Analyze This!

If unsubscribe and/or abuse are the largest sources of list attrition, review current e-mail practices and evaluate the frequency and content of the communications. Are you e-mailing too often? Is the content stale? Surveying unsubscribers just before they opt out can provide valuable insight.

When we look beyond one campaign or one clickthrough and focus on longer-term activity, we can begin to design e-mail strategies tailored to the individual e-mail address and, in turn, cultivate a better e-mail subscriber — and eventually a better e-mail donor. The person behind that e-mail will appreciate that fact that you know who they are. FS