If you love them, let them go (or how I learned to love unsubscribes)

Unsubscribing is part and parcel of email marketing. As hard as it may be accept, it’s important to realise that no matter how much effort goes into your emails, some customers may eventually have had enough. By letting people go, you’re protecting yourself from complaints and other issues which might be a much bigger problem in the long run than just a shrinking list. That said, all is not lost and the unsubscribe process doesn’t have to be a dead end. Giving subscribers choices may encourage them to stay on the list. Here are some of my favourite examples of some of the different ways to make the most of your unsubscribe process: Product choices As much as I’d like…

Giving your subscribers inbox love

An inbox is a personal space, when someone invites you to send them email they are inviting you into that personal space. You should take this into account every time you email your subscribers. They expect you to be sending them an email they will enjoy. Achieving what I call “inbox love” is the state where people look forward to opening your emails, the state where people will do drop what they’re doing the second they see the notification pop up. I have two such emails at the moment; First off, I love receiving the NFL 1st and 10 email. Why do I love receiving this email? It’s beautifully presented in a way that makes the content easy to scan…