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As companies begin to fully explore the value of interactive Web sites, blogs, e-zines, Web-based loyalty programs and the like, they are running into a surprising brick wall.

Their own customers.

A recent study showed that consumers are leery of giving their e-mail addresses for legitimate purposes like loyalty programs because they are afraid it will also trigger a new wave of spam. Many consumers have created junk e-mail addresses that they never check but can offer up when asked.

How do you get around that reluctance and get your customers to give you their actual addresses? Here are some ways to earn the trust of your customers and their precious e-mail addresses:

• Very clearly state that you will not share or sell your opt-in lists with any other company.

• Provide alternative ways for your customers to get the information, like a printed version of your newsletter or a phone number to redeem loyalty points.

• Offer additional information, points or rewards for choosing the Web-based solution to encourage people to try it.

• Make it quick and easy to opt out.

• Offer added benefits for giving you their home e-mail addresses. Many workplaces have so many filters in place that it’s tough for even legitimate e-mail to get through.

• Scrutinize your subject line. If there’s a word that will trigger a filter, pull out your thesaurus.

Web-based tools such as e-mail work wonders. They are inexpensive, immediate and have a sense of familiarity that works to your advantage. But thanks to the spammers out there, it’s going to take a little more work.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2007 Drew McLellan