Brian Carroll

Email Marketing: How to maintain low opt-out rates

I had the pleasure of attending MarketingSherpa’s Email Summit 2013 a couple of weeks ago, and while I was there, Jim Ducharme, Community Director, GetResponse, an email marketing vendor, asked me how to maintain low email-marketing opt-out rates.

My answer, in a word, was relevance. Watch the video below to find out more.

Relevance is the foundation of lead generation, which is, at its core, a series of conversations. Like real-time conversations, we can’t bore the recipients of our emails by talking about ourselves all the time – we have to discuss what they care about.

  • If all we do is focus on winning the sale, they’re going to tune out or opt out.
  • If we focus on how we can help them, we’re going to build trust, and when they trust you, they’ll stick around and likely buy whatever it is you’re selling.

The foundation of relevance is knowledge of your marketplace:

  • Know what keeps your prospect up at night,
  • Know what makes their lives easier or harder and
  • Know how your value proposition helps.

This knowledge provides the context for compelling, relevant conversations your prospects will be eager to be a part of. Below are a handful of articles from the B2B Lead Roundtable blog to help you generate these kinds of conversations with your customers.

8 Questions to Steer Your Marketing Priorities – Find out the value of asking a handful of customers questions directly – not through surveys, focus groups, digital body language or social media.

Lead Nurturing: Build trust, win more deals by helping prospects – not selling them – Find out how to execute a relevant conversation.

3 Steps that Helped Skyline Exhibits Increase New Product Sales by 18% – Learn how Skyline Exhibits identifies and responds to problems in a way that improves its value to customers.

Sales-Marketing Alignment: How consistent messaging helped ADP engage customers at a faster pace – ADP reveals how Marketing and Sales align themselves to enhance the value proposition by identifying and responding to unmet customer needs.

Content Marketing: Slow, steady pay off for manufacturer – Find out how a manufacturer’s simple email campaign, featuring one piece of relevant content a month, is producing more leads than trade shows at a fraction of the price.

Related Resources:

MarketingSherpa Email Summit 2013 Wrap-up: Top 5 takeaways for email marketers

Mining Gold through Email Integration: 3 lessons from MarketingSherpa Email Awards 2013 winners

Email Marketing: 142% higher open rate, 15% bigger list from retailer’s strategy

Marketing Automation: 25% more engagement, 0% unsubscribe in 4-email series

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Email Marketing



  1. March 31st, 2013 at 10:19 | #1

    I agree with Brian when he said Relevance is the key when sending out marketing emails. A good sales rep will be able to keep in mind that there are no short cuts here. They should thoroughly research on what the leads need or what their questions are, and send educational or informative emails to the prospect. This will reduce low turn-out rate in terms of sales and the company or sales rep will always be on the prospect’s top of mind. http://bit.ly/ayeen8

  1. April 22nd, 2013 at 08:59 | #1