# Email Marketing News Digest

It can be hard to say “Goodbye” to your list subscribers, but it’s not necessarily forever. Take some time to make their exit a smooth one and you may well see them again. Aside from optimizing the unsubscribe process, we have a great line-up of articles this week including a new survey that reveals customer preferences for marketing channels, and best practice tips for email engagement and design.

**[It’s OK for subscribers to say “Goodbye”](http://bronto.com/blog/marketing-strategy/it%E2%80%99s-ok-subscribers-say-%E2%80%9Cgoodbye%E2%80%9D#.UkR_omRgYyA "It’s OK for subscribers to say “Goodbye”")**

It’s normal to lose 30% of your email list each year due to attrition and that’s perfectly fine. Here are some ways to optimize the process and maybe even keep subscribers from leaving:

- Make it easy to find the unsubscribe button
- Make sure that your unsubscribe page is branded for a good last impression
- Send them to a preference center – sometimes all it takes to keep subscribers from leaving is adjusting the email frequency or personalizing their email experience.
- Get feedback so you can improve the email experience for those who are still on the list.

**New mobile consumer attitude survey shows surprising results**

A survey for Millward Brown Digital shows that 68% of respondents found a text or push message valuable. In addition 59% prefer SMS and push campaigns over other forms of mobile marketing including video advertising, banner, standard display ads and even email. More than 50% indicated that a SMS or push message would persuade them to make a purchase over other forms of mobile marketing.

**[Which Email Practices Seem to be Working for Brands?](http://www.marketingcharts.com/wp/online/which-email-practices-seem-to-be-working-for-brands-36850/ "Which Email Practices Seem to be Working for Brands?")**

Return Path’s recent study seeks to discover which email engagement tactics are working better for brands and a summary of the results can be found below.

**[65% of B2B Buyers Concur Emails Shape Their View of a Company’s Brand](http://www.clickz.com/clickz/column/2295573/65-of-b2b-buyers-concur-emails-shape-their-view-of-a-company-s-brand "65% of B2B Buyers Concur Emails Shape Their View of a Company’s Brand")**

A recent report revealed that 65% of B2B buyers agreed that emails shape their view of a company. Here are some recommendations on how you can build your company’s brand image through email.

- Have your emails come from a specific person instead of a generic email address to increase open rates.
- Drop HTML for Rich Text to increase engagement rates.
- Speak to customers in a personal tone and have a company personality.
- Keep the call-to-action high on the page and helpful.

**[Email Design Best Practices In 2013 (Infographic)](http://emailcritic.com/2013/03/email-design-best-practices-2013-infographic/ "Email Design Best Practices In 2013 (Infographic)")**