Like most people, I tend to sign up for newsletters or get on a list and never open the emails. Eventually, I get so fed up with hundreds of emails in my inbox, I purge. I start my cleansing process and unsubscribe to dozens of newsletters. Some survive the cut, however. I keep the ones I read, have an interest in or might read in the future.
Here are some reasons why people might unsubscribe to your e-list:
- They don’t read your emails.
- They don’t want your emails.
- They don’t need your products or services.
So how do you avoid being purged or becoming spam? The solution is to sign up the right customers and prospects. That’s easier said than done. You’ll always have someone who signs up on a whim and then drops you just as fast, but those aren’t the people you really want hang on to.
I suggest you generate an organic list. How do you do this effectively? First, look at your content. Is it exceptional? Most companies say, “Sign up for our free newsletter.” What’s different about that? A majority of newsletters are free. Instead, provide useful, educational or entertaining content for your audience. For example, “Sign up for monthly guide on how to improve your business,” or “Sign up for helpful tips that will save you time and money.”
When someone signs up, don’t just confirm you received their request. Instead, send them a welcoming and inviting email. This will show you care about building a relationship with the subscriber and that they’re not just another number you’re adding to a list. You can thank them for signing up or ask them questions that will help you customize content to their interests.
Allow people to unsubscribe to your list easily and to change their information quickly. At times, I’ve wanted to change my email address from my personal account to my work email and wasn’t able to do so. Since it was such a hassle to subscribe again, I didn’t bother. They lost me as a subscriber.
I’ll provide more tips next week. In the meantime, what other tools, tips and suggestions do you have for effective email marketing? Tell us about them in the comments.