Spambots are small units that crawl the web for email addresses found in social media channels, forums, comments and web pages such as ‘Contact Us’ pages and others. As the layout of email ID largely varies, spam bots can easily jot down programs to gather in that specific format.

It begins with spambots trying to locate “mailto” (HTML expressions that are used for presenting email IDs on the web). Here is an example to show how these work:

<a href=”mailto:”>reach us</a>

In this example, the information following “mailto:” is the email ID. To a web browser is appears as “Reach Us” and when clicked the link takes visitors to the default email client by stating the e-mail address which is mentioned within the tag.

While many users prefer using the “mailto” tag, some may choose words instead of symbols so that spambots cannot notice them. For example, they may write as “nmail dot com” instead of However, spambots have become creative in the ways they extract data within many variants of of “”. These bots will be able to scan through and look for formats such as, “yut at nmail dot com” or “yut[at]nmail[dot]com“ and still pull information.

In short, spam bots examine all types of formats that are used in current email address formats online, and then save the information for spamming functions.

The safest option for protecting your email address is to implement a graphic because spambots cannot scroll and read a graphic. For example, you can paste the email address on image editing software such as, MS Paint or Adobe Photoshop and put that graphic on various pages such as the homepage, ‘Contact Us’ or ‘About Us’ pages. Please note that comments or discussions in blogs and discussion boards cannot use a graphic image in the signature part, so you may not able to apply it in these areas.

Spambots are also defined as automated programs that crawl or run online to collect email addresses for individuals and organizations that will implement its data on email addresses to deliver (spam) email.

Why emails get marked as spam?

Spam bot filters maintain an extensive list of parameters when assessing the “spamminess” from email addresses they collect data on. These bots evaluate all possible factors and use those factors to define the spam score that determines if the email campaign can pass through the spam filter. If the spam score surpasses the specific threshold the email addresses get reported as spam and then push the email straight to the junk folder.

All spam bot filters function differently from each other, however, email “passing” scores get determined by specific server administrators. Email marketers should remember that when emails surpass the filter without any error they can still get flagged by Spam Filter B.

Because of this, it’s very important to know the factors that contribute to marking your emails as ‘Spam’. These factors include:

Visual elements and templates

Your email templates might look impressive, but your graphics may damage the connection between you and your subscribers, thus spoiling conversions with subscribers. Email clients like Gmail may often block your visual message that are found larger than or equal to 102 kB and mark that part as “clip off”, which stops your recipients from seeing the email message that is embedded in the graphic.   

Email clipping

A major problem in email marketing is delivery to recipients who use Gmail. Gmail users often cannot view the whole email if they do not click the “View entire message” button. In such cases, senders will not be able to monitor email open rates of those campaigns that users view on Gmail because those emails get clipped due to their tracking code being embedded at the bottom of their email. Additionally, when multiple images are contained in an email template the emails get not only marked as spam but Gmail also sends those emails to the “Promos” tab.

More images and less text

Having too many images in an email is one of the most common reasons why emails are blocked by spam filters. Marketers who are using visual cues or images in their event invitation emails need to rethink their selection of email design in order to prevent being marked as spam. If you  are sending an HTML version of your image-heavy email containing graphical presentation of the invitation consider sending an additional text version of the email by giving the full information of the event, special or promo in text. Inclusion of large graphics increases the chance of your email being flagged by spam bot filters which also increases the risk of higher bounce rates for an email campaign.

Spammy keywords

Inclusion of spammy keywords in the email subject line can trigger your email getting filtered by spam bots. Some of the most common words that trigger this filter include “Hello”, “Only”, “Remove”, “Never” and “Click.” Apart from these trigger words, email subject lines that are written in all uppercase can also be marked as spam.

Campaign metadata

Metadata is the “data about data” and, in context to email marketing,  communicates info about the email user including the IP address from which the email was sent, IP address of the recipients, the timestamp of emails, the information about email senders and also information about recipients. Spam bot filters inspect the metadata of emails to evaluate if the email is spammy. The following items should be taken into account regarding metadata to prevent triggering the spam filter.

  • Make sure you ask subscribers to add your address to their email address book to avoid being redirected to the spam box
  • Apply merge tags in emails to personalize the “To:” field in campaigns
  • Ask your subscribers to send you replies

How to cope up with spam bots?

  1. Though there are only a few ways to cope with spambots, one of the best methods amongst those is to refrain from posting and spreading the email address on the Internet. However, businesses need to spread their contact details for lead generation and to increase user engagement, especially when you are promoting your business through social channels, videos, and so on. In those cases, marketers can bind their email addresses in graphics or images, instead of sharing as text, so that bots are unable to scan and filter their email for spam.   
  2. Another way to deal with spam bots is to break the email address by entering space and tags in between the words within email addresses, and then render it accurately when the webpage is live. For example, if the email address is “” then deconstruct the email address and craft it as:


Then store in different parts. When a visitor clears the captcha and confirms they are in fact human,  the email address will automatically arrange into the right format and be displayed in the right email pattern such as  “”.

  1. Another method of dealing with spam bots is to replace with ASCII characters. That’s right, you can simply replace the symbol “@” (at) and “.” (dot), which determines a phrase as an email address, with their ASCII characters or other characters that are not permitted in email addresses. Following this method, you can make your email address “” appear as “you&#64nmail%com”. However, one downfall of this method is that human visitors might find the email address confusing and not even realize it is an actual email address.
  2. Another technique to bypass spam bot filters for when your business needs to share email details on discussion boards or blog comment sections is to insert clear, textual instruction within the email address that your human readers can understand. One great technique is to include something similar to this:

“you[RemoveThisBeforeSending]”  or “you[at] (Clear # from your email ID before sending)”.

Your human visitors will be able to understand what parts of the email to remove before sending, however, spam bots will scan the entire email address and will not use it since they cannot understand how to read it.


How to identify spam bots?

The spam bot filters collect email addresses from websites, special-interest group (SIG) postings, social networking sites, forums, discussion boards, blog comment sections and chat-room conversations. These bots work as parasites by ruining your web analytics information as well as destroying your sender reputation. The first step in avoiding spam bots is to identify them as soon as possible. You can do so by utilizing the following tips:

  1. Spot the spam bots

These bots can be found spanning over the date range in analytics or you could spot a random thorn in your web traffic. You can notice bugs in the form of hundreds of sessions within a specified date range. Ensure they aren’t there by always following your data closely and analyzing anything that seems off.

  1. Identify behavior

Spam bots are implemented in wide scale and gradually. If you can identify the behavior of the bots, you will be able to understand the motive of those bots. The following are commonly noticed characteristics of spam bots:

  • Sourced from a specific geographical location
  • Traffic source can be direct or referral
  • Originate from the same specific IP address
  • Generate numerous sessions all at once
  • Short time on site
  • Increasing bounce rates
  1. Recognize the source

Now that you have spotted the location of the traffic originating from the spam bots, you need to examine the type of source of traffic, whether it is referral or direct. Check to see that the technology platform and network source have or have not been used by spam bots to create the traffic session.

