Subscriber Feedback: Learnings from Unsubscribe Reasons

I’m always glad when I get feedback on my email marketing work – feedback from blog readers, from book reviewers, and especially from subscribers to the weekly email marketing roundup.

Open and click rates are good things to have, but sometimes it’s more inspiring to look at non-aggregated, discrete, unstructured, plain, personal and sometimes harsh opinions. Reading replies makes email marketing feel more “one-to-one”, and – even better – there much to learn from them.

To gather comments, I placed several short free text fields, for example

  • during the sign up (“describe the perfect email marketing newsletter”),
  • when rating an email (“what did you like so far, and what not?”),
  • and when unsubscribing from future messages.

I read all answers carefully, and I use compliments as testimonials to convince blog readers of signing up.

But for now let’s have a look at

  1. why people unsubscribed from the weekly email marketing roundup and
  2. why this is interesting information:

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Which list building tactics are effective and yet easy to implement?

There are numerous touchpoints, where one can ask for the email address. Some turn out to be more promising than others. Are the promising ones also harder to implement? Two recent surveys – one from Ascend2 [pdf], one from MarketingSherpa (web) – reveal that this is not necessarily the case: Continue reading

Email Evolution Conference 2015 – Twitter Wrap-up

Last week, Email Evolution Conference 2015 took place in Miami. Besides Guy Kawasaki’s Keynote and the award ceremony, a deliverability panel became one central point of the conference. Here are some interesting thought snippets from #EEC15:

eec15

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How to match an email list against a suppression list

Sometimes it’s necessary to select a list of email addresses which are not part of another list of email addresses. One use case would be a publisher matching his subscriber list against a suppression list of an advertiser. The suppression list holds users who don’t want to hear from the advertiser anymore. So it makes perfect sense to exclude them from the upcoming email send.

How can you achieve such an address matching efficiently on your computer? One way would be to use a database like Microsoft Access. A data manipulation tool like R offers another possibility. Here is a quick step-by-step guide for the latter one: Continue reading

A word on the International Email Privacy & Consent Guide from act-on

international-antispam-lawsI generally like tabulated summaries. However, sometimes they tend to provide dangerous superficial knowledge. One example is the new “International Email Privacy & Consent Guide” from act-on (right figure), which is to provide an overview of the quite heterogeneous anti-spam law landscape. I don’t think it does. But decide for yourself… Continue reading

Editorial calendar for saisonal email marketing

Mining email subject lines gives you a pretty good picture of the yearly content marketing calendar: Continue reading

Who are the top email marketing influencers 2014?

By the way of speaking about the most read email marketing blogs: it’s also time to do a quick refresh of my recommended 250 Twitter follows (gleanings). The list is about one and a half year old already; there may be some new influencers, who you should follow, and others, who quit talking about email. Please find the new and condensed overview below: Continue reading

Top email marketing blogs – ranked by the number of subscribers

Every now and then (and then and then and then and… :-) ) someone asks for popular email marketing blogs. We all got our preferences. Here is a somewhat different list: one that ranks based on how the number of Feedly.com subscribers developed over time… Continue reading

Litmus Email Design Conference – #TEDC14 Twitter Takeaways

Last week, the Litmus Email Design Conference took place in Boston Harbor. It “… teaches email designers, marketers and strategists how to produce great looking—and performing!—emails.”

As with the Sherpa Email Summit, I wasn’t able to attend. Ok, if you get my weekly newsletter or look at this blog, then you know that I’m not much of an design guy anyway ;-) . Nonetheless, I followed the discussion on Twitter and made notes.

Here are some impressions in pictures, popular tweets and web resources, which might be useful to you:

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Learnings from testing email signup copy

You might have noticed the banner on top of the emailMarketingTipps.de homepage, which asks visitors to sign up for my weekly email marketing roundup newsletter. That is, if the visitor has not already done so or if her cookie expired, because in that case, the banner is omitted. In the past, I have done some testing on choosing the right words to drive attention and interest.
optin-1
Here are some results: Continue reading