Know-How Exchange : E-Marketing

Name isn't something that I would hesitate too much to give out if a company required it. Phone, mailing address, and other information like that does make me think before filling in the form.

An entry-step into this while you decide whether to require it would be to add a field for names, but not require it. Some people will fill it in, saving your admin time. And you can get a feel for how many people would be willing to fill it in.

Every additional bit of information you require will cut down on your conversion rate. What's the value of a new lead compared to the time it will take your admin person if they don't have a name?

I'm also wondering why it would take the admin person more time if they don't have the name? Why not keep the email address as the unique identifier? How do you use the name?

Ask for the name, but don't make it a required field.


Michael

As one who develops e-marketing campaigns
I agree, ask for the full name but don't make it a required field. The benefits of requesting a first name at the very least is to eventually 'personalize' any email being sent to your email list recipients.

I have to ask, are you using a web-based e-marketing service for your e-marketing campaigns?
I ask this because when you begin to really dive into and measure your response rates to your newsletters, your offers, and promos, you'll find that having as much info as a first name, allows you to segment by specific demographics and you can customize the emails (whether a promo offer, an e-newsletter or survey) specific to the recipient. I think you'd agree your admins time can be best used this way than searching for first names! You would be surprised how more effective your campaigns can become just be initially providing info but also asking your mail lists recipients what they really want, and customizing your e-marketing campaigns.

I'd have to tell you that we all like the idea of emails/offers etc. that are tailored to our needs. Or just seeing your name..."Hello KathyAd", it gives the recipient the 'warm and fuzzy' that someone has taken the time to meet your needs and or interest.

Hope this helps, if you need any further assistance feel free to drop me an email.

Dear KathyAd,

Less is more.

You don't need to ask for names until people are actually on a page where they're ordering something, THEN you can ask them for their name, address, credit card information, and so on.

But not before.

Why?

It's an unnecessary extra step.

Which makes it a barrier.

Barriers are bad.

When you buy a newspaper or a cup of coffee, no one asks for
your name, do they? It's the same thing with online forms. The e-mail address is enough. All you need this for is to send additional sequential messages. To do this you do NOT need the person's name. Not at this stage in the game. That can come later, because the person feels compelled enough to give it to you on their terms as part of a continually developing relationship.

To buy from you people have to feel they they know you, feel that they like you, and feel that they can trust you. This all takes time. So, get their e-mail address FIRST, and then coax them into liking you and trusting you, THEN ask for more information.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA

Ask for the minimum number of data fields that you can get away with. Studies have shown that every additional field you ask for cuts out another 20% of the people who will complete the form.....