Customers might be reluctant to sign up for your e-mail list so it's important to demonstrate the value of getting your messages, Lisa Barone writes. "What are the benefits they’ll receive for becoming part of your email list? ... Make it worth their time and the invasion of their privacy," she writes. Offering extra incentives such as the chance to download a white paper and explaining how you will use their e-mail address can also encourage them to sign up, she writes.

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