Mailing List Tactics
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If you've subscribed to various electronic mailing lists, you've probably encountered a few tactics aimed at convincing readers to stay subscribed. Here's a quick list of such subscriber-retention techniques.
1. Hide the Unsubscribe Link. Some newsletter owners will insert empty or blank lines after the end of their message. This, in effect, pushes the standard unsubscribe link away from the body of the message.
In other words, if people don't readily see the instructions on how to unsubscribe, they'll most likely not unsub.
I don't recommend this tactic, though. Besides, people might simply delete your email or use GMail filters so that they don't even see your message.
2. Offer a link to the complete article. When you broadcast to your list subscribers, and provide them a link to a webpage for the completion of your incomplete article, that takes them away from their inbox.
Even if your unsubscribe link appears near the bottom of your email, your readers might not be able to focus on it because they've clicked on over to a web page.
3. Make your readers look forward to the next email. This is my favorite technique. In your broadcasts, you can give your readers some kind of teaser about what to expect in the coming email. If you are able to get them curious enough, they will not unsubscribe because they want to find out what you're going to write next time.
A variation of this tip is to create some kind of cliffhanger ending. You know those old radio plays or those telenovelas when some conflict or interesting action happens, and before it is resolved the episode ends with: "Stay tuned next time for the continuation of..."
I hope these quick tips help you grow your mailing list. What? You still don't have a list? Better start building one as soon as you can. Afterall, you can't afford to rely too much on just search engine traffic forever, can you?
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"Mailing List Tactics"
First Posted: December 22, 2007 | Filed in: General
