I’ve decided that I get too many emails that I don’t read, so it’s time to tidy-up my inbox. As I’ve been doing this, I noticed a few things. There are a lot of newsletters that I don’t actually want to unsubscribe from…I just want fewer emails!
You can avoid losing subscribers completely if you give the recipient more flexibility to manage their settings. Consider adding these options to your email campaigns:
- The “Frequency” option: This is the “I still want to receive emails from the ABC Company, but I don’t them everyday” option. If the only option you provide readers is to unsubscribe, then you are losing people unnecessarily. Add an option to receive daily, weekly, or monthly emails from your company.
- The “Categories” option: the recipient might like your emails notifying them of a HUGE sale, but don’t want emails about company news. Divide your emails into categories and give them more flexibility. The subscriber will pick and choose what communications they want to receive from you.
- The “Update Contact Information” option: The emails that include this option are minimal. What if I changed my email address but I still want to receive your correspondence? You need to make it REALLY easy for me to update my information, so that you don’t lose me completely. If I have to “unsubscribe” and then go to your website to subscribe with my new address, chances are I’m not coming back.
Remember, if you use email to market your business, you must be compliant with the CAN-SPAM Act. If someone wants to unsubscribe, let them unsubscribe. Don’t hide the link or make them go through unnecessary steps to get off your email list. They were never going to be a customer anyway.
Did I miss anything? Leave me a comment.