You've optimized your acquisition process; you're gaining new customers; you're sending them the content you promised when they signed up. You should be growing your customer base, right? Not if you aren't able to plug the leak on the other end.
You may want to consider opt-down and other options, rather than a simple "Bummer, see ya later." There are three ways to do this effectively.
Remember that effective email marketing means getting the right content to your subscribers and getting that content to them when they want it. By offering them the chance to reduce frequency or content, or change their email addresses, instead of unsubscribing altogether, you'll be able to improve your relationship with these customers and increase their engagement.
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Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Tia Matsumoto is a Senior Planner on the Strategy & Analytics team at e-Dialog. She has 12 years of integrated marketing experience with an extensive background in business development, client services, and expertise in direct marketing with a digital emphasis. With proven success translating performance data into strategic action plans that increase brand exposure and leverage organizational position she has been integral in the development and execution of multichannel database marketing strategies for clients including: Abbott, American Airlines, AirTran, Calendars.com, Emergen-C, Kellogg's, NAPA Auto Parts, and The North Face.
March 19, 2014