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Get In Tune

Keep your site visitors dialed in and buying.

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This story appears in the May 2003 issue of Entrepreneur. Subscribe »

You're practicing good opt-in etiquette by asking for permission to contact site visitors: "Check here if you'd like to receive special offers via e-mail." But with this yes-or-no style of permission marketing, you're losing sales opportunities. Instead of an on-or-off option, why not offer a "volume dial"? Let visitors choose the degree of communication they want from you, and more will tune in to get your e-mail.

It's becoming harder to get consumers to accept opt-in offers. Unsolicited e-mail, also known as spam, discourages people from subscribing to e-mail. Nobody wants their e-mail address passed on to companies that send spam. A 2002 study by MessageLabs, an e-mail security company in the UK, found 1 in every 12 e-mails was spam. It's no wonder customers are leery.

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