‘5 Approaches to Minimizing Unsubscribes’ – Silverpop Blog

Loren McDonald says, “The bad news: Email subscriber churn is one of the biggest secrets in the email-marketing industry. Few marketers are talking about it publicly, but many are worrying in private because, for the first time for many brands, their subscriber acquisition efforts are not keeping up with subscriber churn.

The good news: This challenge is a wake-up call to marketers, telling them they must get a handle on their approach to subscriber acquisition and address the issues that drive churn in their customer database.

The best news: Tackling list churn head-on can actually become the catalyst for change that delivers not only a return to growth but also a stronger, more relevant email program that markets to customers more effectively”.