Growing a significant email list doesn’t just happen instantly: email marketers know better than anyone else that it takes time and energy. But all that effort goes to waste if your email marketing campaigns don’t continually engage and interest your hard-won subscribers. Ensuring that you maintain your focus on creating interesting and relevant copy not only keeps subscribers interested in what you have to say, it also helps your email deliverability rates.

To keep your subscribers opening, reading, clicking through, and converting make sure you listen to their preferences as they stated them in the preference center they used to sign up. You use a preference center, right? Okay, just making sure. We’ve talked time and again about the importance of email preference centers to your email deliverability rate and overall reputation, and how using an email preference center should be one of your email deliverability tools!

But once they’ve signed up and told you what they’d like to hear from you, make sure that you honor your end of the bargain by doing the following:

Tell them what to expect. By using an email preference center and confirmation messages to provide an overview of your program, subscribers will understand when to expect your emails, and what to expect from them (discounts, newsletters, or helpful tips).

Fulfill their expectations. If they signed up for bi-weekly messages, make sure that you have that system in place and stick to it. No more, no less! Your subscribers will feel respected when their expectations are met, and they won’t, if they aren’t.

Send relevant content. We’ve also talked a good amount about the email deliverability benefits to segmenting your lists. Once you have relevant data, you can send increasingly targeted and relevant content to your subscribers. And the more targeted your content, the more engaged your subscribers.

Published On: October 26th, 2011Categories: Email marketing best practicesTags:

About the Author: Sharon

Sharon Ernst from is on a mission to improve the business and marketing writing skills of today’s workforce with her blog, newsletter and online classes. Her newest class on intermediate email copywriting covers 19 tips and techniques non-copywriters can put to use right away for better results. The class has real-life examples and before/after comparisons to make the lessons stick. Find her class at When she’s not busy helping employees, managers and marketers master their writing skills, she and her husband are busy raising pigs, cows, chickens and vegetables on their 20-acre farm.

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