Email marketing tips: an unsubscribe is an opportunity

The relevance of an email is an extremely important factor that contributes to the succeeding or not succeeding of an email marketing campaign.

Email subscribers have specific expectations when they confirm their registration. Make sure to communicate the subject, topics and frequency on the registration form, so every receiver knows what to expect.

Offering different frequency options can help too since frequency is one of the main reasons why people unsubscribe. When someone subscribes to your email list you should immediately gather his preferences from the very start of the subscription process.

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Email marketing: an email relationship still starts with permission

OK, we all know what permission is (I hope), thank you Mr. Godin. However, although every decent email marketer knows that email marketing starts with the permission of the recipient, I still very often talk with publishers and advertisers that send their emails to every list or email address they can get their hands on (I have to say I’m talking Europe but there is legislation here too!).

Sometimes these lists are even their property but strictly speaking they can not use them for email marketing purposes. If they do, they don’t only break the law, they also risk getting blacklisted, receiving complaints, harming their brand reputation etc. Furthermore: the return of email campaigns on these lists will be low.

A good example is a company I know that recently participated at a trade show and organized a competition whereby people that gave their business card could win a prize. Not a bad idea (although a bit ‘been there, done that’) but there was one problem: no one even thought of asking the tradeshow visitors that left their business cards if these people wanted to be added to the email list of the company.

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