Email Marketing Tips Blog

If you have a higher percentage of unsubscribes than you want (isn’t that everyone?), here’s an idea I’d like to pass along.

First, think about why your readers may wish to unsubscribe:

• They are no longer interested in the subject matter;
• Your email messages are sent too often;
• Not enough content and too many ads.

Rather than losing these subscribers altogether, why not remodel your Unsubscribe Page into an opt-in page?

Here are some examples:

• Give them a choice of different delivery schedules. One newsletter I receive is sent daily. It finally became too much, so I decided to cancel. Upon doing so, however, I was given the option to choose a different delivery schedule and selected 3X a week. You don’t lose a subscriber.
  
• Tell them what else you have available. If I’ve purchased that gardening book, I may no longer want your email marketing series about one that I had been considering. What if your unsubscribe page listed the other series you had available, including herb gardening, which IS of interest to me? You don’t lose a subscriber.
  
• Ask me why I’m un-subscribing and offer me a solution. Maybe I can keep up with your content, without so many ads, by reading your blog. Or maybe I can switch my subscription to your bi-weekly newsletter instead of your 8–part email series. You don’t lose a subscriber.

You might think of offering some of your information via podcasts and videos. You can still use email marketing to contact your reader, but send them to a website. Instead of a written ad, your site can contain a banner or other advertising.

It takes time and money to capture a subscriber…do whatever you can to keep them!

Debbi Bressler
Email Marketing Specialist
GetResponse

Tags

email, email marketing

This entry was posted on Friday, October 3rd, 2008 at 5:54 pm and is filed under email, email marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.