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Optimizing Your Marketing Email Subscription Types for Better Engagement

Are your marketing email subscription types effectively keeping your audience engaged? If you're not leveraging them to their full potential, you might be missing out on valuable opportunities to maintain connections and drive engagement. In this post, we'll explore the importance of thoughtful subscription types and provide recommendations for optimizing your email subscriptions to keep your audience connected and interested.

Marketing Email Subscription Types: Rethinking the Approach

When it comes to managing email subscriptions, it's helpful to consider the function of subscription types. When GDPR compliance is not enabled, the primary goal is to prevent recipients from unsubscribing from all emails. When someone clicks on the "manage subscription" link from when your marketing emails, you should strategize ways to retain their interest in some way, shape, or form.

Let's dive into some recommended changes for your marketing email subscription types, using this example.:

Marketing email subscription types

Recommended Changes for Subscription Types

Active Clients: Change name to "Customer Communications"

This subscription type focuses on nurturing your existing customers and keeping them informed about new developments, updates, and exclusive offers. By renaming it to "Customer Communications," you emphasize the value of the content they'll receive.

Blog Subscriber: Keep as it is

Blog subscribers are interested in receiving your blog content. It's useful to retain this subscription type as it allows you to share informative and engaging blog posts with interested readers.

Engaged: Remove and utilize a list

Rather than having a separate subscription type for "Engaged," consider incorporating this category into a general mailing list. By consolidating your lists, you streamline the subscription process and simplify your email communication channels.

Marketing Information: Keep this miscellaneous category

Marketing Information is a miscellaneous category that can accommodate marketing emails that don't fit into specific subscription types.

Adding Relevant Subscription Types

To enhance your email subscription strategy, add a reasonable number of subscription types that align with various content and frequency preferences like the following categories:

Events: Receive updates on upcoming events and conferences.

Company News: Stay informed about the latest news, announcements, and company updates.

Industry Content: Access industry-specific content, insights, and trends.

Monthly Newsletter: Opt for a comprehensive monthly newsletter that covers various topics of interest.

When creating subscription types, "reasonable" varies for each business. Just be sure that the options aren't overwhelming or you risk recipients unsubscribing from all due to analysis paralysis. Second, consider whether you can consistently deliver the promised content and frequency.

Driving Engagement through Thoughtful Subscription Types

Notice that the recommended additions to these example subscription types focus on content types and frequency indicators. This creates opportunities for recipients to stay engage with your marketing emails. For instance, some may choose to receive the monthly newsletter due to its manageable frequency, while others may opt for event notifications if they are local to your area. So long as you keep your contacts subscribed to at least one subscription type, you still have access to this marketing channel and you avoid the dreaded "Unsubscribed from all email" outcome.

Optimizing your marketing email subscription types is crucial for maintaining engagement and building stronger connections with your audience. By strategically refining and expanding your subscription options, you increase the likelihood of them staying connected and actively participating in your email communications. 

Author: Ben Donahower

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