The one inarguable truth in email marketing is that you should strive to retain the subscribers on your email lists
. A reduction in the number of clicks of the unsubscribe button must be one of your main targets. Whilst the overall costs of email marketing are much lower than for any other form of direct marketing, obtaining email addresses is the one big expense. So take care of them.
In the art of retaining those on your email lists there are few proscribed procedures and it is best to find what is good for you. But there are truths that are universal.
The most basic is not to take the loyalty of your subscribers for granted. The examples given below are instances where those engaged in email marketing have done just that.
If a customer has bought a particular item from you, such as a printer, it can be seen as rather contrary to good sense for the next marketing email to offer that particular item at a lower price or, just as bad, a better printer at the same price. And it is pretty stupid to offer the same one again at the same price.
Do not bother them. If they have just joined your email list it is counter-productive to suddenly inundate them with offers. Treat them gently. The first few marketing emails should be irresistible.
If the item is a second purchase then ensure that your email marketing software can cope if they tick the subscribe box again. They will not be amused to receive the same offer twice.
Do not send them a marketing email for something just because you have overstocked that item and want to shift it. Make them offers that you have some evidence they might be interested in. No matter how good the price, if it is of no use to them then they will see it as an imposition.
Refer to them by name. By calling them Dear Customer you are telling them that they are merely an email address.
Once someone subscribes to your email list the work has only just begun. Email marketing is all about keeping them on board.