Churn is inevitable. Subscribers may get bored with your program, they may no longer be in the market for your offerings or they may even quit their jobs and pursue an internet-free existence in Timbuktu. Churn happens.

However, some churn can be avoided, simply by:

• Giving subscribers the opportunity to change their addresses. Some unsubscribes aren’t unsubscribes at all-- they’re simply a user getting rid of a bad address and re-subscribing with a good one. Create an Update Profile page and they won’t have to.
• Letting users tell you when they want to hear from you and about what. Some users unsubscribe simply because they’re getting too many emails of the wrong type, which can happen quite easily when several departments in the same company send regularly to the same list.

How do you let users know about these nifty administrative options? Put an Email Admin Center in the footer of every email you send out. In addition, CAN-SPAM requires you to include unsubscribe language and a postal mailing address.

Other options