Tips to avoid spam bots and protect email marketing against being spammed

These email marketing tips will help protect you against the risk of spam bot filters, further  protecting your sender reputation.

  • Build an email list organically

Marketers can place a web form on their website to enable visitors and subscribers to sign up to their email list when they want to receive industry-specific content, demos or offers within emails and newsletters. Marketers can also incorporate registration links to invite users to sign up on corporate social media channels such as Twitter, LinkedIn or Facebook. Apart from these, you can place a sign up sheet at within your brick-and-mortar store.    

  • Personalized confirmation message

Create a personalized confirmation message for your subscribers to inform them that registration is complete and successful. A confirmation message not only provides an extra special touch, but can also help in a technical aspect, as you can track who gets to the ‘Thank You’ page within your email marketing automation system and in Google Analytics to see trends, process complications or issues as well as track if this stat increases over time.

  • Include captcha

The captcha is a great tool for avoiding spamming as it can be placed in various places throughout the sign up process. However, do not use TOO many captchas or else you may prevent or discourage human users from going through the entire process, forcing them to abandon your sign up.

  • Set the right expectations

Utilize your landing page or a page on your website to explicitly guide your subscribers on what to do and how to sign up for a particular offer. Creating a welcome message on the landing/web page that carries over from an email marketing campaign, as well as describing what users will get once they sign up, will set clear expectations so that the user doesn’t lose trust of feel as though they have gotten tricked by your company. Likewise, a follow up and/or welcome email will also set an expectation on how often they will (or can) receive emails from your brand and the topic on which they will receive messages and information.

  • Plant a link to unsubscribe

You must place a link for your subscribers to unsubscribe within all your emails. Including guiding text such as, “If you do not want to receive our emails, please feel free to unsubscribe” will help make it clear for them to adjust communication preferences. Placing a button to unsubscribe within each email is the best and clearest option, as it gives your subscribers an easy way to opt out and also builds trust that you aren’t forcing them to stay on your email list.

  • Make use of HTML

Spam bots face difficulty when working with Javascript codes vs than they work with plain HTML. In order to avoid spam bots, you need to substitute the low-key “email field” type code that HTML contains with javascript codes so that spam bots can spot while they examine pages. By using Javascript signup form code, you can prevent spam bot issues vs if using just simple HTML codes.

  • Include Spam spotting field

Including spam identification helps counteract any spam problems quickly and effectively. To do this, all you need to do is place a simple text field (simple) into your sign up form. Something such as asking a question (IE: Mother’s maiden name? What is your pet’s name? etc.) can only be answered by a human, ensuring bots are stopped at this point in the process. To take this a step further, you can also ask a question closely related to your product, brand, or segment in order to get further data on your subscribers. This method is not only helpful in preventing spam bots from attacking your email list, but benefits you as you collect more data around your audience.

Gone are the days when sales team players would solely own the credit of consistent exchange and interactions between the buyers and the brand. With the right metrics and reporting tools in place, marketers’ contributions are measured and acknowledged in revenue generation. Marketers will be now able to measure the impact of campaign activities and report the performance of those programs by monitoring and reporting tools in marketing automation systems. Marketo, being one of the frontrunners in marketing automation platforms, equips marketers and organizations with a comprehensive range of reporting tools to measure all types of marketing activities. With Marketo, marketers have their pick of reporting tools.

Types of Marketo reporting tools

Marketo reporting tools are broadly divided into two: the basic and advanced program reporting tools. Each is designed to help marketers track and measure impacts of their marketing efforts from demand to revenue generation. The following are the most commonly used basic reporting tools –

Tools to measure email campaign performance:

Email Performance: This metric keeps track of and evaluates immediate program performance of email campaigns. It uses metrics like ‘hard bounced’, ‘soft bounced’, ‘opened’, ‘delivered’, ‘unsubscribed’, ‘clicked’, among others.

Email Link Performance Stats: This metric provides insights on all links that are clicked in emails.

Sales Insight Email Performance: Tracks activities with emails that are sent using ‘Marketo Sales Insight’ tool in platforms synced with Marketo including Salesforce, Outlook, Microsoft Dynamics, Microsoft Dynamics, Gmail plug-in, etc.

Tools to measure email programs and campaigns:

Campaign Activity: This reporting tool will provide users with insights on all smart campaigns.

Engagement Stream Performance Report: This reporting tool will demonstrate how well engagement programs are scoring and performing.

Campaign Email Performance: This reporting tool is created to specifically measure the ‘email performance’ of programs that are clubbed by smart campaigns.

Program Performance: This reporting tool features basic metrics including ‘members’ and ‘success’. But, businesses and users can select running a ‘Revenue Cycle Analytics’ report to attain a more exhaustive evaluation of programs.

Tools to measure people or contacts:

People by Status Report: This is an automatic reporting tool and it can track and present statistics of the ‘person status’ field.

People Performance Report: This reporting tool helps users segment contacts or subscribers based on various attributes. This tool also provides insights on opportunities.

People by Revenue Stage Report: This is a basic reporting tool that presents statistics on the ‘revenue model. on Marketo’ Although users can also source ‘revenue cycle analytics’ which provides then thorough reports on their unique revenue models.

Tools to measure web activities:  

Landing Page Performance: This reporting tool is specifically helpful in improving landing page activities. Users can use this report in addition to Google Analytics to get in-depth insights on landing pages.

Web Page Activity Report: This reporting tool allows users monitoring all their web activities that occur on landing pages as well as websites.

Social Influence Review: This reporting tool helps keep track of all social media actions that targeted people take and share using their social media profiles.

The advance program reporting of Marketo is accessed from ‘revenue explorer’ tool. The ‘Revenue Cycle Explorer’ provides various aspects of analysis by using various new metrics. Using these measurement tools, Marketo users gets empowered with the capacity to measure performance and success rate of campaigns and programs accurately. All these analysis areas featured in ‘Revenue Explorer’ consist of different set of metrics and data to measure unique subject that marketers want to asses. Various analysis areas include –

Program Revenue Stage Analysis – This analysis area keeps track of new additions of people or names those who have reached any specific buying stage within the revenue cycle model.

Program Cost Analysis – This analysis area helps access the ROI of marketing programs.

Program Membership Analysis – This analysis area lets users view their program results by channel, participation, various other different success criteria etc.

Program Opportunity Analysis – This analysis area lets users keep track of opportunities which are created in distribution, revenue, ROI and others.

Apart from these analysis areas, marketers can also make use of ‘Program Analyzers’ tools that include –

Program Analyzer – This program analyzer tool will allow users to assess if their marketing programs are effective or not. This analyzer tool provides a great tool to check which of their marketing programs are running successful and which programs need investing their resources.

Opportunity Influence Analyzer – This program analyzer tool is widely popular among marketers because it allows them to measure the contribution of marketing campaigns in revenue generation. This analyzer tool is also helpful in measuring the efficacy of programs and engagements garnered from those marketing programs that resulted in creating opportunities.

Marketo enables marketers to customize how advance reporting tool displays them insights by grand total for rows, columns, blank cells, total filtered values etc. Users can also customize how the drill-through links will display on Measure cells by choosing columns, column headers, freezing panes, row labels etc.

