Unsubscribes are inevitable, but they don’t always mean your subscribers just aren’t that into you. An increasing number of departures from email lists are not eschewing your brand as much as trying to manage the load on their inbox. I see a lot of brands try to talk customers out of unsubscribing, but a better tactic is to give them alternatives for keeping in touch with your brand. The Unsubscribe confirmation page then is a perfect place to promote your social channels and encourage folks to stay in the fold that way.Messages in social channels do not need to be managed and triaged in the same way as email, making them a little easier to live with for subscribers facing information overload.
If you have multiple channels (like Facebook, LinkedIn, Twitter and Pinterest) make sure you tell people what each one is used for so they can follow you wherever makes the most sense to them.
Each week on “Emailioration Monday” we spotlight a single tactic you can implement this week in order to improve your email marketing. Share tips of your own on Twitter at #Emailioration, and see the full collection of Emailioration tips here.