Always the testers, we’ve been getting great traction with our weekly newsletter – with over 8,100 subscribers now! One of the cool features in Mailchimp is that you can append social data to your list, segment that list, and send that group an email. I thought it was a great idea – if these subscribers are on Twitter, perhaps they’d want to know about the benefits of our account and follow us!
Hindsight is always 20/20… but using a permission-based marketing tool and promoting a social media marketing opt-in may not have been a great idea. A couple thousand folks received the email, 16 unsubscribed, and we gained only 27 followers.
16 lost subscribers is a terrible loss – email subscribers are very valuable and I’m sorry I lost them! This test will not be repeated. I will just promote the Twitter account within the body of the newsletter… this way the subscriber gets the value they were looking for along with the promotion.
The lesson learned here is that every email should have value and you should never abuse your subscribers’ inbox!