Search Engine Marketing Tips: How to Minimize Opt-In List Turnover


One dynamic element of integrating search engine marketing with strategic email marketing is to minimize churn. While there are a number of ways to do this, truthfully, you lose a lot fewer subscribers when your email content, offers and creative are relevant to your target audience. Relevance not only results in higher response and purchase rates, it also means higher open rates, lower unsubscribes and ultimately better deliverability. One way businesses are learning more about online marketing is through social media marketing training.

Remember that ISPs review your open rates as part of the process they use to decide how much of your email to deliver. What’s the best way to minimize churn and increase results? Ask permission before you start sending emails, set the expectations for what subscribers will get and then deliver on those expectations.

That means that if you regularly send identical content to every subscriber on your opt-in list, your ability to provide relevant content is very low. Your subscribers all have different wants, needs and preferences. If you take the time to create segmented offers, their response and engagement will increase.

A great way to do this is by setting up a “subscription center” that asks for preferences on frequency, format, and content and offers when someone opts in. Once you have established what the subscriber wants, you know exactly what to send and when. Consider this your guarantee of success. It’s the definition of building trust and respect with your subscribers and supports your goal to minimize churn. So always get permission, be upfront about your privacy policy, set and meet expectations, and allow subscribers to manage their preferences at any time.

The keys to list building and maintenance are:

• Positioning yourself where your potential customers are and inserting single or, preferably, double opt-in

• Maintaining your list on an ongoing basis, with a deep cleaning every six months

• Building trust by getting permission, allowing easy preference management, and setting and meeting contact expectations

• Using segmentation to ensure relevance and engagement with your audience

If you are out to generate an increased number of leads and develop an increased online presence and exposure, you owe it to yourself and the financial future of your business to learn everything you can about integrating search engine marketing strategies.

Are you in search of new methods of attracting more leads to your website? Do you want to learn more social media marketing strategies on how to increase your business’s online visibility and sales?

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