I always like to ensure we have at least 3 types of information regarding the people that sign-up for our email lists, via eBook, newsletter, contest, etc:
- Email (of course)
- First Name
- Business sector
To me, having a recipient's company name is useful in knowing who they represent, but I've never found it to come off as anything other then clumsy when trying to work it into the body of an email.
Consider these 2 emails:
If you need more lumber for Paul's Pallets, we specialize in recycled wood to save you money on lumber.
Do you need wood? We provide recycled wood to pallet companies like yours looking to save money on lumber
Think about this: Why would a friend mention your company's name in an email, or even sitting at a bar together?
They wouldn't, and I think it just sounds sneaky, as if to say, "I know something about you, so you'd better like me..."
Instead, talking about the industry they work in is always much less intrusive, and friendly.
If someone I never met from my Facebook page asked me, "how is the marketing biz?," I would be impressed.
If someone I never met on my Facebook page asked me, "how is Imprinsic?", I would be just a little creeped out.
Also, only get addresses if you plan on sending them direct mail.
The goal of email marketing is to get only as much information as you need from them. This minimizes bothering them, and maximizes your ability to be friendly, and familiar.
That's why simply getting their first name and business sector is great keeping in contact with them, and driving them to buy, vote, give, show up, or whatever else you need these people to do.
Don't compete — DOMINATE.
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