THANKS FOR UNSUBSCRIBING
There are multiple valid and understandable reasons why people unsubscribe from email lists, the main reason being that email marketers overestimate the frequency that subscribers wish to hear from them.
(Incidentally, according to research by Campaign Monitor {campaignmonitor.com} the ideal frequency for subscriber engagement is sending an email every two weeks.)
In the natural course of business losing a certain number of subscribers is perfectly normal. An acceptable unsubscribe rate is less than 1%, a good number is below 0.5%.
In order to keep an unsubscribe rate as low as possible, ensure you send your subscribers high-quality, useful and unique information that isn’t freely available to just anyone. Provide value in your messaging, be a trusted authority on certain subjects and keep them in touch with fresh news and great topics.
Keep messaging brief and uncluttered, especially if many of your recipients will read your email on a mobile device, and maintain a balance between information and relevant offers or promotions.
Above all, only send emails with content or topics to recipients who have agreed to receive it. As engaging content plays an important factor to prevent recipients from opting-out, consider getting a professional like Lara McCormick from Big Rock Communications to provide it.
Her company produces and sends professional, relevant, branded and personalised newsletters to keep your business top of mind and your customers coming back to you.
Even though it happens to everyone, sometimes it is hard to not take unsubscribes personally – but there are actually multiple positives to self-selected opt outs.
For starters, you are NOT losing a potential customer. If people drop you because they feel it crosses the line when you offer them next step solutions, they will never buy your products or services.
Moreover, if someone doesn’t like some aspect of your messaging but remains on your list they are more likely to mark your email as spam which negatively impacts your deliverability; or they won’t open your email which reduces your open rate.
If you are paying for delivery to a number of names on your list, that contact is actually costing you money. Many email marketing experts actually advise that you manually clean up your list about once a year, anyway — so people who unsubscribe are actually saving you some work, too.
A good quality list should consist of engaged subscribers, your target market, valued customers and possible prospects – those who are allowing you to provide them with information pertaining to your business. So your list can only improve as disinterested people opt out;
Book a free consultation with Lara here.