I think Stephanie and Angela are on the right track about using "carrots" to incentivize residents. Many residents wonder, "Why should I give you my email address - so you can bother me about the rent?"
Instead, give them reasons that matter to them why they should give you their email address. Stephanie mentioned being able to use your resident portal, which is one really great reason. Or how about being able to receive email notifications when they have a delivery or package. Or getting notices in advance before you have to shut the water off. Or getting weekly/monthly special deals that you've compiled from nearby businesses. Or, yes, even being entered into drawings for prizes.
Remember - "What's in it for me?"
And Stephanie - 72% is pretty impressive. I have clients who, by providing residents with useful email-based services, and really staying on top of it, have gotten above 90%!
Zach Kestenbaum
BuildingLink.com
LinkedIn