Give them what they want, plus a little extra. Surprise and delight. We have a client, and for .25 we sent every person on their mailing list a birthday card. We don't tell them we are gonna do it, but we see an unbelievable return on that small investment. Turn these new enthusiasts into advocates.
Advocates are preachers.
We want brand new people, a whole group of people preaching for us. Give before you get. I say, let's turn this on its head. Give them something first. Don't hand out the database you create.