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Four Ways to Avoid Annoying Your Email Subscribers


March 12, 2015

Over the past few decades, email marketing has undergone many changes. As email became an increasingly popular medium in the 1980’s and 90’s, businesses everywhere adapted by sending what seemed like as many emails as possible to their audiences in order to provide them with timely information right in the place where they were already interacting.

However, as the emails rushed in, spam filters and legal email regulations forced marketers to use more creative strategies for their e-mail campaigns. As marketers adapt, they’re starting to focus more on quality over quantity, and are more interested in subscriber engagement and keeping contacts subscribed than they are sending out as many emails as possible.

Despite this shift, marketers need to adapt once again to make their e-mail campaigns stand out from the crowd – without annoying them in the process.

This article from Mashable examines the top four ways you can avoid annoying your subscribers with e-mails, as well as save potentially lost sales and engagements. Here they are:

  1. Change the topic: Identify your subscribers who are overwhelmed with the frequency of your emails through A/B testing. Then, employ some defensive tactics to re-energize them.
  2. Take a break: If you find that you are growing your amount of inactive subscribers, try excluding them from emails that aren’t directly relevant to that audience. Create a control segment and test segment to determine which messages could be skipped.
  3. Frequency Opt-Down: Give subscribers the option to self-select their e-mail frequency. Some people prefer emails daily (depending on the content being provided), while others prefer to receive emails from your brand once a week. Letting your subscribers decide puts the power in their hands – lessening the chance that they’ll opt out completely.
  4. Seasonal Suppression: Even if you have some customers who engage with your brand all year round, you may have some customers who only want to buy from you or interact with you during certain times of the year. Be mindful of these folks, and shortly after a peak shopping or holiday period, offer subscribers who have engaged less frequency to have the option to pause emails until the next peak period.

Read the full article here.