Increase the response to any permission marketing opportunity by offering an incentive. For example, “Join our eClub today and receive 15% off your next stay with us.” This is exactly what Myer Hotels of Branson, Missouri has done, as you can see in Figure 4.1.
You can also try offering a free gift to new e-members or subscribers. It could be a discount on a purchase over $50, a free shampoo with a haircut, or extra reward points; just make sure it is of interest to your target market.
