More and more email marketers start switching from the basic strategy (collect data, send out and cross fingers), to a well-thought strategy with segmented content and targeting. By allowing people to select which content they wish to receive, you’ll increase the opportunity of conversion.
Split up your lists and create segments, based on interest, products, socio-demographic data, etc. Then you can feed these different segments with more relevant content. The next step is to integrate these different options in email signup and unsubscribe pages.
Conclusion: Offering several options will give subscribers the opportunity to receive only well-selected content and it will increase the reliability of your lists on long term.