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ClickZ reports that there is a downside to the double opt-in method of building a
subscriber list: you can lose about 40-60% of those people who initially signed up.
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The advantage of the double opt-in method is that it confirms, without a doubt, that
your subscribers have requested to hear from you, suggesting they are truly interested in
your company. Since it requires an extra step to opt-in to your newsletter, you know
that your database list is comprised of interested readers.
Incorporate Feedback
If you are writing an email newsletter, you need to know what your readers are
thinking. Think about how you can tap into the minds of your readers. What kinds of
issues are important to your readers? What expertise, knowledge and experiences can
you share with your subscribers? One way to get feedback is to consistently ask for it.
Ask for comments in a variety of ways. Provide an email link to the editor. Provide a
reader survey as a way to start up the conversation between you and your readers. An
occasional poll would be useful, particularly when you share the feedback with your
readers and show the results of the poll in a subsequent issue. Surveys and polls,
promote the type of stickiness you are looking for, help develop loyalty and the results
of your surveys and polls are more information that can become topics in future issues
of your email newsletter. And be sure to answer every feedback message – speak
about the mail you get in your next newsletter – particularly if you get a lot of mail on a
certain subject
Unfortunately, getting people to give you feedback is not an easy task. Academic
researchers struggle with this constantly. How do you motivate prospects and current
customers to provide you with comments and opinions? Motivation is the issue. Can
you offer a free product or service to those who do respond? Would it be attractive to a
reader who gives feedback to receive an attribution in a subsequent issue? Some people
would greatly appreciate the recognition. Is there a real time poll or survey that you can
link to your newsletter? Would the chance to see how their opinions mesh with other
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Click Z is the ClickZ Network, a source of interactive marketing news, information, commentary,
advice, opinion, and research. Their web site is www.clickz.com
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