When Goodbye Isn’t Forever… Keeping Subscribers With Email Engagement Tactics

Angela Cheong
Sep. 27, 2013 by Angela Cheong

Email Marketing News Digest

It can be hard to say “Goodbye” to your list subscribers, but it’s not necessarily forever. Take some time to make their exit a smooth one and you may well see them again. Aside from optimizing the unsubscribe process, we have a great line-up of articles this week including a new survey that reveals customer preferences for marketing channels, and best practice tips for email engagement and design.

It’s OK for subscribers to say “Goodbye”

It’s normal to lose 30% of your email list each year due to attrition and that’s perfectly fine. Here are some ways to optimize the process and maybe even keep subscribers from leaving:

  • Make it easy to find the unsubscribe button
  • Make sure that your unsubscribe page is branded for a good last impression
  • Send them to a preference center – sometimes all it takes to keep subscribers from leaving is adjusting the email frequency or personalizing their email experience.
  • Get feedback so you can improve the email experience for those who are still on the list.

New mobile consumer attitude survey shows surprising results

A survey for Millward Brown Digital shows that 68% of respondents found a text or push message valuable. In addition 59% prefer SMS and push campaigns over other forms of mobile marketing including video advertising, banner, standard display ads and even email. More than 50% indicated that a SMS or push message would persuade them to make a purchase over other forms of mobile marketing.

Which Email Practices Seem to be Working for Brands?

Return Path’s recent study seeks to discover which email engagement tactics are working better for brands and a summary of the results can be found below.

ReturnPath-Email-Tactics-and-Engagement-Outcomes-Sept20131

65% of B2B Buyers Concur Emails Shape Their View of a Company’s Brand

A recent report revealed that 65% of B2B buyers agreed that emails shape their view of a company. Here are some recommendations on how you can build your company’s brand image through email.

  • Have your emails come from a specific person instead of a generic email address to increase open rates.
  • Drop HTML for Rich Text to increase engagement rates.
  • Speak to customers in a personal tone and have a company personality.
  • Keep the call-to-action high on the page and helpful.

Email Design Best Practices In 2013 (Infographic)

Email-Newsletter-Design-Best-Practises-Infograph

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