One of the main reasons subscribers stop opening emails and unsubscribe from lists is because the content they’re receiving isn’t matched to their preferences. You might be sending them messages on subjects that don’t interest them, or you could just be emailing them more often than they prefer.
That’s why it’s so important that you get to know the preferences of your email subscribers. When you know what they want and act upon it, you can increase open rates, boost response rates, and run a more profitable email marketing campaign.
Many savvy companies have started sending welcome messages to new subscribers with links to a subscriber preferences form. The subscriber can then indicate his or her preferences on a range of different factors, and the marketer can adjust communication accordingly.
If you’re going to implement a subscriber’s preferences tool in your campaign, make sure it includes the following: