So much sales revenue comes from email marketing if it's done correctly, so here are a few things you need to make sure you're doing it right at all times.
Segment your list:
Whichever systems you have in place to give you the ability to segment your list, use them. And if you don't have any, get some. If you're writing to everyone on your database as though they're in the same demographic and have the same spending habits then it's your own fault if people are unsubscribing. Segmenting allows you to be really specific with your offering and personalisation and is what people are looking for these days.
Not everyone wants to be sold to all the time. Often people want content that's of value to their daily life and circumstances and if you can provide that, you'll keep them on your list for you to make an offer to them the next time. A constant stream of sales material will turn off even the most loyal of customers so mix up your content and keep them interested.
Ask for feedback.
Once someone has used your service or bought your product, email them and ask for a review. This serves a few purposes;
1) it lets them know that you care. The fact that you're interested in their feedback means you're looking for ways you can improve on your offering.
2) It gives a relationship building opportunity. The more personal contact you can have with a customer, the better.
3) It gets them back to your website. This is where the sales page is don't forget, a few well placed ads will keep their interest and has the potential to encourage them to buy from you again.
Always use your email as an opportunity to thank your customer. Vouchers, coupons and special offers should always be used to make your customer feel valued and if they don't know what little treat they'll be given next time, they're likely to remain loyal.
Have you got any tried and tested methods of reducing your email unsubscribes?