|Make an impact...make them remember you...|
1 - Get their correct contact information: Do not rush them when you are asking them for their contact information. Do not rush your field based employees when this information is being solicited. Double check if the information is correct and try to message them in real time to confirm.
2 - Get more than their email id: Ask them for their mobile number, their address, and even hook up on social media channels during the process. Some businesses even ask for a secondary email id, just in case the first one bounces.
3 - Give them a compelling reason to stay in touch: Tell them the business benefit and articulate it clearly. Use intrigue or incentive to get them to start paying attention and then make sure that your messaging is truly compelling. Not surprisingly, user generated content and not merchandise is what drives the most interaction in your messaging.
4 - Track your bounces: Spend money on a good ESP (email service provider) and track the origin of your bounces. A few ESP's do a pitiful job in tracking the origin of bounces and many keep retargeting bounced addresses. This creates two significant problems - first, your deliverability is adversely affected and second, you do not know that you are not getting through to "bounced" addresses.
5 - Personalize as much as possible: There are multiple stages of personalization. You personalize based on preferences. Next, you personalize based on responses. You make it even better when you personalize based on user interaction. Personalization is almost perfected when you encourage dialogue amongst users on your social media channels. Personalization is perfected when you listen to what is being said across channels.
The right contact information, alternative ways to stay in touch, keeping your address book clean, aspiration, and relevant personalization go a long way in helping you stay in touch with your consumer.