We have to change our e-mail address from time to time no matter how much we dislike it.
There is a number of situations that might lead you to get a new e-mail address. When you change jobs, trying out a new inbox provider or when you give up the fight against the spam that is drowning the inbox.
Whatever the reason might be can be a hassle just like when you are changing your phone number. You have to tell all your contacts to use the new one from now on but that is the easy part. The real struggle is updating all your profiles on the different services you’ve subscribed for.
When you have to update all your newsletter subscriptions it is important for you that it is easy to do so. Without noticing you might compare the effort required create a new subscription versus updating your existing one. If the newsletter is unprofiled and the only relevant information is your e-mail address there is little or no motivation to update your subscription rather than simply creating a new.
However, from a newsletter senders perspective there is a big difference between having recipients creating new or updating subscriptions.
If your recipients choose to create new subscriptions rather than updating you will:
- Lose track of your most loyal subscriber who choose to stick with you:
- Just think about it, – what does it tell you about a recipient who choose to invest the effort in updating the address rather than simply creating a new one? It tell is a clear signal that they are very interested in listening to what you have to say.
- Get a reputation penalty as your newsletter will not be opened and will one day bounce.
As a sender you want your subscribers to feel a value in keeping their original subscription. You can do that by letting them profile their subscription through areas of interests and by promising and giving the most loyal subscribers boons and bonuses such as vouchers and special offers.
Last but not least you want to make it as easy as possible to update the e-mail address. You can do this by including a link to the preference center in the footer of each mail to let your subscribers quickly access and edit their preferences.