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Something Worth SharingTo Unsubscribe Or Not I don’t know about you, but I do love a cheeky discount when buying something. What this has meant though, is that I have exchanged my desire for 10%, 15% - sometimes, even 25% discounts - for my email address and an increasingly full inbox. Each morning I wake to numerous, pointless and annoying emails from all sorts of brands that I don’t even open, I just delete. I was so fed up about this that I spent a good chunk of time on Sunday ‘unsubscribing’. It struck me that this meant that these companies have shockingly bad marketing strategies - certainly in terms of being original and ‘sticky’. They “force” you to hand over your email address in exchange for a discount, and never think about the ongoing relationship and value that they can give beyond trying to SELL AT YOU. This isn’t true for all database subscriptions of course (I do hope at this point you feel at least you get something from receiving this email and being on our list!). I have several regular emails I’ll never delete, with my clear favourite being from the ‘big man’ himself: Arnold Schwarzenegger. Each day I look forward to my short and fascinating email arriving. As Arnie puts it, his email is focused on being to “the positive corner of the internet” with “a daily digest designed to make you healthier in less than 5 minutes” (you can sign up via this link: Arnie’s free daily email ). Here’s what I learned about preventing unsubscribing: Consistency and knowing when (Arnie’s email arrives mid-morning each work day) Short and structured (Arnie gives you 3 things and a task on Fridays) Gives value and is relevant (Arnie is all about research and facts, training programmes and recipes) Doesn’t sell Don’t bombard
…and make it simple to just ‘unsubscribe’! (it is the law by the way)
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