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1. Establish and Build Trust
Ask only for the most necessary information at registration. (You can ask for more later, when you have built greater trust with your recipients.) Send only what you say you will, when and how often you promised at registration. Without trust, recipients are less likely to open or act on your emails and more likely to unsubscribe or file spam complaints.
2. Give Recipients What They Want and Need
Your subscribers expect control. If you don't give them what they want, they'll go elsewhere. Let them decide the format (text or HTML), the frequency, the content and whether you can send them other kinds of information. Then, segment your lists to reflect those choices.
3. Personalize for Greater Relevance
Personalization is the next step. It uses recipients own information to create highly relevant messages, which boosts the value of your email. Top-quality email service providers allow you to personalize right to the recipient level, with email that recognizes each one by name, buying history, content, format, etc.
4. Deliver Value Continuously
Recipients' needs change over time. Your emails will compete with new and changing sources of content or offers that will affect your value proposition. Survey your recipients occasionally on their needs and interests. Make it easy for them to change their subscription preferences. Analyze each send for revealing statistics on factors such as results according to subject line, offer, links clicked, segmenting, etc.
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