Despite the fact that it happens frequently, it’s always surprising to marketers and they seem caught off guard by aspects of the subscriber experience.

It’s no coincidence that I’m putting this recommendation front and centre. The subscriber experience is absolutely core to a successful email program. Not only does it influence consumer engagement and brand perception in and beyond the email program, it can have major implications for how mailbox providers like Gmail process and filter your mail. If you want your messages to land in the inbox rather than the spam folder, and you want subscribers to appreciate and engage with our messages, get the experience dialled in.

Set expectations. Be clear about what subscribers are signing up for. Review each point of entry to the email program and make sure that permissions are explicit and expectations are aligned with reality.

Make a positive impression. As a follow-up, ensure that your email program delivers on the promises that you make.

Get a clear picture of the email lifecycle. Each email program has the opportunity for natural inflection points that enhance the experience, establish positive patterns of engagement, and re-engage or remove subscribers who have gone dormant. Review the complete subscriber lifecycle, from opt-in to opt-out (or suppression) and be sure that content and business rules are well conceived and properly implemented.

Tidy up your UX. A disjointed or clunky user experience can evoke a range of emotions, from mild frustration to downright rage. Many marketers may unintentionally be causing their subscriber’s undue strife because they take for granted that the browsing or purchasing path is user-friendly. Play the role of a consumer and walk through the complete process, noting and addressing breakdowns or unclear aspects of the user path.