Was können wir von Email Abmeldungen lernen?

The only thing worse than getting a low response rate to an e-mail campaign is to see a rise in the number of recipients who unsubscribe. Why do customers defect? We’d like to think it was unrelated to our business, but that's not always the case.

We’ll take a closer look at why customers opt out of your e-mails and the benefits of being unceremoniously dropped (yes, there are benefits). And we'll talk about what you can do after they’ve left.

First, let’s explore why customers hit that dreaded Unsubscribe button. With as unbiased a view as possible, consider the following questions.

- Did you test the campaign on a small group before you went big? If you did test it, what were the response rates? Did you see variations in those responses in terms of demographics, social sharing and forwarded e-mails?