Records under Revenue Cycle Explorer are updated periodically and automatically from Marketo instances. Hence, any changes made to contacts or people in Marketo can be easily visible from the Revenue Cycle Explorer on the next business day.

Gmail Promotions Tab Is Now Email Marketers’ Friend – Here’s How to Get the Most of It

Since inception in 2013, the Gmail Promotions tab has been widely familiar among account owners as well we as email marketers. The Promotions tab is now turning out to be a great friend of email marketers by presenting them a plethora of opportunities to make their emails more prominent in Gmail’s Promotions tab. Since Gmail has rolled out a bunch of updates, email marketers should refocus on the Promotions tab to get more from this email client than before.

So, how did the Gmail Promotions tab become email marketers’ friend?

Gmail allows users to organize their inbox according to the types and sources of the emails they receive. Now, Gmail enables prioritizing promotional emails from frequent or favorite senders under the ‘Top Picks’ section. Both the ‘Top Picks’ and ‘Top Deals’ sections under Gmail tab are being used by innumerable Gmail users. So, what makes these ‘Top Pick’ and ‘Top Deal’ sections friends of email marketers? The major update in Gmail Promotions tab presents email marketers with a new and improved visual opportunity to provide greater value to email client users. And it also allows Gmail subscribers to view images and promotional deals embedded in emails.

Important and useful promotional emails for subscribers

This improved Gmail Promotions tab especially benefits all those organizations that offer the most value to their audience by allowing them to place their email message in a more visible spot in the Promotions tab as well as a greater visual means of placing their offers.

Gmail leverages machine learning to identify the most useful email messages for email subscribers and categorize subscribers into groups by themes or topics under “Top Picks” and “Top Deals”. The bundled email offers additional functionalities and information that are similar to email subject lines, such as: featured image, promotional codes, and deal expiration dates. These features help marketers make special offers and messages clearly prominent to their subscribers even before they open their emails on Gmail. According to Jordan Grossman, Product Manager of Gmail, “The new promotions tab rewards brands that send truly valuable email by making them easier to find with a richer means of delivering that value.” This latest Gmail update is accessible to all Gmail mobile-based email users from iOS and Android platform and will roll out to Gmail’s web email client early next year.

Better opportunity to be seen from Gmail Promotions Tab

This new .tab update will enable marketers to make their emails stand out amidst competition and to help find their niche. Marketers will gain full control over the visual appearance of their emails and messages within the bundle – here is how marketers can make the most of their emails by customizing:

“Green deal” badge

This “Green deal” badge allows marketers to  spread the email messaging to include details on offers such as, “Free Shipping” “Limited 40% Off”, “Buy 2 get 2 free” etc. the best part is that Gmail does not limit marketers with stringent character limits. However, marketers need to be careful about the total characters in one line so that the badge will not be cut off if the message is too long. That’s why it is best to test by viewing a preview to see how the text message with badge appears.


This logo feature now allows marketers to make their emails stand out by flashing their logo image with their email messages. The logo feature lets email marketers display their logos in the preview of the email and makes it easier for their audience to spot their emails from the bundle of ‘Top Picks’ or ‘Top Deals’ section, with just a quick glance.

Image Preview

It is time to say goodbye to the text-only Gmail Promotions tab with this new update. Marketers can now include custom images with their emails related to the product or any lifestyle imagery related to their targeted audience to visually enhance their email and to pique subscribers’ interests.

Expiration date

The expiration date feature will let marketers highlight the expiration dates of their deals.. This feature is an impactful tool to create a sense of urgency among subscribers to help inspire them to take action

Grey badge

Email marketers can leverage this this field to feature their special discount code offers and make those stand out in the deal preview. The field is made optional so that marketers can skip the field if they do not have any special discount code to offer or feature.

Featuring Emails ‘More Than Once’

Setting an expiration date on offers will now give Gmail-based emails more opportunities to get those featured from the top of the bundle. The email will first get featured when it is sent initially and then the email will be highlighted again when it is nearing the expiration date. Thus, marketers will get two major opportunities to feature their emails before subscribers and get additional windows of opportunities to generate interest among their subscribers, without needing to schedule multiple email sends.

Enriched Previews

Though all promotional emails can be featured from the bundle, however, the enriched preview option that features the logo, personalized image, and custom deal details will help marketers display when they annotate the email HTML. The annotation occurs through the custom part of JSON code which specifies offer details including the type of deal, coupon codes, featured images or any other specifics.

Easier Email Annotation

Marketers who have yet to master JSON code for their emails get a special surprise with the Gmail Promotions tab update. This update will free marketers from writing JSON codes as Gmail offers the tools they require for annotating their emails without needing to learn the coding skills.

Do you need help making the most of these new features and functionalities of the Gmail Promotions tab to create the most engaging emails? We are here to help guide email marketers to make the most of Gmail’s New Promotions Tab, make their emails stand out from the pack, and get more revenue from their email marketing campaigns. All you have to do is to just ask us and how to add more value to your emails – so, let’s chat now.

Apple’s 15th release of its desktop operating system, macOS Mojave, comes with a prominent new feature: Dark Mode. Dark Mode relies on a darker color palette for all windows, views, menus, and controls, making the interface more suitable for work in low-light environments or at night. Subscribers can use Dark Mode as the default email interface mode and choose options to get Macs alternate between Light and Dark Mode automatically, as per the time of day when they are checking emails.  

Dark Mode presents the dark theme, as the name implies, for most of the desktop apps, such as, iTunes, Finder, Apple Mail, Photos etc..

How Does Dark Mode Impact Email Design?

Good news: Dark Mode does not impact HTML emails by default. Dark Mode theme gets applied to personal as well as the plain text email versions. Even if you do not have a background color defined in your HTML email, the background is still rendered as white. So you don’t have to worry about Dark Mode messing with your code or rendering experience for regular HTML emails out of the box.

Remember that The email backgrounds in bright colors may create discomfort experience for email users in Dark Mode. Having emails that switch from being dark to light (and vice versa) is exhausting to the eye and makes for a subpar reading experience for the subscriber.

Inconsistent Rendering Across Apple Mail And Safari

What’s odd is that Apple Mail’s behavior in Dark Mode doesn’t match that mode in Safari. If developers have not chosen a default background color for their website’ layout, Dark Mode can be applied automatically as its default dark mode background in Safari thus, making the rest of the webpages of the site appearing in dark mode. Hence, website designers may face a bigger hiccup than email designers.

How Can We Optimize the Email Designs for the Dark Mode?

To begin with this, email designers will face this challenge as they will not be able to target Apple Dark Mode using CSS. Dark Mode provides new user settings which are not supported by universal standards.

This has triggered a massive discussion around the necessity for media query support for dark themes. Apple is in the process of working with a private API that can be apply the Dark Mode.

However, Apple is being cautious about exposing anything as they want to work to create a universal standard:

Microsoft has already introduced this vendor-specific media query that describes whether an application is being displayed in high contrast mode:

Alternative Ways To Optimize Your Emails For Dark Mode

But here is one the good news for email designers. THough they cannot target Apple’s Dark Mode users so far, that doesn’t imply that designers will not be able to optimize the reading experience in the Dark Mode.

Email designers are recommended applying background colors specifically other than white to make their emails stand in both the dark and light mode.

Plus, we can optimize our email designs by creating a Dark Mode or accessibility switcher with WebKit targeting that lets users toggle between a light or dark design.

You can send yourself a test of the above code in Dark Mode to play with. The simple premise is you use a checkbox that changes the background and text color styles depending on whether it is toggled or not. This type of interactivity is supported primarily in Apple Mail, iOS Mail, and Outlook for Mac, which accounts for ~42% of global market share currently.

Here are macOS Mojave’s Dark Mode Colors:

Background: #2d2d2d

Text Color: #dfdfdf

Link Color: #1b89ef

So, given those values, we can create an interactive switcher that changes our design to use a background of #2d2d2d to match the rest of Apple Mail’s Dark Mode design along with the text colors which Dark Mode uses or optimize with other colors to make it look great.

Thus, user gets the options and preferences whether they will choose a default dark or light themed email display. Imagine a subscriber setting their theme preference in your app or newsletter settings, which gets stored in your ESP, and then gets served as the default theme for all future emails. I’m personally excited and hopeful that we will see this level of personalization stem from this environment. Granted, this approach isn’t entirely bulletproof (nothing is with email), as users could open in another app for instance, but it at least takes their preferences into account (this also highlights why we need support for targeting dark modes).

Developing a light/dark theme switcher really isn’t that much overhead or investment and is a scalable implementation, if done properly. Creating a high contrast version of your emails is something marketers must be considering for the design irrespective of the Dark or Light Mode. Many won’t take the time to optimize for it, but it’s going to separate the bad/mediocre/good from the great. World class brands and email marketing teams will support Dark Mode.

So, what do you think of email design optimization for Apple’s Dark Mode? What should be your top priorities, strategies or ideas? Share your unique ideas and suggestions with us and fellow marketers to start a discussion on best design strategies for light and dark theme switcher on Apple.

The B2B environment is becoming increasingly congested, so much so that customers are now expecting organizations to offer experiences, deals and information personalized to their needs and preferences. Marketers must go way beyond traditional practices to break through the clutter. In today’s digital society, organizations need customized strategies that continually improve the customer experience as well as personalize offers around the customer.

A great way to personalize the customer experience is through email. By knowing where your customers are in the sales cycle, and serving them the appropriate content, you can tailor their experience and provide them with information they need to move down the sales cycle. Personalized emails help brands stand out from their competitors both in the research and buying process.

What are personalized emails?

Research has proven that personalized emails generate great results including 20% growth in sales and they can increase revenue rates up to six times. Despite these statistics, most brands are not utilizing personalized email to the fullest.

To help you take your email personalization a step further, we’ve rounded up three advanced level email personalization tips that will help you tailor emails to your customers. These tips will help you provide more impactful emails to your audience while adding value to your emails.

1. Integrate behavior data in emails

Sending automated emails based on a customer’s actions  is great for achieving personalization. Marketers can integrate and plan their follow-up email efforts based on behavioral data such as actions users take while visiting a website or in re-engaging with inactive subscribers who have not utilized services in a certain timeframe.

Some campaign ideas that utilize advanced personalization include: welcome emails, transactional emails, re-activation emails to sleeping subscribers, cross-selling and up-selling emails.

2. Add location and time specifics

Emails that are delivered at the right time while catering to a recipient’s location can significantly increase the customer experience, which results in brand loyalty by the recipient. In order to attain success with these kinds of conditional emails marketers and companies must have a deep understanding, along with data, of a subscriber’s preference, location, time zone and so on in order to create an experience that will make the recipient want to take immediate action and engage with the brand.

Personalizing this type of email trigger also requires a strong grasp of content and how to make the most of an email without including too much or unnecessary information. Real-time marketing offers can highly increase the value of your email campaign, but only if the offer is presenting the right information to the right audience, at the right time.

Some examples of these types of personalized emails include an offer to a new restaurant or recommendations to a new store, in the contact’s vicinity so that they can explore new establishments.

Similarly, you can also utilize the time data from your marketing automation platform to have your emails sent at the time open rates are highest. By doing so, you further personalize your email to your audience and increase the chances of users opening your email to read what’s inside.

3. Ideal customer personality

One of the best ways to personalize an email marketing campaign is by crafting the email to a specific segment. In order to do this, you first need to define your ideal customer personas so that you can classify the segment of people that the email will go to. These personas should include a specific area of the target market and sort subscribers based on data-points such as: behaviors, age group, job title and function, as well as their interactions, actions, and nature of engagement with your brand communications and assets. This categorization will enable you to understand this segment of customers, their requirements and their buying patterns.

According to the illustrious customer insights research specialist, Tony Zambito, the buyers’ personas can be defined as

“research-based archetypal (modeled) representations of buyers, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions.”

Campaigns based on customer data work wonders, however, you need to make sure that the real-time data sets are relevant, accurate and collected from a  reliable source. One way of ensuring the quality of your data is to start communicating with customers who have shown interest in your product/services though your either your website, social media, paid ads or other marketing outreach. From the information received through these channels, you can then craft your email based on their feedback by addressing their pain points, providing insight on how your company’s products/services address their needs and also offer a deal that will help inspire them to move down the sales cycle. If you aren’t sure how to get the data or feedback you need from your customers, you can do so by including fun polls on social media, creating a website survey, or even asking in person questions around what they want to achieve, their lifestyle goals, professional goals, and other information that is a factor in their buying decision.

In a previous blog post, we talked about what an email preference center is, how it functions and its various benefits. An email preference center or subscription center can significantly augment your email deliverability, engagement and conversion.

Here we’ll walk through different types of email preference centers and winning methods for building subscription centers.   

Types of email preference center

You know that when done correctly, an email preference center is one of the best allies for your email marketing efforts. These subscription centers can help create long-standing profitable relationships with clients and increase engagement while also growing your sales pipeline with qualified leads.

Here are some examples of different types of email preference centers.  


This email preference center is presented when you are asking people to sign-up for your email database and newsletter. But if the sign-up form is only collecting email address, then you are limiting the capacity of collecting vital data – that’s why you need to use a double opt-in sign-in process to capture critical data about users’ preferences.


An update preferences page is presented when subscribers hit buttons like ‘Update Preferences’ to update their contact details. These preference centers ease subscribers adding or updating their physical address, home phone numbers, work phone numbers, mobile numbers, email addresses or other contact details. This helps ensure that your email list gets easily updated and lowers the risks of email bounces and delivery failure.


The opt-out preference center functions in a similar fashion to the other centers with one main difference. These email preference centers are created especially to enable subscribers to present various substitutes to opting out, such as: snoozing email subscriptions or reducing email frequency to prevent unsubscribing.

A major reason why subscribers want to  opt-out is because they are receiving too many emails. That’s when these email preference centers come into play to help change the frequency of communication a subscriber receives so they don’t have to opt out entirely.

Buying and account registration:

These email preference centers are specifically created for account registration and processing purchases. The most common option that is added to these email preference centers is email subscriptions.

Behavioral data:

One new type of email preference center that is emerging is an implicit email preference center that enables marketers to collect behavioral data of targeted customers. The behavioral data includes site visit, adding products to shopping cart, interactions on social media, responses and activities with email campaigns, and also offline interactions. These types of email preference centers shed light on every kind of activity and preference which can be pooled with explicit data to get a multi- dimensional view of subscribers.

Frequency options:

Email preference centers are created specifically to present options for subscribers to self-select the desired frequency or to decrease the frequency in which they want to receive email communications. Especially if you have multiple newsletters and offer emails, you can schedule all your emails according to their preferred frequency of emails.

Special interests:

This email preference center will present a list of options to make specific choices such as specific type of content, product alerts, offers etc. If you’re going to use one of these centers, it’s important to make sure you have an adequate amount of content readily available to share with subscribers.  

Dos & Don’ts of email preference center  

While creating various email preference centers for your email marketing campaigns, do not forget these dos and don’ts.

DO explain why

You need to be precise about what you are asking your subscribers. At the same time, you should refrain from asking new subscribers very private questions that they might shy away from; questions regarding their age or income may repel new or existing subscribers. However, if your email marketing campaigns require some sensitive information, then you need to explain why that information is important and how it will aid in improving your subscriber’s user experience. At the same time, you also need to explain how you value and protect users’ privacy and their information. If the data is not mandatory, then make sure mark those fields as optional to let them choose to skip if they want.

DON’T use subscription centers for a survey

Never use an email preference center for surveying purposes. Many marketers make the mistake of using subscription centers to survey their prospects and ask for comments or opinions. These survey types of subscription centers will confuse subscribers, and they might leave the form without adding their input, thus defeating the purpose of creating an email preference center in the first place. Instead, you can ask for their ideas and opinions with standalone email programs in order to grab their interest.

DO set expectations

You must make your subscribers aware of the usefulness of your email marketing campaign. You need to clearly explain what they should expect from your campaigns and why they should sign up for your email list. For this, adding descriptive information to support why they want to opt-in for emails with details on your program such as topics of content, appearance, type of offers, frequency. You might even want to consider including  an image snapshot or URL of any sample newsletter. In short, you need to demonstrate the value of your program.

DON’T ask too many questions

Similar to asking sensitive information, asking too many questions will drive your prospects away, and they will abandon your form. You may need more information than email address but you need to be careful you do not end up asking too many questions. This is especially true if they are accessing forms on their mobile devices.

Limit your questions to just as much you need to do segmentation of your prospects and deliver customized messages for each segment. You may also add those questions that are not mandatory, but, can add extra useful information as ‘Optional’. If you subscriber wish to answer, might answer or skip it, but will not leave your forms. Progressive profiling also comes in handy so you don’t overwhelm your prospects.

DO use multiple versions

Do make sure that you have multiple variations of your email preference center ready. You can check out different types of email preference centers stated above and choose based on your requirements. Make sure you have ‘Change Frequency’, ‘Update information’, ‘Unsubscribe’, ‘Opt out’ versions ready as these email preference centers are essential for every type of program and improve the overall email experience  for your subscribers.

You can also add a separate opt-in center for all of your promotional emails and a mouse-over snippet copy to give additional useful information for those promotional programs.

One last tip

Make sure you DO have an update or maintenance plan ready for your email preference center. Many marketers mistakenly forget their email preference centers for as long as one year and miss out if all parts are working properly or if the database is updated. Remember that missing out on updates or glitches that require immediate fixing can severely affect your email campaign. That’s why we recommend auditing the health of your all email preference centers to see if they are all functioning and up-to-date.

Prospects and customers travel through ongoing rising and declining stages of engagement right from the beginning of their very first contact. Because of this, marketers need to adopt data-driven approaches in email marketing instead of sending the same emails to every subscriber in their list. After subscribers enter and engage with a brand on some level, they will be overwhelmed and frustrated if a company sends a massive volume of generalized email blasts without any personalization or tailoring to their interests. When this happens, subscribers eventually lose interest and stop engaging with the brand, or worse, even unsubscribe. Having a lifecycle email marketing strategy can help your brand keep their audience engaged in various stages of customer journey.

But how to do you create lifecycle email marketing for all subscribers in diverse stages of the buyer’s journey?

Marketers today need to be sending the right message to the right person at the right time, and we do this effectively by understanding where our subscriber/customer is within the lifecycle curve at any point in time. Here are 9 lifecycle email campaigns we’ve created that you can use to maximize email ROI from new, existing, declining and lapsed customers.     

Entering Customer Base

New Subscriber Welcome Email Series

When customers give their email address they expect something in return. The something in return that is often the first point of contact with a new subscriber is the welcome email. A welcome email should get sent to a new subscriber immediately after they opt-in to your email list, but keep in mind this subscriber is not a customer yet.

Welcome emails are important for a number of reasons. They are the beginning of your email relationship with a potential customer, therefore, they are crucial in solidifying your reputation and setting the stage for a purchase. Welcome emails have a 42% higher read rate than any other type of email. With such high visibility for the first initial email, your company is in perfect position to introduce yourself and spark interest in your product or service from your new subscriber. But remember, not only is this a great way to interest a new subscriber in their first purchase, it’s also a great way to build initial trust in your brand. For this first email you not only will want to provide engaging, meaningful content, but you will also want to provide your new subscriber with an offer to increase the likelihood that they purchase.  

Cart Abandonment

We have a lot to say about cart abandonment email campaigns because they are highly effective campaigns that get your subscribers to finally buy. A great example of a cart abandonment campaign completely properly is Dreamworld “Buy 3 Get 1 Free” campaign wherein the offer is prominently displayed to encourage readers to click-through. The campaign also incorporated social media engagement by asking customers to “share your happiness,” thus, encouraging more engagement and brand awareness via all social channels.

Browse Abandonment

In an email, Autoplicity has shown an effective strategy by inviting this browsing customers to come back and become a “part of the Autoplicity family,” to make prospects feel like more than just a source of revenue. One of the biggest takeaways from the Litmus 2015 conference is that your customers are people, and they wanted to be treated like people versus just another purchase, conversion or sale.

Other reasons why this email if highly effective is that it offers a shipping discount, further enticing the customer to purchase, and also the call to action button can’t be missed. In addition, displaying Better Business Bureau accreditations and other security features give credibility to the company, increasing trust from potential customers.

Browse abandonment lifecycle emails are targeted to customers who have registered to your site through an email or newsletter. They have not added items to their cart but have expressed purchase intent. Purchase intent is the probability that a customer will purchase your product. It’s important that you define purchase intent as it relates to browse abandonment. You don’t want to miscategorize subscribers and then bombard them with irrelevant emails as this will frustrate your subscribers and potentially cause them to unsubscribe.

This type of lifecycle email allows you to target customers who are in the beginning stages of your purchasing funnel, yet are tracking behaviors that they will purchase in the near future. We recommend tailoring your browse abandonment emails to product categories and not specific products as it opens up a wider range of possibilities.

