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In email marketing, it is observed that too much emphasis is being placed on the importance of growing the customer list. Many marketers feel that the whole marketing campaign is dependent on this growth to achieve its ultimate objective. Nevertheless, it is a well known fact that from the business point of view, it is definitely more cost-effective to retain the current list of subscribers than to look for new ones.

Email marketing requires constant communication between you and your customers. The email has to be sent to announce your product or service and subsequently bring in the sale. Much work has to be done along the whole process of buyer conversion. Trust and confidence in you and your product or service gradually brings to life a new relationship between you and your customers. In email marketing subscriber retention strategies, the vital issue is relationship. This relationship necessitates the knowledge of the type of subscribers that you are keeping in your database, as well as the kind of information that they normally seek from you. These subscribers will be delighted and satisfied. They will be contented to keep or grow this special relationship with you.

In email marketing, it is imperative to monitor the subscription list and track the movement of these subscribers. Subscription do not come easy, therefore it is precious to retain every subscriber to the best of your abilities. There are several strategies that can be taken to keep track of subscription retention.

(1) Write appealing, interesting and stimulating content

The emails that will be sent out to your subscribers must be carefully drafted. They are playing the role of retaining subscribers who have the freedom to opt out of your list. The content within the emails must be able to stimulate and keep the subscribers with relevance and meaning. Such content may include success stories, awards and merit, feature articles and FAQs, just to name a few. Content that is powerful, meaningful and timely will increase click-throughs that will bring in the sales numerics.

(2) Set the frequency for the dispatch of the emails

This is an important factor as far dispatch of the emails is concerned. Emails sent too often will result in message deletion and subscriber withdrawal. Subscribers will be unnecessarily annoyed in receiving so much emails too regularly. On the flip side, if emails are not sent on a frequent basis, the possibility of customers forgetting about you and your product or service will definitely be very high. All these boil down to one important finding, and this is about the fact that a balance must be struck between who are your customers and what is the current standing of your relationship with the customers.

(3) Target the right audience

In email marketing, the opt-in box plays the important role of collecting the names and email addresses of customers. Information that will be collected via this opt-in box must be correct and specific. It must support the segmentation of subscribers to facilitate easier follow-up. The initial subscriber information must therefore be subject to careful selection.

(4) Extend a warm welcome to your subscribers

Warmly welcome your subscribers. Use a pleasing and welcoming tone to strike a good opening act with them. The first impression counts. The welcome message must make the subscribers feel comfortable and at home with you. Let them know what sort of content you will be sending them, and what bonus they will get for signing up. The welcome message should preferably be short, meaningful and appealing.

(5) Constantly review the subscription strategy

Everything changes over a period of time. The subscribers would have changed their interests and passion at any time of the year. It is therefore important to keep a review schedule that will list out those subscribers who have their interests changed. This process will ensure that the potential of the emails will be maximized throughout the year. Strategies must be adjusted accordingly.

(6) Opt for quality and not quantity

Quality of subscribers is of essence to the success of the subscribers list. Subscribers who are qualified and interested are the ones who will contribute to the marketing campaign. Having 500 subscribers who are serious with the emails will definitely be more worthy than having 5,000 subscribers busily deleting them. That said, it is vital to pinpoint precisely the target audience for your product or service. Proper segmentation will result in quality lists.

(7) Keep the emails short and sweet

Effective emails are those which contain powerful content that are both interesting and convincing. They must be kept short and sweet. Long messages will go for a quick deletion. Subscribers may be busy at that point in time. Make the emails work within 5 seconds; provide the main pointers in the email. For all other information, just provide the link.

Subscriber retention is important if email marketing is to be successful. It should not be compromised. It must be given top priority as it can make or break the campaign.

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