First, what are the objectives? There are two basic strategies for email acquisition – fill the funnel, or go highly targeted. If you’re selling something with wide appeal – let’s say income tax services – then you want to fill the funnel with as many prospects as possible and then groom these into more qualified leads. If your product is very specialized, then nothing but very targeted acquisition will do.

1. Buy co-registrations
   This is a quick way to fill the funnel with somewhat qualified leads. When people opt in to communications from other vendors there are often additional check boxes for related offerings. For a fee, you can be one of those options. Buy names from sites involved in similar activities, not by demographics alone. Smaller, niche sites often have higher quality names and it can be worth the trouble of seeking out several small lists instead of buying in bulk. Studies show that as many as 33% of people who check the boxes in co-registration sites don’t fully understand what they are agreeing to, and this affects the quality.

2. Sweep with a partner
   Online contests can be quite targeted if you run them with a compatible partner. Obviously you want a demographic overlap, but not a competitor - a health supplement retailer might choose a fitness center. Both partners promote the sweeps with ads on their newsletters and Web sites (put the agreed advertising dates in writing). Be clear which partner does what: providing the prize, doing the back-end work on the sweeps, etc. Keep your entry form simple and ask for email information only; you can get more later. Make it very clear to entrants that they will be added to a list and give them an opt-out opportunity as soon as they sign up.

3. Web sign-up page
   It’s a natural if they’re already on your web site, but be careful what you ask for. The temptation is to ask for everything you could possibly want to know about them in about 30 mandatory fields, but most people will only answer a few questions in a few minutes. If you’re after a long relationship, take it slow.

4. Product registration cards
   Manufacturers and retailers have an excellent opt-in opportunity here for newsletters or special offers. But don’t let those addresses languish in the product registration files. These are fresh customers. Build relationships now.

5. During online check-out
   They’re already hooked; get them to check one more box. Make sure you don’t just get online shoppers’ names and then forget about them. As you build a trusting relationship, you’ll want to give your contacts opportunities to provide you with more useful information.