‘How Attractive Is Your Email Magnet?’ – Silverpop Blog

Ellen Valentine says, “Many companies are still offering the same incentive for providing an email address that they did two, five, even 10 years ago. But the way potential customers interact with businesses has changed a lot since 2004, and so have their expectations about what they want – and deserve – in exchange for providing their email address.

I’ve started to see the term “email magnet” emerge among leading information marketers. The term refers to the offer you make to encourage anonymous website visitors to sign up for your email list. I think this is a good time for all marketers to go back to basics and think about their own email magnet. Let’s face it: Until you get someone to opt in to your communications by providing their email address, you’re limited in the ways you can reach out to them when you have some new information to share. So having a great email magnet should be among the most important items you develop in your department”.