Avoiding the email churn
If you have an email list you will at some point suffer from email churn. Depending on the list and whether you marketing B2B or B2C it will be between 10-30% every year.
This means that you constantly have to add new subscribers to your email marketing lists.
However there are a few things you can do to keep email churn to a minimum.
When someone subscribes to your list send them a series of emails reminding them of the benefits of subscribing, re confirm why they signed up and how often you are going to send those emails.
Make sure your email program provides value, if someone signed up to get money off vouchers make sure you supply them, and make them better than any offline offer, e.g. 20% online compared to 10% offline/in store
It's very tempting in the current economic climate to do more with less. With email being relatively cheap compared to other forms of marketing it's tempting to try and squeeze more from your list - Don't over email or over sell to your list - you'll alienate subscribers.
Send more relevant messages to different parts of your lists. e.g. peoples buying habits.
If you promised to send an email every week or month then do so. Not sending regularly leads to people becoming disinterested
Change the offers you feature, mix editorial with sales, change graphics but becareful not to over do it.
Always honour your unsubscribe requests however they come in. Remove hard bounces. Spring clean your list regularly
Reengage subscribers who have not acted on your emails, or who don't open regularly
In the rush to get campaigns out and get results in taking time to analyse results is often overlooked. Take time to look at campaign results and act upon them
A/B split testing of subject lines, creative or landing pages. Only ever test one variable at a time.