Customer Loyalty: Missed Opportunity at the Cash Register

by Scott

After I made a purchase yesterday the cashier asked me for my email address. For the sake of my inbox sanity I respectfully declined. In alignment with my moleskin diet, I thought about this interaction for a good 15 minutes. It got me thinking, what is the conversion rate on this question and the roi on each email address?

Lets compare this with if she asked me for my twitter handle. Knowing that I’d have to opt-in to receive updates from the brand, I’d be cool with giving that away. Don’t kid yourself, we all want more followers.

Brands can derive a ton of value from their customers’ twitter handles. For starters, by following someone they’re potentially giving them a subtle nudge …
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