The main ways to collect clients email-addresses in the implementation of email-marketing

Abstract

The subject of the research is a set of methods for collecting emailaddresses of users as part of the implementation of the company’s email marketing strategy.The purpose of writing this article is to study the main approaches to the formation of the company’s base of potential customers emailaddresses to increase conversion as a result of using a comprehensive email-marketing strategy. Methodology. The research methodology is to use a combination of methods: system-structural and comparative analyzes (to form a mechanism for the effective functioning of the company’s email-marketing); monographic (when studying the basic methods of collecting email-addresses of the company potential customers); economic analysis (in assessing the conversion as a result of using various approaches of email-marketing). The scientific novelty consist features of email-marketing functioning in modern conditions are identified as an important tool of digital marketing in the process of building effective communication between a company and its target audience. The main offline ways of collecting postal addresses of potential customers in the framework of the email databases formation are considered, and the specifics of influencing the target audience with the aim of providing voluntary contact information are disclosed. The main online ways of potential clients collecting email are investigated and their characteristics are given. Conclusions. The use of various methods of collecting electronic postal addresses of users as part of the implementation of the email-marketing strategy will allow the company to enhance communication with the target audience, which ultimately will have a positive effect on conversion growth.