Ask for an E-mail Address
"Your opt-in e-mail database has the fastest shrinkage rate of all of your customer files — about 30 percent annually due to changes of e-mail address. To replace these, multichannel merchants should ask for e-mail addresses at every opportunity: on the Web site, on order forms and even in retail store locations."
—Tim Kiss, manager of enterprise direct marketing,
HoneyBaked Ham of Georgia