B2B Web Strategy Blog – eMagine

Keeping your email subscribers on board

June 24th, 2009 Posted by: Bill Gadless

According to MarketingSherpa/ADTECH research, 44% of marketers believe that email marketing to their house lists has “great ROI”.  So you want to do as much as possible to keep your list names from being in the 69% that either “occasionally” or “frequently” unsubscribe from opt-in lists, according to Epsilon and ROI Research data.  The biggest reasons (per the same survey)?

• 67% – Irrelevant content
• 64% – Receive too frequently
• 50% – Think address being sold
• 48% – Don’t recall signing up

We found that brief research summary in a June 17th piece in eMarketer’s free newsletter.  The moral of the story seems pretty clear:

• Don’t email content that you’re not sure your readers will find useful.
• Avoid a too-frequent blast schedule;  weekly – if not every other week – is probably about max for B2Bs.
• Don’t use a shady or disguised opt-in process, and do reassure your subscribers that “your address is safe with us.”

Entry Filed under: B2B Web Strategy,email