5 Ways to Reduce Your List’s Unsubscribe Rates
Email marketing remains one of the most cost-effective marketing methods available to businesses of all sizes, but this makes unsubscribes a problem. It may mean your email marketing list is self-cleaning, but it may also mean you’re losing the interest of your customers, or you have an email marketing funnel that’s not properly aimed. This is why you must track unsubscribe rates and act strategically to bring them down. Here are 5 ways to reduce your list unsubscribe rates.
Implement a Double Opt In
Double opt in email subscription is a good way to grow your subscription list. It is a system that adds contacts to your email list from the signup form, sends a confirmation email to them to validate the email address, and only puts them on the permanent email list once they’ve opted in a second time.
In contrast, the single opt-in system puts them on the email marketing list once they provide the email address. Double opt in systems protect your system from people who input fake email lists or add people who aren’t really interested. Then you aren’t sending out emails to a lot of fake addresses or people who don’t want them. This prevents your emails from being flagged as spam by users or servers.
Side benefits of double opt in include keeping you compliant with GDPR, qualifying leads, and reducing the odds your marketing messages end up in the recipient’s spam folder.
Better Segment Your Email List
Your users may be opting out because they don’t find your generic newsletter valuable. The solution is to segment your subscriber list and then send out relevant, customized content to them based on their interests. Then they are less likely to unsubscribe, and they’re more likely to share the content you do send.
The greater the level of segmentation, the higher the open rate and click-through rate. You can start segmentation by breaking customers down by demographics and purchase history. If you don’t have this data or want more information, send your customers a survey or ask for their feedback.
Create Good Content from the Customer’s Perspective
Have a purpose for every email both from a business perspective and the customer’s perspective. Sending emails that don’t have benefits to either one of you will lead to unsubscribes. Know what the goal is for every message, whether it is getting email subscribers to follow you on social media or selling a product.
Define your strategy. What are you selling, and who would care about it? This determines the market segment you’ll send an email to. Then craft your message, whether you’re mentioning a new product release or trying to get them to buy what they left in an abandoned shopping cart. Then direct them to the call to action. The call to action could be “come to our new store’s grand opening”, “finish your transaction” or “share our article on social media.” Motivate them to complete that action.
Don’t dilute the message by trying to push several things at once. Make calls to action a separate email, but don’t send too many emails unless you want half the list to block you. Keep content short, and optimize it for mobile devices since more than half the audience is reading them on a smartphone. That’s why call to action buttons must be touch-friendly too.
And don’t make the mistake of making all your messages about selling. You should spend most of your time trying to be valuable to them. Only then will you be able to build the trust necessary for them to even considering buying from you.
Don’t Forget the Subject Line
Recipients of an email will read the subject line before they read anything else. If the subject line seems irrelevant, they’ll delete the message. The best subject lines have only a few words, get straight to the point, and hook the reader into reading the entire email. They will also be personalized to the reader. Note that you should personalize all content because it results in six times higher transaction rates.
Map Your Content
You may be sending great content at the wrong time to be read by your subscribers. Consider mapping your content so that you send content to them when they’re at the relevant stage of the buying cycle. You’ll reduce unsubscribe rates and improve the odds they stay engaged with the brand. This means sending coupons and sales notices to regular customers and comparison articles to those who are researching your products. Send articles on troubleshooting your older models to those who bought them along with information on your latest models.
Growing an email marketing list is easy. Keeping the subscribers on board requires more planning and continued effort, but it is worth it in the end.