It is important to collect e-mails from people who like you and your work. Collecting doesn’t mean you have to spam people, but a good list is very powerful in the development of your brand.
You should have an easy-to-find location where people can input their e-mail address in return for more information, newsletters, special offers or free product samples.
It’s also very important that you are honest with the people who have placed their trust in you. Let them know how often they will receive information. Let them know if you plan on sending special offers. Let them know you will not share or sell their e-mail address.
Always follow the rules of the CAN-SPAM act. Make sure that you give everyone an opportunity to opt out of your e-mail campaigns whether you are selling something or not. If you have a large list, don’t use your personal e-mail to deliver them. It can be very harmful if you are pegged as a spammer by a major e-mail service provider. I highly recommend using a service.
Often people who share their e-mail with you are a part of your community. Taking actions that would turn them off can be very damaging. Take a moment to review your Web site and ask yourself if you are missing a great opportunity.