In part 1 of this guide, we talked about the three main reasons why people unsubscribe from email marketing. We are now going to look at how you can reduce your unsubscribe rate by best managing your data and unsubscribe pages.
Part 2 – Managing unsubscribes & tips for unsubscribe pages
It’s important to note that you should expect a certain level of unsubscribes. Some of the best email marketing campaigns will result in unsubscribes so you shouldn’t take it too personally. However, if you are increasingly seeing a high unsubscribe rate then you should take action. So here are some pointers…
- The law
Best to start with the compulsory stuff and remind you of legal compliance. You will need to follow these four rules:
- 1. A visible and operable unsubscribe mechanism must be present in all emails
- 2. Consumer opt-out requests must be honoured within 10 days
- 3. Keep opt-out lists and suppress them against these for all future sends (Campaignmaster will do this automatically for you)
- 4. Enable opt-out of email communications with a single click
- Segment your list
The best way to deliver the most relevant and customised content to your subscribers is to segment your data. The more specific you can make it, the more relevant and engaging your content will be.
- Test your email frequency
Getting feedback can be difficult and not all of your subscribers will let you know how often they like to receive emails. So you should conduct your own tests to find out which frequency works best for you, the results may amaze you. Also bear in mind that different segments will have different frequency preferences.
- Let people opt out the easy way
Many businesses think that hiding the unsubscribe button in the hardest and most difficult place to find will reduce the likelihood of unsubscribes. This is not the case and could actually result in more people reporting you as spam instead, which is worse for your business as it will negatively affect your sender reputation with ISPs and could result in deliverability issues. Keep unsubscribe links clear and make it as simple as possible with a one-click button.
- Be consistent
Sending your emails on a regular schedule sets the expectation with readers on how often and when they can expect to see you in their inbox. It also means you are less likely to catch them unawares – which can trigger an unsubscribe if they are not in the right mood.
- Offer preferences
You legally have to offer a one-click unsubscribe, but you can also offer a link for people to manage their preferences and select what types of emails they wish to receive (i.e. product choice, communication choice, promotion choice, frequency of communication). By doing this you are giving people the option to ‘opt-down’ rather than completely opt-out. All of this can be done using Campaign Master’s Subscription Forms Module.
- Get some feedback
Whether you like it or not, you will get unsubscribes. So try to utilise what you can and create a small survey (couple of multiple choice questions) at the point of unsubscribing to find out why people are opting out. This could be invaluable for your future email marketing strategy and change the way you communicate going forward, in turn reducing your unsubscribes further. This can be managed with our Collection Forms Module.