The unsubscribing link helps the marketers to understand their customers better. This makes them to look for alternatives which would help to retain the customers for a longer time, sometimes even forever. The whole procedure will give an insight about the view of the subscribers, how they picture the company and what are their expectations from the company. Unsubscribing customers force the company to think of a counter-option to restrain the customer from unsubscribing. So, if the whole process is designed well, it actually helps the email program in reaching its goal.

The biggest challenge for email marketers is to build a cost effective list. This is because at least thirty percent of the email addresses change on most lists. Therefore, marketers have to go for a more aggressive approach in order to expand the list and to get more significant investment returns.

In this email saturated period, the subscribers will get bored if the emails they receive contain messages such as ‘SALE’ or ‘Buy me’. Every other commercial email and spam has such kind of information which fills up the inbox. Thus to avoid this, information in the newsletter must include expert advice, latest trends, how to use the products, and tips. There should be numerous ways for interaction and the products should be displayed as the most anticipated products of the season. This will make the readers invest more time and eventually more money in the company’s products.

Snippet is the top line of the email which is displayed apart from the subject line. Usually the inbox snippet displays the first line of the text message or HTML message. It is tiny but a very significant part of the email message which helps to tilt the balance in the marketer’s favor, when the readers zip through their messages, searching for the most important ones and deleting the rest. Therefore, it is more important to juice up the snippet in order to optimize the email and make your message stand out from the rest of the crowd.

The reader needs motivation in order to subscribe for emails from a company. This is the very first step towards increasing the email opt-in rate. The website should have display the benefits of subscribing. Simple, nondescript boxes inhabit the homepage which say ‘Subscribe to the company’s newsletter’ and nothing more than that. There is lack of reason why the user should sign up unless they already find the content of the website interesting. It is agreed upon by many that the content should be kept basic. But how basic is the question. Lonely sign up boxes are a big no-no. There should at least be a brief promotional line which gives a specific and concrete benefit that would get the reader motivated to fill the box with his email address and click on the sign up button. The promotional matter should answer questions such as ‘Why should the reader sign up for the newsletter?’, ‘What are the solutions being offered by the newsletter?’, and ‘Is the newsletter focused and specific, concentrating on the needs of the reader?’

One of the biggest mistakes to do is to use email like the electronic version of direct marketing media such as postal mailers, catalogs, radio, television, newspaper inserts and even brochures. A world class brand builder can become a sure fire brand killer in no time if it is treated with ignorance, carelessness, and laziness. The brand killing capability is very much dependant on the email’s relationship with the recipients. The relationship is more personal because of the intimate relationship between the people and their computer. And because of this intimacy, positive and negative feelings are encourages by the company’s name. No mail is as irritating as junk mail and the penalties for such emails are getting much stiffer. A flood of spam complaints can affect the email program to the extent of shutting it down.

Email list dies a slow but steady death if action isn’t taken from time to time. For most of the companies, fifty percent of their subscribers leave them every year. Everyone uses their click, conversion and open rates in order to measure their email program’s success. But they fail to measure the size of their and quality of their email list. Email list hurdle rate is the new metric to be considered, along with the other old ones, in order to keep the list growing.