Keep in mind that the messaging within these emails is extremely important. Encourage the customer to pick up where they left off and remind them of all the great products they were browsing as well as benefits to the products. It goes without saying, but make sure the products you feature in your email are based off of the customer’s browsing history.

Browse abandonment emails are an important part of any lifecycle email campaign. We all know that over 60% of shopping carts are abandoned, but a larger number of shoppers don’t even make it to the cart. Browse abandonment emails are a great way to remind the customer of your brand, its products/services, and how those products/services solve an issue for the subscriber in their life.

New Customers

Welcome Email Series for First Purchase Customers

Welcome series emails should trigger immediately after the customer has made their first purchase and one way of doing that is inviting new customers to the family with a discount and a targeted message. Welcome series emails can be made up of one to multiple separate emails sent at different times. The first two emails may help introduce the brand, while the third email help motivate customers and prospects to make their second purchase.

1st email – A personalized welcome with a strong brand statement begins by telling the company’s history or story to establish credibility and trust. Links to social media–Facebook, LinkedIn, Twitter, Youtube, Instagram– help to carry engagement over to other channels. More importantly, letting people know the story of your company makes them feel a part of something bigger and better – rather than thanking them for simply buying a product.

2nd email – It’s highly recommended that you send a second email in your Welcome Campaign, with the goal of the second email being that your customer can learn more about you and engage with the some of your already created content. Within the second email you can also ask them about their overall experience including browsing, purchasing, shipping, etc. Keep in mind that when asking for feedback you want to do so in a friendly, casual way. Getting feedback and testimonials back from your customer are huge, as they further solidify your brand reputation and can be used across many of your digital platforms from website to social and even in future content such as case studies and more.

3rd email – The third email is where the next discount will be offered. In our Rejoiner example we’ve been using, we have a 10% discount which gives the customer incentive to make their second purchase. Rejoiner has taken their email frequence a step further by utilizing past data and scheduling this email to be sent to the customer when (on average) customers usually make their second purchase after becoming a part of the Mossy Oak family.

Giving a discount is key in getting your customers to make a second purchase and turn them into a repeat customer. Note that you want to avoid placing the discount in the first email. This allows you to carefully craft your brand image and familiarize the customer with all the best aspects of your company before asking for a purchase. Customers shouldn’t expect an offer in every email, as this can get to be too ‘salesy’ and corrode initial trust they have in your brand. Protecting that trust is vital to covering the customer acquisition cost and moving them up the life cycle curve towards becoming a loyal VIP.

So now your customer has made the purchase and has bought your product. Congratulations! This is an important event. It demonstrates that your marketing tactics thus far are working and it also creates an opportunity to secure that second, third and fourth purchase.

Remember that a customer who has purchased recently will likely buy again in the near future as long as you continue to nurture them through your emails. If you can time the first purchase welcome series and trigger subsequent emails off of this event, you have a good chance of making the customer come back for their second purchase. Regarding purchase emails remember Rrecency, Frequency, and Monetary (RFM) – the recency of a first purchase is a massive moment to capitalize on and drive subsequent purchases.

Existing Customers

Feedback Request

An effective strategy is to send targeted Feedback Request emails which can be directed to customers to the web page where they can write a review. This strategy allows buyers to leave a review and providing valuable feedback points.

This type of campaign steers customers toward taking a survey that tells you what their buying experience is like. You can’t monitor a customer in real time as they’re purchasing and checking out on your site, so you must rely on customer feedback to let you know what’s going on.

Feedback regarding friction points are crucial to targeting your future marketing plans. The best qualitative data about your checkout process comes from customers who actually went through it, so be sure you don’t overlook this crucial email campaign.

Post-purchase emails asking customers for qualitative feedback via reply or survey on how their shopping experience was is the simplest and most effective way to get valuable data straight from your audience.

Wishlist Abandonment

This email from Rejoiner’s customer, Kayser Lingerie, asks the question “Why Wait,” to entice the shopper to go back to their wishlist and make that purchase. Customers in this email are reminded of the free shipping offer and given specific details of the products on their wishlist. An easy link for customer questions is highly visible within the email and a big pink CTA button makes it effortless for customers to make that final purchase.

A wishlist campaign is great remarketing tool, as it reminds customers of the products they went through and engaged with while usually giving them an offer that prompts them to finally buy. At this stage in the lifecycle, a customer has expressed purchase intent and has even went so far as to make a list of items they want to purchase or have in mind. Sometimes customers may forget that they have items on their wishlist so use this to your advantage and send them a reminder.

If you feel extra dedicated to this type of campaign you can send them a reminder as soon as the item is running low or perhaps when it’s on sale. Another technique may be to offer them a small discount or free shipping to get them to make that final purchase.

Lapsed Customers


Consumables–products that are used– need to be replenished at some point. Think food, household products, pet products, grooming, health and beauty products. The list goes on.

Replenishment emails are strategic because you already have valuable information about the customer. You know what they need and when they are going to need it. If the product is meant to last 30 days, a replenishment email is sent out 20 days post-purchase. If it’s a 60 day supply, an email is sent out on day 50. If the product you are selling is consumable in any way, shape or form, you want to make sure that you aren’t leaving any potential revenue untapped. Replenishment email campaigns provide a great source of recurring revenue if triggered at the right moment.

These campaigns work best with products that have very predictable usage patterns. Identify the consumable used and build campaigns that target the exact moment, or ideally a little bit before, the product is scheduled to run out.

Win-Back Campaigns

Below we have a personalized and targeted win-back email from VetRxDirect. This email does several things to re-engage a lapsed customer. Right away the customer knows they are sorely missed, so it provides some human connection and emotion with the customer. VetRxDirect also emphasizes their 5 star customer rating and makes some cute four legged friends the visual stars of the email. A discount is also offered to the lapsed customer along with a personalized offered narrative.

Sadly, we all know that customers go inactive for some reason or another. Win-back campaigns are crucial when this happens. They are designed to do exactly what they say – win back long-lost customers and motivate them to purchase again. Win back campaign emails trigger on a period of purchase inactivity or latency. Measure the length of latency, or time between purchases in order to segment customers into this category. If a customer has been latent for 35 days, send an email on day 36 that offers incentive to return. You’ll need to analyze your customer dataset to determine the average time between first and second purchases. Use this data to trigger the win back campaign so that it reaches the customer as they before they appear at risk for churning.

This is the most important post purchase campaign and for good reason. It costs more to obtain a new customer than it does to keep an existing one, so by reactivating old or latent customers you increase your ROI and make your email marketing budget more effective.

Customers are more likely to purchase again if there’s something in it for them. This could be a discount, a coupon, free shipping or a free gift. Make sure you convey urgency in your offer and let them know that their deal has an expiration date. As we’ve said before, this type of campaign is extremely important in winning back lapsed customers and keeping them happy. You’ll want to have perfected emails in this campaign, ensuring that visuals are eye catching, offers are enticing and copy is on point. Once a customer decides to leave you for good, it can be nearly impossible to get them back.

