At the time of sign-up, let subscribers know the types of content you’ll be providing via email and how often they should expect to hear from you. Being clear upfront will help you to build an interested and engaged mailing list and minimize your unsubscribe rate.
Do you have a large list? Cater to more than one type of customer? Targeting by interest, location, or buying activity can save you money and prevent you from losing subscribers. Plus, many email services such as make segmenting your email list simple.
Of primary email opens today, 48% are on a mobile device. You can ensure a positive user experience by optimizing your email for mobile—give links proper spacing to avoid tap errors, avoid placing important text within images, and be sure that images are sized properly for mobile viewing (the larger the image, the longer it’ll take to render on your subscriber’s phone). Email service providers can help here, too, as many provide mobile-optimized email templates.
Monitor open, click, and unsubscribe rates across all email campaigns. Watch out for trends in open and click rates, which will give you a good indication of what’s most relevant to your subscribers. Also, keep an eye out for noticeable changes in unsubscribe rates and change things up if rates trend negatively.
The CAN-SPAM Act sets basic requirements for commercial email messaging, and violations can be penalized. In order to stay CAN-SPAM compliant, all emails must include a valid postal address, be sent from an identifiable name and email address, and use a subject line that accurately reflects the content of the message. You must also include a clear method to unsubscribe and honor all opt-outs within 10 business days.