Capturing email addresses is one of the most fundamental ways to build relationships with your site visitors and to be able to do outreach with them. Integrating email capture, blasting, and data analysis is the best way to leverage that outreach. Here's an outline of exactly how that can work:

1. Place email signup form on your website. This is critical.
2. Point the form to your database so that new signups are added automatically
3. Have a method in place for greeting new signups. That could be a simple welcome email, or perhaps a series of emails that include calls-to-action such as petition signing or a small donation. You can also ask for additional contact information to deepen the relationship.
4. Analyze the results of your new signup campaign. Who is responding to your calls-to-action and who is not? Use your database to provide reports on both segments and have a plan in place to follow up with both.