Final words

Non-targeted batch and blast email sending is not an effective email marketing strategy and can even hurt both your reputation and bottom line. Marketers who send these generic, mass emails are no doubt seeing their ROI from email either stagnate or decrease.

After sending millions of emails, we’ve found that targeted emails based on where a customer is on the life cycle curve gets better results and increases ROI. Lifecycle email campaigns drive customer retention and spark quality engagement with new and potential customers. Given all the data on the success of lifecycle emails, it’s surprising to learn that they still only make up a small percentage of eCommerce emails. Turn your email marketing program around and implement one (or many) of the above email campaigns in order to make your email marketing program more impactful and boost ROI.

Marketers, who are engaged in the cycle of constant execution of campaigns from one campaign to another, often face critical email marketing challenges. However, these email marketing challenges can be overcome by adopting the right email marketing strategies. That’s why we have outlined the major challenges that can hinder the performance of their email marketing campaigns. Below you will find out four major challenges and explore effective strategies to overcome those challenges.  

Challenge # 1 – Achieving customer engagement rate

The consistent growth of engagement is also considered a huge challenge by 44% of those marketers.

To understand why customer engagement is cornerstone for the growth of any organization, we have examined why it is seen as critical by marketers and how it becomes a major challenge.

Why is client engagement critical for marketers?

Engagement with contacts is crucial in long-standing customer relations. Customers and contacts stay engaged and loyal with organizations they find the most trustworthy. When marketers identify the right segment of customers, their expectations from the product and how they engage, they can adopt the right strategies to start providing the content and information that customers want to engage with and that is relevant to the specific segment of customers. Effective engagement culminates in loyalty, future purchase decisions and brand advocacy. Email marketing is one of the best marketing approaches to help lay the foundation of customer engagement while achieving other business parameters.

Why engagement is challenging?

The best way to engage with contacts is to identify what they are searching for and connect with them through a relevant and optimized chain of content. With mass email marketing strategies becoming a thing of the past, personalized email marketing is replacing the former as modern marketers are focused on creating and automating rich and relevant information, tips, and content to meet needs, expectations. Many marketers will also create personas of their target customers to nurture their audience.

Marketers now segment their contacts into specific groups in order to distinguish the contacts that are engaging and interacting with their email campaigns and to understand why they are engaging with specific types of content and information. Based on their analysis, they create automated email marketing phases with personalized content for different segments of customers and send them those email campaigns at the right time, with the right message and information.

Customer engagement is challenging to maintain for long term relations.. If you only engage and interact with contacts through a welcome email and don’t have a plan for a future stream of emails, then it’s easy for your customers to become detached with your brand. In order to get customers engaged, marketers need to gather the right set of data through forms or CRM to create personalized, relevant and targeted emails that achieve better engagement and retain customers’ interests. The aim should be delivering the right message at the right time to increase customer engagement.

Email challenge # 2: Customer acquisition

Building and increasing customer acquisition   a prime goal of email marketing campaigns for around 52% marketers.

Client acquisition is  an important marketing goal because as businesses get more customers, they  have the potential to tap into influencer and word of mouth marketing to grow their revenue. That’s why growing your customer base is a must, especially during the nascent stage of business growth.    

Why is client acquisition challenging?

Like customer engagement, one of the greatest difficulties in obtaining new clients is defining the target customer segment and determining the best strategy to build a customer base in that target segment.  

Getting new customers can be more expensive than engaging and retaining existing ones.

Marketing automation suites offer lead nurturing capabilities to move prospects through the buying cycle. These automation platforms help marketers acquire new customers at lesser cost and avoid risks of errors by enabling users to schedule and automate campaigns with the right content, well ahead of time, and with thorough planning. Once prospects turn into customers, many of them will  eventually become evangelists and brand advocates.

Email Challenge 3: Enhancing retention rate

Once a new customer is obtained, it is crucial to retain those customers through a relationship where both the organization and customers benefit. When customers start trusting the brand, they will stay engaged and continue returning for more products and solutions.

Why customer retention is crucial for a brand

Client retention can significantly add to the revenue generation of an organization and can generate revenue at lower costs than that of new customer acquisition. That’s why it is imperative to retain your existing customer base who can refer your business to new contacts, bring new customers and become brand evangelists. Thus, customer retention and loyalty benefit brands by helping to grow their customer base.  

Why do marketers find client retention challenging?

As per Jerry Jao, a pioneer in retention marketing, as the business keeps on changing, clients have plenty of choices and options to compare before they make the purchase call. Thus, customers’ attention span is gradually decreasing with an overwhelming range of choices they can opt for while they choose a brand for the product or service they need. At that, one of the best email marketing strategies to retain existing customers is to deliver personalized and relevant content or information to targeted customers. Marketers can use email marketing campaigns to present consumer loyalty surveys to precisely measure consumers’ needs, issues they face and solutions they need to address those issues as well as their loyalty toward the brand.  

Marketing automation suites enable marketers to use email marketing in a more streamlined and measured approach in retaining customers. Automation platforms assist marketers in reducing email marketing challenges in customer retention as they can deliver scalable relevant content and solutions to existing customers by creating data-backed email nurture programs that turn marketing campaigns into revenue generators. In order to create data-driven email programs, marketers can sync their CRM with the automation platform to source the right data about customers from CRM, online signup forms, sales development reps, customer service team notes and by integrating other teams that generate information on customers’ changing persona, needs, lifestyle habits and expectations from products. The more efficiently businesses can identify their customer segments and their preferences, the greater the chances they can retain their customers.  

Email challenge 4: Enhancing email personalization

The significance of email personalization is increasing as it empowers marketers to achieve and fix their various objectives and difficulties. Customized messages that are made relevant to the customer base can reduce the difficulties of acquiring, engaging and retaining targeted customers. That’s why improved email personalization is considered as a prime objective of around 38% of email marketers. However, it is also posed as a major challenge to about 36% of the marketers.

Why is email personalization considered essential?  

Emails with highly optimized subject lines have a 26% greater chance of being opened and can boost the odds of revenue generation from email campaigns up to 760%. The more customer-focused the content of the email campaign you create, the more interested and engaged your customers will be, and the more they will interact with your campaigns. Thus, your email campaign will generate higher click-through rates and greater possibilities of increasing customer engagement. Hence, the key to increase responses from customers is delivering personalized email messages. Modern marketers are pushing the limit to personalize email content in leaps and bounds using email marketing automation tools to help alleviate challenges of email personalization.    

Then, why do marketers find email personalization challenging?

Customized email messages can create positive and effective engagement from customers, however, many marketers are not utilizing the full potential of marketing automation tools in creating full-fledged personalized email content. As a result,marketers fail to grow their businesses significantly and slow down the performance of their email campaigns. Marketers also face challenges in sourcing the right data for accurate personalization. The best techniques of achieving email personalization include email list segmentation, behavior-driven emails, individualized email messaging among others whereas personalized landing pages, behavior-triggered emails, personalized email messages are considered the most challenging personalization tactics.

Many marketers also face the challenge in email personalization as they lack the right automation tools they need to personalize messages for their targeted segment of audience. The best solution is to utilize the right marketing automation platform which present wide range of tools to address their needs to optimize email messages and delivery at the right time, to the right segment.

