Putting together an email campaign requires a lot of efforts, patience and planning to be executed for its success. Business strategists invest a lot of their time coming up with different ways to draft beautiful campaigns and content for their customers but all of this might go to waste because of a few mistakes.
A little less attention paid to the email list along with other factors regarding your well-designed campaign to lead to a serious issue of un- subscription. Seeing your audience unsubscribe to your emails can be disheartening and frustrating for businesses if the trend is persistent for a while.
Unsubscribe rate simply means that you are losing money. If your audience or customers are done with your business or find your band not relevant to them, they hit the ‘opt- out’ option of your email.
Everyone knows that the whole point of email marketing is to bring or generate more and more leads for a business. But research suggests that only one-third of the email subscribers actually convert.
Also, email open rates for most of the campaign dwindles around 20 percent and 80 percent of the people don’t even open your emails. These 80 percent of the people never convert or might choose to unsubscribe.
But this fact doesn’t mean that you should stop sending email campaigns and sit quietly. It is a great opportunity to learn from your mistakes and adapt some changes in your existing strategies.
While some of the unsubscribes are natural and cannot be avoided, others arise due to various reasons such as emailing too frequently to your audience etc.
It is natural for all email marketers to expect some depreciation in their lists every year but it becomes alarming when this rate far surpasses a normal expected number of un subscribers.
Each time you send an email you risk someone hitting the unsubscription button at the bottom of your email. And it is quite analogous to the companies like Facebook and Twitter who also receive un subscriptions or un follow requests every time that they roll out a new update or add a new feature.
The whole point is that you cannot completely fight the unsubscription process but you can learn from it and stop it from crossing a normal understandable level.
However, if you are still worried about the high unsubscribe rate, do not worry. Here’s what you can learn and what needs to be done to stop it from making you lose a significant amount of money:
Start segmenting your list in a better way
One of the major factors that save you from high email subscriptions is segmenting your list. Email segmentation is important because of various reasons.
First, it helps you send the right kind of content to the right type of audience and second it helps you understand what your audience is actually demanding from you.
By segmenting your email list on the basis of various factors such as geographical locations, habits or genders etc you can send customized content to a particular type of audience. For example, consider that you are a garment seller.
Now if you send emails that are advertising your sweaters to the subscribers living in Miami, you are bound to face unsubscriptions. Instead segment your list wisely and deliver content that directly speaks to the likes of the customer.
Take the unsubscription button as an opportunity
While some of your customers choose to opt out of your emails, you can easily utilize this as an opportunity instead of letting them un subscribe at a single click. Sometimes subscribers may just want options to not receive your emails for certain duration of time.
Or in other cases, they may just want that you send them offer updates instead of sending them all your blog posts or newsletters. Take this opportunity to drive the customers to another page and ask about their opting out priorities, once they hit the unsubscribe option.
This way you are not losing your options to communicate with them and at the same time entertaining their requests.
Check your email sending frequency
You might be sending emails daily, weekly or monthly to your subscribers based on the requirements of your business. Sometimes sending too many emails to the subscribers irritate them or lead them to opt out of your campaigns.
In this case, the best option would be to ask the customer how frequently they want to receive your emails. As important as it is to ask the customers about the type of emails that they want to receive, so it is important to ask them about the frequency of the emails. This imparts a sense that you are respecting the customer’s privacy while reaching out to them.
You can send emails to your customers asking about the ideal sending frequency to prevent them from unsubscribing.
Make your emails easy to read and fast loading
Subscribers might also want to opt out of your emails because either your email is confusing or it takes too much time to load in their inboxes. If you are using too many images in your email, try testing it first before you actually send it out to many people.
In another situation, it is possible that you are receiving a high un-subscription rate because you are habitual of writing long indistinguishable paragraphs in your emails. Customers don’t want to open your emails to read an essay or wait endlessly for an image to load.
Instead, you can jot down the important points that you want to communicate with your customers in bullet point format that is both easy to reach and understand.
Also, try not to include images that are too big to load quickly or not optimized for different devices such as mobile phones.
Despite all the hard work, subscribers are bound to unsubscribe your list. However, you can utilize this opportunity by asking their feedbacks and take it upon yourself to implement them in order to provide even better customer satisfaction level through your emails.
Also, focus on the content and the preferences of your subscribers and send emails keeping them in mind. By these methods, you might not be able to save the unsubscribed email recipient but you will definitely be able to curb any such future instances.