Reduce Unsubscribers Before It’s Too Late!
Mailing lists, as an Internet marketing tool, should not work for “charity”, but for the result: clicks, conversions, sales. And the lack of interest among subscribers indicates that the result is not expected or it will decline. A high threshold attracts the attention of spam filters that track this metric. And if he increases 2%, they can be "punished" by not allowing subsequent mailings to be sent to the Inbox.According to a study by TechnologyAdvice, 45.8% of users send emails as spam due to too frequent sending of emails, 36.4% of users send emails if they do not subscribe to the mailing list, 31.6% will click "Unsubscribe" if the content is not relevant.
Here are some of the reasons why people unsubscribe:
1. The addressee did not subscribe to the newsletter
Every day, you receive a lot of emails in your Inbox from companies that you haven't subscribed to. How do you personally feel about such letters? Of course, annoyed. That is why you should use your subscriber base or your company's customers. This will reduce the number of annoyed users and the number of unsubscriptions will be reduced.
2. Low visibility
Place the subscription form on the site, make it attractive from a design point of view, and the point of view of "usefulness" for the site visitor (bonuses, discounts to subscribers, raffle among new subscribers). Draw attention to social media subscriptions. So, there will be more people who want to "give away" their email in exchange for useful information.After subscribing, prepare a letter of confirmation of registration, as well as a welcome bonus and information about your company. In this way you will be remembered and will definitely open all your subsequent letters.
3. You do not have enough information about the subscriber
Very often, such a mistake is made by online stores, which, after the purchase, sign a new client for a general mailing that he absolutely does not need information about. In order to fix this, segment topics by interest and send content that is close to the subscriber. Like this, the efficiency of mailings will increase and the number of refusals will decrease.
4. Frequency of mailing.
A low frequency of mailings (several times a year) can lead to the fact that the subscriber will simply forget about your company and refuse to mail. Also, over such a long period of time, he will lose interest in the mailing, change the field of activity, social status, email address and also willingly unsubscribe.
It should be remembered that email marketing is communication with subscribers and customers, and it must be ongoing. That is why you should try to keep your newsletters regular, and in your welcome email notify your subscribers how often they will receive letters from you. You can also add a questionnaire in the welcome email about how often a new subscriber is ready to receive messages from you. This will do your own mini-research and please subscribers.
If you send out daily emails, make sure that your subscribers have time to read your messages and are willing to take the time. The low open rate of the daily mailing will be the answer, whether it is worth "frequenting" with sending letters. This will be the "first call" to the fact that subscribers are not ready to open your mailings often. If you are not ready, the “second bell” will be followed by irritation and unsubscriptions.
5. Content quality.
Advertising content is of no interest to anyone, since the amount of information and advertising noise passed through by the current consumer every day has formed a kind of immunity to low-quality and uninteresting information. Mailings will be opened more willingly if you, as promised in the subscription form, send useful content, latest news, expert opinion to the recipients.
6. Displaying the mailing list
Visual design also has a large impact on the bounce rate. And in this matter, the main thing is to take care of the correct display of the mailing list on all applications and devices.Upon completion of the work on the layout of the mailing list, view the display not only on your usual browser-based mail client, but also, for example, on Outlook. The display may differ from the original and you will have to spend a little time correcting the shortcomings.After that, open and test the letter on your phone. This is critical because users can open their mail on the go or away from their desktops. That is why it is important to achieve correct display of mailings not only on computers, but also on mobile devices. This is a guarantee of the absence of unsubscriptions due to incorrect display of content.
How to reduce the number of unsubscri?
1. Use your mailing list subscriber base and also take the time to clean up regularly. On average, about 63% of customers on the contact list are inactive. Therefore, exclude in a separate group everyone who has not opened the letter for a long time. This will reduce the annoyance of users and the number of unsubscribes who have lost interest in the mailing list, and increase the effectiveness of mailings.
2. Make it so that anyone can find the "Unsubscribe" button. Don't hide it. If the subscriber decided to unsubscribe from your mailings, give him this opportunity.
3. Make the unsubscribe form individual. For example, if you send several types of mailings, you can include in the unsubscribe form the ability to unsubscribe from a specific type of mailing, and not completely lose the subscriber irrevocably.
4. Use a survey. Ask those who wish to unsubscribe what the reason for unsubscribing is. This will help further improve mailings and reduce the number of unsubscriptions.