E-mail marketing is an extraordinarily efficient means of relationship marketing. The very beginning of this relationship is the on-line registration questionnaire. How do you make the best first impression and encourage people to take their valuable time to register with you? This issue, we'll explore the questions you're asking when first "meeting" listeners or customers. Are you conducting a brief, easy introduction or an interrogation?

Think about the key information you need to start this relationship: first name, last name, e-mail address, gender, zip code, date of birth and that all important opt-in question. Other information--street address, city, phone number--may be asked but consider designating them as optional, not required, questions. Chances are you wouldn't ask someone how much money they make first time you met; don't ask it here.

Grow the relationship by building trust. Send meaningful e-mails and adhere to your stated privacy policies. As your credibility builds, your database members willingness to participate in additional surveys will grow too. A year into this "relationship" you'll know exactly who your biggest fans are, what they like about you, how they spend their time and perhaps even how much money they make!