When you work as an email marketer, you need to expect a certain amount of email unsubscribes each year. But if your list gets smaller and smaller all the time, you need to stop and rethink what you’re doing. Unsubscribes are no fun because it leaves you wondering if you’re doing something wrong and if you could have retained those people.
The good news is there are some actions you can take to reduce the rate of email unsubscribes. Take a look and see if you can adopt some of these methods to improve your email marketing strategy.
It’s important to segment your list of subscribers because it helps you send content to certain people that’s more relevant and customized to them. The more specific you’re able to get with your segments, the better you can prepare and write content that will speak to your readers directly and address their interests. Your customers will value your content more if they can connect with it.
Due to your lead nurturing strategy and segmentation, you should know a lot more about your subscribers. This information can help you map out the content to match with their behaviors. You can easily do this by creating an Excel document or Google doc to organize your content and identify what will go to which segment of your audience, and at what time.
According to Jonathan Greene, a marketing blogger at Brit Student and Write My X, “Mapping content with your segmented list helps you make sure you’re sending subscribers the right content for the stage of the sales funnel. Content mapping also helps you pinpoint the holes and gaps in your content strategy if you find that you don’t have much content for certain segments or certain parts of the buying cycle.”
You should be allowing your subscribers to not only select the types of emails they want to receive, but also the frequency that they want to receive emails from you. Let them know that it’s up to them to choose the frequency that works for them, with options from many times a day to once a month.
It’s important that you don’t bombard their mailbox as much as not communicating often enough so they forget about you. You should include this option not only in the editable email preferences at the end of each email but also on the unsubscribe page that you link to. This will give your subscribers time to think about whether they actually want to unsubscribe, or just receive fewer messages.
The reality is that not every subscriber will let you know how often they want to receive emails from you, so you’ll want to be proactive and run some email frequency tests to find what’s the sweet spot for email communication frequencies. If you haven’t run a test yet, you should do so now, and make sure to set up a different frequency for each individual segment of your mailing list.
If you have email recipients on the verge of unsubscribing, you can offer other communication methods. It’s possible the simple reason is that they receive too many emails in their inbox. Instead, offer to communicate with them another way, like RSS, SMS, social media, a blog, or any other platforms you use to communicate with your supporters.
Set up a regular schedule for emailing so that your recipients know exactly what to expect from you. Make sure that your email communications always go out the same day and at the same time of day.
Frank Tyne, a business writer at Australia 2 Write and Next Coursework, said, “When your subscribers know that your email is coming in, they’re less likely to be annoyed at receiving it. From the first moment a customer opts into your emails, you should clarify their expectations, and be sure to follow the schedule strictly.”
Your emails must be optimized. If they load too slowly, your email campaigns won’t be a success. Run different tests to find out how quickly your emails load for different people and on different devices. If you have large images that take too long to load, or designs that aren’t mobile friendly, you’ll be creating a bad experience and setting yourself up to fail.
Christopher T. Cooper, an entrepreneur and a writer for PhD Kingdom and Academic Brits, helps people and companies work on their sales techniques and email marketing campaigns. He enjoys learning about different industries and all types of technologies to diversify his portfolio. Chris also works for Origin Writings.