Given the inevitability of information overload, it isn’t a big surprise that people like to have some say over what they read. A sophisticated approach to email marketing could entail providing subscribers with more control over what appears in the messages they receive. For example, if you’re just starting out or have limited resources, consider offering a choice of newsletters that are each optimized for different audience segments.
Some other options to consider include control over frequency. Let email recipients choose a daily or weekly option. You might also let them select an optimal time of day for delivery. Provide the options you offer on the initial email sign-up form, and include a reminder in every issue about the ways your subscribers can customize their email preferences.