direct mail pieces. One would think that providing more info about the organization’s exciting e-newsletter would create more sign ups, but it turns out that a more simple request — “I may be contacted by e-mail” worked better. You can read Dick’s article here for more info on what he learned at the conference.