Concerned about your email unsubscribe rates?
Email marketers expect a certain level of depreciation in their database, but at what stage should you take a step back and do something about your dwindling list?
In this 2-part guide we are going to take you through the world of email unsubscribes. It’s not as daunting as it sounds and there are many simple things you can do to ensure you are minimising the likelihood of your subscribers clicking on the dreaded unsubscribe link. We’ll look at reasons why people unsubscribe and the best way to manage this to dramatically reduce your unsubscribe rate.
So grab a coffee, sit back and join us for part 1.
Part 1 – Why do people unsubscribe?
There could be a variety of reasons why people choose to opt out of receiving further campaigns from you. We can narrow it down to 3 main ones:
If your content is no longer relevant to the reader, they may no longer be interested in reading it. For instance, if your product is seasonal or occasion based then it is unlikely that people will want to read about it all year round and will only be interested when the time is right for them – which isn’t 2-3 times a week. Likewise, if you’re emailing a customer about shoes because they bought a coat from you last year, they may not rush to read what you have to say.
Another reason could be the frequency you are sending your emails. You should evaluate how often you are sending to the same lists. Is the frequency dictated by when you want to promote something or by how often your subscribers want to receive something? There is a fine line between bombarding their inbox or leaving it too scarce for their tastes and either side of this line can result in an unsubscribe.
3. Mobile optimisation
Yes, we know we talk about his a lot, but it really is a huge factor. Almost half of emails are read on mobile devices and if the email doesn’t display properly, or even load up quickly enough, then this could trigger an unsubscribe. Makes sense when you think about it.
So if you are guilty of any of the above (or all three), hopefully you will start to think about how you can improve your strategy to reduce your unsubscribe rate. Addressing at lest one of these will have an immediate impact on your unsubscribe rate, addressing all three will be even better!
Watch this space for Part 2 of this guide where we will be talking about how you can manage email unsubscribes and reduce your unsubscribe rate.