Gaining Prospective Subscriber Data

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by Kenny Love

A situation that I believe is being significantly overlooked and, one that may be hurting response to some web site publications and ezines, is the subscription process. This article may go against the grain, so to speak, with some online marketers but, nevertheless, warrants a review.

In the interest of collecting demographic data from subscribers, online publishers and webmasters are forced into a Catch 22 element when requiring personal information from them.

This, primarily, occurs on the web site of the publication, whereby, prospects are asked to provide not only their email addresses, but also their complete names, physical mailing addresses, telephone numbers, and other personal info.

Some sign-up areas on web sites even go as far as requesting that prospective subscribers provide their places of employment, number of household members, annual income, and even the names of minor children residing in the home.

If you, as an online publisher or webmaster, have the option of requesting this degree of information, you truly have only one concrete solution in order to avoid losing prospects at the onset.and that is to NOT exercise the option to collect more information than is absolutely necessary.

Again, please do yourself a favor.DON'T initially ask for anything more than the email address, the first name, and the salutation (Mr., Ms., Mrs., etc.).

Why request such limited information? Well, because the email address is, obviously, a requirement in order for the subscriber to either receive your publication, or use it to subscribe on your web site to review web issues.

The salutation should be requested because of unisex names that apply to either gender, i.e., Tracy, Kelly, Chris, Stacy, etc.

Also, if and when your customers choose to make purchases (assuming you are providing products, services, and/or information for sale), they will, naturally, provide additional personal information to you.

Why NOT request any more information at this point? Well, here's a thought to ponder. When was the last time your neighborhood supermarket, theater, or clothing store requested such information?

Such information as; your third child's name, where you attended church and how often, or how many packs of cigarettes you smoked at each outing, in order for you to qualify for a return trip to their places of business? I'm willing to bet you can't think of one single instance.

Seriously though, as in the "real" world, it is no longer obscure knowledge that crime has now beat a direct path to the Internet.

Almost weekly, if not daily, reports on our national newscasts present some startling cases of either pedophiles stalking children online, or high-tech thieves scamming and conning innocent, well-meaning shoppers out of their money and, for the most part, getting away with it.

I, personally, have a friend whose credit card number was stolen and used to the tunes of $3,000 in purchases before being caught and stopped. It took months and mountains of paperwork to straighten out this horrid mess.

Another consideration that should not be overlooked, in the interest of increasing potential subscribers' confidence, is that you should consider placing a conspicuous statement reflecting that, under no circumstances, will you allow the rental, sale, or relinquishment of their email addresses to any third party.

This statement should be placed in each issue of your Ezine publication, as well as permanently on your web site. It will instill greater confidence.

If you do, in fact, desire to rent, sell, or give away email addresses of your customers, you should, ethically, request their permission to do so. This can be as simple as placing another statement on your web site and in your email publication to the effect of, "Would you like to receive offers or information from other businesses?"

Over time, you will find that your patience in increasing your subscriber base can truly be a virtue when employing the traditional mail order 2-step process in order to consistently and effectively collect subscriber data.