10 Ways to Collect Email Addresses (3:19)

We discuss 10 simple ways to politely ask for your customer's and prospect's email address.

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Hi, Brian Starzec here. For the past couple of weeks we have been discussing how automated email systems can benefit your business. However, there's one catch. You need email addresses! This week I share 10 simple ways to collect email addresses.

Let's take a look.

The vast majority of HVAC business owners state that they have not been collecting emails and on further investigation, the biggest problem is simply that nobody has been asking for them.

You have to make it a core piece of information that is collected. You have to have the mind set that it is equally important as the customer's phone number and physical address. If they ask why you are asking for their email, there are many reasons:

1. To maintain a high-level of customer service
2. To improve communication
3. To reduce costs by emailing invoices and service reminders
4. To confirm appointments
5. To make important announcements (for example, we just learned that the Guardian Air is proven to provide whole home protection for the H1N1 virus and we thought we should let our customers know how we can help protect their families.)
6. To send out promotions and seasonal discounts
7. To send our monthly newsletter

If you state that you are using their email for business purposes only and you will not be sharing it with any third party, then you will not have a problem collecting it. If you encounter resistance, then, in my opinion, there is a trust issue with the customer and you have bigger problems.

Ok let's discuss 10 different ways you can politely ask for your customer's email address.

1. Ask for it every time the phone rings. To the point above, you have to change procedure and it starts with every inbound phone call.
2. Make it a mandatory field on your contact us form on your website.
3. Add a space for it on your invoices and have the techs collect it onsite. However, make sure you train them on how to respond if a customer asks why.
4. Add your email address to all marketing literature. If they email you, rather than call you, then you have their email address.
5. Combine it with an incentive. For example, new customers get 10% by completing an online form. Require the email address on the form.
6. Offer an e-newsletter on your website. Most newsletters on a website ask for just a name and email address. Make it easy and don't ask for too much information. After all in some cases you haven't earned their trust yet.
7. Offer a free download of an industry report or some other important information that will be emailed.
8. Include a "forward to a friend" on all electronic documents and articles.
9. Ask them to become a "fan" on your Facebook profile. Although you are not explicitly capturing their email address you will be able to send them a message every time you post information.
10. Provide a referral link and offer an incentive to provide the email addresses of friends, family and neighbors who could benefit from your service.

Bottom-line, change your procedure. Start asking for your customer's email address at every single possible opportunity and make sure all staff are properly trained.

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