The Email Experience Council recently released a whitepaper-The Cradle and The Grave: Opt-In, Opt-Out and Feedback Loops-that shows that 90 percent of all e-mail marketers do not follow up with people who unsubscribe from their e-mail list. Woops!
This is a huge missed opportunity. Anyone with an e-mail list should connect with customers who leave to determine why and to learn how to minimize these lost connections.
If you have a list (which should allow people to opt-in and opt-out) be sure to connect with the folks who opt out. This can be as simple as a quick question during the opt out process. Use the data to gain greater insight into your customers and their needs, and to make your e-mail marketing strategies even more effective.