Consider that 91% of email users who have subscribed to a company’s email newsletter later decide they no longer want to receive the emails. Bleak, but useful data.
Even more telling, 54% of email subscribers say they unsubscribe when they feel the emails come too frequently. It’s important to be upfront with subscribers about the frequency that email newsletters will appear in their inbox. Depending on the customer’s interest level, even weekly may be too often. Consider offering several options for email frequency. If a customer clicks the unsubscribe button, try to sell them on a lower frequency mailing.
Which brings me to my next point: Sooner or later, you are going to get dumped. But, you can go out the bigger person. My biggest pet peeve is having to search for or jump through hoops to unsubscribe. Etiquette, business integrity -- and most importantly, the law -- demand that you always give customers the right to opt out.
That doesn’t mean, however, that you can’t ask that customer her reason for unsubscribing. A simple check-box survey can provide information as to why your audience is vacating: unsubscribe explanations can include email frequency, irrelevance, repetition or product dissatisfaction, and they can help you improve the experience for remaining and potential subscribers.
4. Best Ethics
One of the most controversial debates around email involves a user’s opt-in confirmation. Users and security filters alike usually consider spam any email users didn’t approve for delivery. Your business should steer a wide berth away from unethical email solicitation practices as well.
According to Lisa Barone, co-founder and chief branding officer of Outspoken Media, Inc., the only acceptable time to add people to an email list is after they have confirmed through a double opt-in. Any other means of populating an email address book is invasive and unethical, such as using an email address after a customer has registered for your site or entered a contest. Barone warns that it’s even bad practice to add peers or colleagues to an email list after they gave you a business card, for instance.
Not only will the unethical use of email addresses earn your business a bad reputation, but chances are those users will be part of the 91% who unsubscribe anyway.
Until email evolves or disappears all together, I’m afraid we’re stuck with the sometimes intrusive inbox newsletter. The trick is making your newsletter's content engaging and valuable while maintaining your integrity.