4 Tips for Retaining E-Mail Subscribers

Jul 10, 2012

You’ve built an e-mail list and are regularly sending e-newsletters, special offers and other updates to current and prospective customers.

Are you doing all you can to make sure your targeted audience is not only getting your e-mails but opening them up and reading them?

“E-newsletters and e-mail blasts are a great way to engage customers and inform them about news, events, discounts and products in your company and your industry,” according to the National Federation of Independent Business (NFIB). “But it can be difficult to retain a list of subscribers, especially since federal law requires that you give them the option to unsubscribe from your e-mail blasts.”

The NFIB offered these four tips for hanging on to your e-mail subscribers.

1. Create valuable content. “When sending e-mail blasts, it’s important keep your audience’s expectations in mind,” the association recommended. “If your subscribers don’t receive the content they signed up for, be prepared for an increase in unsubscribers.”

2. Consider time and frequency. “Sending too many e-mails is another fast way to increase your unsubscribe rate, as people often opt out if they’re inundated with e-mails,” according to NFIB. “Consider sending timely updates, but monitor spam complaints and unsubscribership to assure that you’re not overwhelming your readers.”

3. Conduct subject line tests. “Send e-mails to sample recipients and track the amount of unique readers per sample,” the association suggested. “The best subject lines will have the most readers.”

4. Know your demographic. “To keep subscribers interested and engaged in your e-newsletter, tailor the information according to the demographic that you’re reaching,” NFIB suggested.

To read the complete NFIB article, click here.