Word of Mouth Tip #54: Always ask for their email

You work so hard for a click on your web page. You put so much effort into getting someone in your store. You do so much just to earn a fan. But without a way to contact them again, you have to start all over the minute they walk away.

Extend the relationship by always asking for their email — online or off. Regular, anticipated newsletters delivered to their inbox are the only form of advertisements your fans request.

How a word of mouth supergenius does it:

You don’t have to make it complicated.

Chicago’s Logan Bar & Grill attaches a simple comment card to every bill, but instead of just looking for feedback, they ask for email addresses so fans can subscribe to their newsletter.

The opt-in is a simple addition to a conventional practice, allowing Logan Bar & Grill to extend the relationship with customers they might otherwise never see again.


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  1. Tom Bassman

    Thanks for a really useful blog. The comment cards at stores,supermarkets would really benefit from asking for email addresses.Perhaps, customers signing credit card receipts could even put their e addresses on the business copies as an option. Permission marketing is a great option.
    Tom Bassman

  2. Cale Johnson

    Tom, thanks for the kind words.

    Our Andy Sernovitz also published a newsletter issue a while back on earning email permission offline. If you’re interested, you might check it out too: http://www.damniwish.com/2009/08/newsletter-743-the-get-their-email-offline-issue.html

    Cale Johnson
    GasPedal Editor

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