Email offering subscribers fewer emails
Sent to subscribers whose engagement is falling but who have not gone fully quiet. It offers less email rather than none, before you consider a sunset.
- Category:
- List cleaning and permission pass
- Length:
- 46 words
Subject line options
- Too many emails from us?
- Choose how often you hear from {{brand}}
The email
Hi {{first_name}},
We send {{frequency}}, and that's more than some people want. If that's you, you can choose something lighter:
- {{option_1}}: {{option_1_link}}
- {{option_2}}: {{option_2_link}}
- Unsubscribe completely: {{unsubscribe_link}}
If {{frequency}} suits you, there's nothing to do. You'll keep getting everything as usual.
{{your_name}}
{{brand}}Highlighted {{placeholders}} are the parts to replace. If you cannot fill one with something true and specific, cut the sentence rather than leaving it generic.
When to use it
Use it for subscribers whose clicks have fallen noticeably but who still interact now and then. It sits between your normal sends and a permission pass.
Only offer options you can actually honour. A "monthly digest" link that still sends weekly emails is worse than no option.
Why it works
- It treats too much email as your problem, not theirs. That makes the tone easy to accept.
- The links do the action in one click. No login, no form.
- Unsubscribe is offered openly. Someone who leaves through a link is far better for your reputation than someone who reaches for the spam button.
Before you send
Before you segment by engagement, remove addresses that cannot engage at all. Verify the list with SimpleVerifier so dead mailboxes do not distort your engagement numbers or end up in the wrong segment.