Worried about the response rate to your email campaign? If so, you’re not alone. Over 90% of email subscribers have unsubscribed from a list they initially opted into. Of those, the majority have done so because they felt the content was boring or irrelevant.

Did you see those numbers? Go back and read them again. That’s a lot of people who are dissatisfied with the way businesses are marketing themselves. Most likely, those unsubscribes started out as non-responses. If you can reach the non-responders before they opt out, you may be able to salvage some valuable contacts. For everyone who has ever sent out a boring or irrelevant email (let’s just all admit that we have), it’s time to consider these strategies for keeping your subscribers engaged.

• Value, Value, Value

Why should anyone read your email? Does it provide useful information, special offers, discount codes, or other incentives? Is it personalized? Do you use list segmentation to target your offers even further? If you don’t know what your audience considers valuable, try sending them a brief survey asking what their expectations are.

• Optimized Subject Lines

Subject lines that appear cutesy, overly clever, or use gimmicks to grab attention (exclamation marks, all caps, strange punctuation) will often be viewed as spam. Keep your subject lines clear and straightforward, incorporate your keyword, and try to communicate the overall value of the email.

• Other Communication Channels

If certain subscribers don’t respond no matter what you do, try reaching them through other communication channels before you purge them from your list. Direct mail and social media can provide opportunities to entice subscribers back with special offers or incentives.

• Set Frequency Expectations

Another reason people unsubscribe from email lists is that messages arrive too frequently. Communicate up front how often you’ll be sending your messages and stick with it. If you plan to change the frequency (around a holiday or before a big sale, for instance) let readers know so they won’t feel deluged.

• Credible From Address

If the from address looks spammy, your message may not make it to the inbox. Be careful with abbreviations and try to stick with a from address that is immediately recognizable.

eConnect Email can help you at each stage of the process, whether you’re improving the design of your email, segmenting your list, tracking user behavior, or testing alternate versions of a particular message element.  If all else fails and you can’t re-engage the non-responders on your list, it may be time to let them go, clean up your list, and move on.

Just last week, I walked out of a store and got in my car only to discover a few miles down the road that I was cheerfully humming “Silver Bells.” Christmas music already? You bet, and now is the time to focus your efforts on holiday email campaigns that deliver the goods. Without further ado, here are my top ten email practices that will determine whether your subscribers put you on the naughty or nice list.

Naughty: Ramping up email frequency without fair warning.

Your subscribers have come to expect messages from you at a consistent frequency. Start increasing that frequency without telling them and they’re likely to dump you in the spam folder.

Nice: Ask for permission if you plan to change sending frequency.

Or better yet, give subscribers the option to set preferences. Segment your list so that those who opt in can receive daily holiday reminders, while other subscribers can still receive emails at the intervals they’re used to.

Naughty: Sending fluff emails, just because.

Your subscribers already have to wade through more email than normal at this time of year. Don’t waste their time with holiday greetings that provide no benefit.

Nice: Include a clear benefit and call to action in every email.

Make sure the subject line communicates the benefit and that customers can take action directly from the email.

Naughty: Ignoring mobile users.

As the number of people using mobile devices to check email increases, so does the frustration caused when your email doesn’t display properly on the subscriber’s iPhone or other smart device.

Nice: Design your email for mobile screens.

Include a call to action that can be viewed without enlarging and make sure subscribers can easily access a mobile version of your website.

Naughty: Failing to communicate shipping policies.

Shipping makes a big difference for most online holiday shoppers, and failure to communicate can result in lost sales.

Nice: Promote special holiday shipping offers in your email subject line or state clearly in the body of the email.

Free shipping can make the difference between a lead and a completed sale, so highlight it if you have it. If you don’t, it’s still a good idea to provide a clear link to your shipping policy.

Naughty: Failing to follow through post-holiday.

Don’t leave subscribers hanging on December 26^th. Post-holiday needs should comprise an essential part of your holiday email campaign strategy.

Nice: Communicate post-holiday specials clearly and promptly.

Return policies, clearance sales, and New Year’s resolution targeting can all be appropriate elements of your late December and early January email strategy.

Let eConnect Email help you keep your email campaign on the nice list this year by taking advantage of our customizable templates, list segmentation, deliverability, and tracking data. Eggnog, anyone?