How do you deal with "ruthless" unsubscribers from your email list?
By Debbie Weil
ANSWER: Be kind to them.
It sounds contradictory, but best practices are to make it as easy as possible for subscribers to change their e-mail address, get off your list permanently or contact you.
Remember, they donít hate you or your publication. They, like you, are simply overwhelmed with information right now and may be trying to staunch the flow of messages into their in-boxes.
Think positively. Perhaps your unsubscriber isnít "ruthless" after all. Perhaps he or she will rejoin your list at some point.
Craft your subscriber information carefully. Always put it in the same place so your reader knows where to find it. The bottom of your newsletter is standard.
Hereís a suggestion on how to organize subscriber instructions to prevent "ruthless" unsubscribing:
1. Change email instructions
Offer a quick option that allows subscribers to change their email address. I am astounded at the number of e-newsletters that omit a "change email" link or instructions on how to change your email. Itís a must if you donít want to lose subscribers!
2. Unsubscribe link
You might want to make this an email link so that a new message pops up prepopulated with a unique unsubscribe address. That gives your readers a couple more seconds to make up their mind about unsubscribing.
Sometimes an "instant unsubscribe" link is a little too... instant. A trigger-happy reader may just click on it without meaning to. If your unsubscribe link goes to a Web page, add some friendly copy and a link so that your reader has an easy way to resubscribe from this page.
3. Contact us
If subscribers hit "Reply" after receiving your newsletter and canít reach you - itís not unusual for the reply-to address to be set up this way - be sure to offer them an e-mail address through which they can reach a live person at your company. Also include a phone number.
Read this article in BtoB's E-mail Marketer Insight "Ask the Expert."
March Madness in the WordBiz Store is over...
Call it March Madness (if you're a basketball fan). Call it a Spring Fling (if you're in the northern hemisphere and can't wait for the daffodils, crocuses and tulips).
Fifty percent off March Madness sale
For five days (through midnight EST Monday March 28, 2005) we slashed 50% off the price of every guide in the WordBiz store related to Marketing With E-newsletters.
Why? Find out below...
Visit Marketing With E-newsletters
You can still purchase all the guides below but they are no longer fifty percent off. You'll have to wait for March Madness 2006!
Bob Bly's One-hour a Month Ezine Formula
$59 $29.50
Secrets of Effective HTML Newsletter Design
$59 $29.50
Make Your E-newsletter Sell
$29 $14.50
WordBiz E-newsletter Starter Kit
PDF:$97 $48.50
Printed binder + CDs: $197 $98.50
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Continued...
E-newsletter marketing is not dead
Why the sale?? NOT, mind you, because these meaty guides are no longer useful. On the contrary, they're filled with specific tips you can use immediately. But precisely because e-newsletter marketing is not dead.
In fact, knowing how to write, produce and deliver an effective e-newsletter or ezine - and follow best practices - is more important than ever these days.
Blogs and RSS are still awfully new
Yes, blogs are an intriguing additional communications channel. But unless you can convince your list to subscribe to your blog via RSS, you still need to reach out to your audience via email.
So go for it... there's bound to be a guide or two about Marketing With E-newsletters in the WordBiz Store that you'll find useful.
My personal favorites
Make Your E-newsletter Sell
50-page PDF: $29 $14.50
This is an attractive compendium of the best articles from WordBiz Report on how to make your e-newsletter a more effective marketing and sales tool. A best buy.
Bob Bly's One-Hour a Month Ezine Formula
Based on a terrific audio conference I did with Bob. Yes, he reveals exactly how he manages to put together a sales-generating ezine in one hour a month. $59 $29.50
His technique may or may not work for you. Regardless, great ideas for how to organize content... and turn your readers into customers. You get an edited 83-page PDF transcript that includes his detailed PowerPoint. PLUS the MP3 audio recording. Download it to your iPod!
WordBiz E-newsletter Starter Kit
149-page PDF: $97$48.50
or
149-page printed guide in a snazzy 3-ring binder + CDs:
$197 $98.50
This is a richly-illustrated 149-page guide that covers everything you need to know if you haven't yet started to market with an e-newsletter... or want to improve an existing one.
You get specific tips on
content and style plus must-know information about the nitty gritty of publishing an ezine. Dozens of screenshots of e-newsletters you can steal from. This comprehensive guide gets excellent reviews.
Note that it comes in two flavors... digital only or print plus audio (you also get the PDF). Listen to the Audio CD, "Creating Killer Content for Your Audience," on your way to work.
Have fun perusing my E-newsletter Marketing guides and buy lots. Remember, March Madness only comes once a year! Sorry... it's over til 2006! Feel free to send this issue along to a friend.