But one of the biggest challenges facing most marketers is lack of time. Many marketers don’t have enough time in the day to get their campaigns out the door let alone create multiple personalized versions. That’s where an agency can come in handy and act as an extension of your in house team.

People unsubscribe from email lists all the time. That’s not necessarily a bad thing. Sometimes, those that unsubscribe are making it easier for you. They are no longer interested and have updated your email database for you. In this way, your email marketing reaches the best audience.

However, despite the benefits of an accurate list, it’s also good to have a robust list. After all, you want to grow your subscribers rather than watch them shrink. That’s why you want to focus on engaging subscribers.  If they have unsubscribed, there are still steps you can take to win them back.

Why people unsubscribe

There are many reasons why your subscribers have opted out from continuing to receive your emails. The first may be that they no longer need what you are offering them because they have solved the need or problem they had. If you are a local business, they may have moved out of the area and can no longer benefit from what you offer. Or, it may be that they do not feel engaged with your brand or marketing messages.

Another big reason people unsubscribe is because our emails may not be optimized for mobile phones. More people than ever like to read their emails on their phones because of the convenience of handling these on the go. However, if they can’t read your email newsletter or messaging, they won’t want to keep receiving it.

Additionally, you may not be sending emails to your subscribers at a good time. This is when you need to do an A/B split test to determine when the majority of your subscribers are reading an email from you. Most often, people are reading their personal emails on breaks, early morning, and evening. If you’re a B2B company, then the best time to send is during work hours.  However, conducting tests will show you if this is a reason there are unsubscribers.

Lastly, you may not be doing anything that really gets their attention or interest. Your lack of frequency or relevant content can be sending them away. Without providing that regular value, your subscribers may be turning elsewhere for the information they are seeking.

Steps to keep them subscribed after they hit unsubscribe

There are some tactics you can implement as they unsubscribe that may turn their decision around. Remember that you must have an unsubscribe button or link on an email. Consider these steps to keep them subscribed:

  • Consider adding some humor to emails to ask subscribers to stick to. Laughter and humor help create a bond to encourage subscribers to continue with their subscription. While the modern trend of communication being mostly stale and impersonal, a little touch of light laughter can do the trick.
  • Don’t make them re-enter their email to unsubscribe. That will frustrate them more and will give them an even greater reason to continue with the unsubscribe process.
  • Ask them why they are leaving your page in the form of a multiple choice question so you can learn more about it. Again, just the small effort you make to communicate at this stage in the relationship could bring it back from the brink.  They may see you as caring or polite by doing this and decide to stay. Even if they continue the unsubscribe process, you’ll have some data that can inform you on what type of changes to make before you lose more subscribers.
  • Give them an additional opportunity to stay by offering a second chance to rescind their unsubscribe request with another button that allows them to back out of the process.

Other tactics to change subscribers’ minds

  • Provide them with some type of incentive to stay like a link to a special offer or coupon. Let them know that the relationship is important and that you want to give them something for remaining as a subscriber.
  • Offer some alternatives instead of having them unsubscribe. This could be options like fewer emails, a specific email, or some other way of receiving information from you. This tactic is an ideal way to address some of the reasons why people unsubscribe.
  • Always remember to include a “thank you” in any type of unsubscribe communication to show that you value them no matter what they decide to do.

Keeping subscribers and getting more subscribers

Data collected from unsubscribers gives ideas on what marketers may need to do in order to keep subscribers and increase the number in the future.

They need to consider how to present more engaging details and use insights on timing and frequency to offer valuable information when subscribers prefer receiving it. If there is an issue with timing, think about how you can automate your email marketing program to more regularly deliver what your subscribers want while you continue to address other aspects of your marketing.

Just remember that email address management is an ongoing process that needs to be regularly managed and improved in order to continue building your subscriber base.

No matter how hard you try not to take it personal, watching someone unsubscribe from your email list never feels good. You can’t help but feel as though you’ve failed an old friend. Somehow your best efforts have offended a defected fan’s sensibilities and the enthusiasm that once made them click “subscribe” has turned in the opposite direction. You feel like you’ve lost the unsubscriber for good, but there is still a glimmer of hope and a few tricks you can use to sway them back your way.

Before we dive into that, though, you have to chew on, digest and contemplate this fact: You will win some and you will lose some. All the “best practices” in the world can’t deliver a 100% retention rate. Knowing this, you may feel your sadness turn to anger. You may be inclined to shrug your shoulders and say, “sayonara.”

Is unsubscribing an inevitable part of email marketing or something you need to devote resources to? To answer that question, it can be helpful to know what the competition’s unsubscribe rates look like to gauge your own performance.

You may notice that in religion, government sectors, daily deals, media publishing have the around 0.1% unsubscribe rates and lower when compared that to businesses in fitness, home and garden, construction, restaurant, manufacturing industries wherein the unsubscribe rates are closer to 0.4%.

So what can be done to win back subscribers’ hearts and change their minds i case your emails have soured anyone’s opinion? Try these tips explained below.  

  1. Use humor.

There’s nothing like a good humor to have someone thinking twice about dumping you. Studies have shown that shared laughter is a “pathway toward developing a more long-lasting relationship.” Brafton reported that developing humor was a priority for brands in 2015, especially considering the fact that most audiences agree that humor is perfectly acceptable in advertising. A study concluded that around 69% of the most successful communications managed to tickle the funny bones. You can use humor in the form of “value currency,” so that subscribers may reconsider before cutting ties if you’ve used humor and made them laugh.

  1. Find out why.

You may have lost this particular fish, but you’re going to bait the next one with better accuracy if you find out what’s up with your lure. Before allowing people to unsubscribe, ask them a simple multiple choice question to find out where you’ve gone wrong. This will ultimately help you fine-tune the quality of your email marketing to prevent losses in the future. Also worth noting, the fact that you seem to care what the disgruntled email subscriber thinks also makes you seem a little more sympathetic — and just downright polite.

  1. Give them an opportunity to save face.

In any type of situation where there are conflicting interests, you always want to offer the other person an opportunity to “save face” and back down from their misguided approach without looking stupid. As Managing All-In-One For Dummies puts it: “You can negotiate how to work together, give the politico an opportunity to save face, or go through the conflict resolution and trust-building process.” When you put the power into the other party’s hands, you may be pleasantly surprised at how favorably they respond. Think of it this way: with a standard breakup, it’s rarely that the other person simply hates everything about you and never wishes to see your face again. Usually there is still some semblance of a friendship there, but some of the more intimate intricacies are unfavorable. So by offering more options than stay-or-go, you can often salvage the relationship and earn a second chance.

  1. Market smarter and show that you “get” them.

Personalization makes it harder for people to detach themselves from you. Use the individual’s name and mention some of their interests to show that you do understand them and do care that they’re leaving. Consider giving subscribers one final juicy offer that would be hard to refuse — a “before you go” type of statement that creates an emotional connection. People often become so absorbed in what they’re seeing, they forget all about wanting to unsubscribe.