Return On Subscriber – Email Marketing Blog

I am surprised every email marketing program doesn’t allow subscribers the ability to change the  email address they receive campaigns at. According to Pew,  ”More than half of working adults (53%) have both personal and work accounts.” (You don’t want to know how many I have). You can’t expect that the email address someone used to subscribe to your email program will never change. If you are only giving them the choice to unsubscribe, that is the choice they will make.

Here is an Example: The Email

Here Were the Choices: Preference Center

What do you think I did? If your ESP doesn’t give you the option to allow subscribers the ability to change their email address, you might want to investigate one that does.

If someone wants to unsubscribe, just let them unsubscribe.

Making the unsubscribe process difficult or confusing will just aggravate your (former) subscribers and cause real damage to their perception of your business or brand. Don’t make them log-in or make the text confusing. Your not only delaying the inevitable,  your making it worse. And why? If they can’t figure out how to unsubscribe, they might stay and turn into a more engaged subscriber?  Doubtful. The next time your name comes up, that bad experience will be their first memory. Just let them go, it will actually improve your program. (more…)

What better way to illustrate the importance of a email subscriber preference center than through real world examples, right?

After blowing past 1100 work emails last week, I decided it was time to move some newsletters off my work address, and over to a personal address. I imagine a lot of people have this need as well everyday.

So,the first two newsletters I tired this gave me wildly different results.

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