Effective email marketing means getting the right content to your subscribers and getting that content to them when they want it.
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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Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
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.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT