What makes customers on your e-mail mailing list unsubscribe? Well, JupiterResearch says this occurs when the offer or content is not interesting.
In other words, avoid boring your recipients.
One way to keep your content interesting is by segmenting your database. For example, says the white paper, if you know a recipient lives in Atlanta and travels frequently to San Francisco, bear that in mind when sending e-mails. This recipient probably won’t be interested in travel offers for trips to St. Paul.
Also, say the folks at StrongMail and Jupiter, don’t be shy about asking your recipients about their interests. "Opt-in is not the time to be timid. If your programs are already in progress, try a survey."
Speaking as a recipient of opt-in e-mails, the above is true for me. If it interests me, I open. If it doesn’t, I delete or unsubscribe. And, these decisions are made in a split second. I’m betting my behavior is pretty standard.