5 tips to keep your email subscribers

1. Make your subject lines interesting. While this could be the topic of an entire article, making subject lines interesting and relevant is one of the most important factors in keeping the current subscriber base. If subscribers are not hooked by the subject, the message is likely to end up in the deleted folder. Subject lines should be short (less than 60 characters is ideal) and let the readers know what the email is about. Subject lines should never be misleading to avoid both subscriber distrust and legal ramifications from CAN-SPAM and CASL.

2. Send your emails from an email address the subscribers will recognize. This will help avoid accidental unsubscribes from professionals that are, in fact, still interested in receiving emails from the company. The “from” email address should always be registered to the company’s web domain. Email newsletters that come from popular consumer domains such as Gmail, Yahoo, Hotmail and AOL are likely to raise red flags and end up marked as spam.

3. Build a relationship with your subscribers. Relationship building is one of the major foundations of marketing. From taking constructive criticism to creating conversations about the newsletters, email is an easy way to communicate with buyers and potential customers. For profit and nonprofit organizations can both utilize this tool to set a strong foundation for future business.

4. Produce relevant content. Whether newsletters include original content or shared content from other industry related sources, it is important that the information is relevant to the target audience. This often means that the email should not be entirely devoted to self-promotion. By giving subscribers information they would be interested in reading otherwise, the company’s reputation is built as being an industry leader and a respected source for information.

5. Resist the urge to send too many emails. Most industries are not changing fast enough to have high quality content that is worthy of sending to subscribers every day. By compiling the best information throughout the week and sending either one or two emails every week, subscribers can get everything they are looking for without being bombarded with too many emails.