Building a targeted email list involves a lot of fine tuning and a huge learning curve. Just when you think you perfected the process, you confront a new list of un-subscribers. Another day, another lesson! Though I am sure you will learn from the experience, your ultimate goal is to prevent those pesky “opt-outs” from even occurring.
The key term in any email marketing campaign is “relevance”. Your messages must be targeted to the specific needs of your clients. If you run one website, you most likely will not run in to any major problems with your campaign. The problems arise with multiple web platforms so you must stay organized and separate your subscriber lists, if possible. Each opt-in form may attract a different type of visitor and each visitor will possess different ideals and desire distinct material. If you do not give them what they want, they will unsubscribe.
Even if your material is similar, you still may need to separate your campaigns. For example, if you run a website and a blog with the same basic content, yet your brand message is different (i.e. blogs are more personal), it may signify the need for two different types of email copy. You can set up a more personal campaign for your blog while centering it on the same information.
Your main goal is to identify the target demographic of your visitors. If you need more information, invite your subscribers to take a simple poll and reward them with a free report. This will give you a better idea of your list and allow you to more effectively target their needs decreasing the amount of un-subscribers.
How to Prevent your Subscribers from “Opting-out”
Building a targeted email list involves a lot of fine tuning and a huge learning curve. Just when you think you perfected the process, you confront a new list of un-subscribers. Another day, another lesson! Though I am sure you will learn from the experience, your ultimate goal is to prevent those pesky “opt-outs” from even occurring.
The key term in any email marketing campaign is “relevance”. Your messages must be targeted to the specific needs of your clients. If you run one website, you most likely will not run in to any major problems with your campaign. The problems arise with multiple web platforms so you must stay organized and separate your subscriber lists, if possible. Each opt-in form may attract a different type of visitor and each visitor will possess different ideals and desire distinct material. If you do not give them what they want, they will unsubscribe.
Even if your material is similar, you still may need to separate your campaigns. For example, if you run a website and a blog with the same basic content, yet your brand message is different (i.e. blogs are more personal), it may signify the need for two different types of email copy. You can set up a more personal campaign for your blog while centering it on the same information.
Your main goal is to identify the target demographic of your visitors. If you need more information, invite your subscribers to take a simple poll and reward them with a free report. This will give you a better idea of your list and allow you to more effectively target their needs decreasing the amount of un-subscribers.