Based in Sydney, Australia, Foundry is a blog by Rebecca Thao. Her posts explore modern architecture through photos and quotes by influential architects, engineers, and artists.

How Publishers Can Use Email Personalization to Reduce List Churn

The average unsubscribe rate for media and publishing sites is 0.22%. So, for a list of 10,000 subscribers, you can expect about 22 unsubscribes, which is not too bad if you send a monthly campaign or so.

But we all know that online publishing doesn’t work that way…

Publishers send emails as frequently as once a week or even daily because frequent emails result in frequently returning visitors, which translates to higher ad impressions.

So, considering the usual email frequency for publications, an unsubscribe rate of even 0.22% is a highly undesirable one.

When people unsubscribe from your list, their lifetime journey with your digital media is cut short.

Because of this, you may lose up to 17 times of the revenue you would have made if the subscriber stayed with you.

Now:

You can’t ELIMINATE list turnover. But you can certainly bring it down.

That’s what we’re going to discuss in this article.

Read the full post on Digioh.

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